7-Eleven expands partnership with Gulp Radio, pitched as one of North America’s largest commercial radio networks
7-Eleven has announced an expanded deployment of Gulp Radio programming to 5,000 stores across the US by the end of 2024 and more than 12,000 stores by the end of 2025, which includes all 7-Eleven Speedway and Stripes locations nationwide.
Currently, in more than 4,000 stores, Gulp Radio network offers an opportunity to influence the shopper at the point of purchase by deploying advertising and messaging via in-store audio.
The Gulp Radio network’s expansion is the result of an extended partnership with audio retail media platform Qsic, which has allowed 7-Eleven to more quickly develop and bring audio messaging to market.
Through Qsic’s AI powered creative audio development, 7-Eleven more efficiently generates localised audio advertisements that reach target audiences during peak times, backed by first-party data to measure the impact and determine revenue lift. On average, 7-Eleven store locations with Gulp Radio network (or programming or broadcasting) capability have experienced between 5 – 9% overall sales lift.
“Audio is the easiest and most cost-effective way to influence consumer behaviour within the convenience store environment. Qsic’s audio platform authentically connects with in-store customers to immediately drive measurable results for our brand partners,” says Mario Mijares, Vice President of Marketing, Insights, Loyalty and Monetisation Platforms at 7-Eleven.
“Qsic has already proven its value in our stores, we’re excited to extend our partnership with them throughout the US.”
*Research shows that 85% of all retail media transactions are in-store, yet most retailers need help to ensure their in-store advertisements hit the mark and influence over-the-counter sales. With its proprietary technology, Qsic surpasses IAB standards by dynamically adjusting audio volume based on ambient noise levels, ensuring each ad is heard clearly. Additionally, Qsic's system timestamps each ad, providing unmatched validation for in-store media compliance.”
“Gulp Radio network has already driven significant results for advertisers by optimising in-store assets to influence shoppers at the point of purchase. In-store retail media presents a huge opportunity for brands to drive more conversions, and 7-Eleven and Gulp Radio are at the forefront,” says Matt Elsley, Co-Founder and Chief Executive Officer at Qsic.
2024 RTIH INNOVATION AWARDS
Retail media is a key focus area for the sixth edition of the RTIH Innovation Awards, which are now closed for entries.
The awards, sponsored by Vista Technology Support, Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, Business France, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.
Key 2024 dates
Friday, 25th October: Award entry deadline
Tuesday, 29th October: 2024 shortlist revealed
30th October-6th November: Judging days
Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.
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