Launched in October 2022, Gulp Media Network is 7-Eleven’s coast-to-coast instore retail media platform in the US, designed to leverage the company’s unparalleled reach in the ‘immediate consumption’ sector. With more than 13,000 7-Eleven, Speedway and Stripes stores across North America, Gulp Media Network is the largest convenience retail media network in the US, targeting shoppers through robust loyalty, purchase and behavioural data that sits behind a comprehensive – and growing – suite of omnichannel advertising solutions that allow brands to engage with millions of convenience shoppers daily.
Among its most notable offerings are its instore digital screens and gas pump TVs, reaching customers at multiple touchpoints throughout their journey – both shopper and literal – and its instore audio offering, Gulp Radio, which is set to reach some 13,000 people by the end of 2025, making it the largest commercial radio network in the US.
The retailer also offers personalised messaging campaigns, tailored using data from more than 95 million loyalty members of its 7Rewards and Speedy Rewards programmes, allowing for precise targeting and relevant offers.
Beyond instore, Gulp Media connects with consumers through social platforms, mainly TikTok, Meta and Snapchat, connected TV, streaming audio and programmatic display/video, creating a seamless brand experience, posits the company.
Tools like C-Shopper and the Brainfreeze Collective – a 250,000-member research panel – provide further deep insights into shopper behaviour and campaign effectiveness, while “Lab Stores” serve as real-world research centres for testing new strategies.
So, what makes gulp media stand out? The biggest plus the network has is that Gulp Media reaches more than 12 million daily shoppers, with half of all US households living within two miles of a 7-Eleven or Speedway store. The network covers 47 of the top 50 US designated market areas (DMAs), ensuring broad and diverse audience access.
Additionally, as the leading immediate consumption retailer, 7-Eleven provides an ideal environment for trial and impulse purchases. Brands can introduce new products to a receptive audience ready to try single units, a unique advantage in the convenience channel. The company’s vast loyalty base allows Gulp Media to use first-party data to deliver highly segmented, real-time campaigns. This enables brands to reach the right shopper with the right message at the right time, both instore and across digital channels.
It also offers closed-loop measurement, offering advanced analytics, including return on ad spend (ROAS), incremental ROAS (iROAS), and custom reporting. Brands can track campaign reach, frequency, engagement and, crucially, directly attribute sales lift to specific media exposures, both in-store and online.
The Brainfreeze Collective and Lab Stores also provide unique opportunities for brands to test, learn and refine campaigns based on real shopper feedback and behaviour, enhancing the effectiveness of retail media investments.
While 7-Eleven does not publicly disclose Gulp Media’s revenue, the network’s massive reach, deep loyalty integration and ability to drive measurable sales lift make it a significant and growing player in the retail media sector.
Download the Retail MediaX Instore report to learn more about Gulp Media Network and the wider instore retail media market and how it is developing
