Utilizing Retail Media to Boost Your Brand & Bottom Line

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Gilbarco Veeder-Root Retail Solutions business rebranded as Invenco® by GVR

Your brand is the heartbeat of your business, but effective branding goes beyond a name and logo. It’s about creating an ongoing conversation with your customers every time they visit.

Fact: Low prices and a rewarding loyalty program are among the top 3 reasons consumers choose a specific c-store location.¹

To capitalize on these tactics, you must consistently communicate your brand’s values and message on the forecourt and around the store.

Retail media is an incredible tool to leverage your customers’ attention with precise impact.

The key is taking full advantage of the abilities modern retail media offers including:

Drive In-Store Sales – Capture the attention of customers during fuel-ups, promoting timely and relevant store offers, and enticing them to make additional purchases inside the store.
Loyalty Building – Promote your loyalty program or go a step further and include a QR code that links directly to your loyalty registration page.
Cloud-Connected Consistency – Seamlessly dispatch brand-consistent media content across your network or customize specific sites based on sales data and customer demographics.

Technology That’s Here to Help

The rapid evolution of digital displays and content management systems has made these technologies more affordable and efficient than ever.

Here are some examples of tech that can help your retail media strategy:

FlexPay 6 OPTs: FlexPay 6’s hardware supports higher resolution and full touch screens for more engaging and interactive customer interfaces.
Engage Prompt: Easily brand and personalize the customer payment journey with background images, animations, custom buttons, different languages, and even dayparting.
Engage Media: Engage with customers to build your brand, influence customers to come into the c-store, or monetize screen time using all major content management system features including playlist creation, scheduling, custom dayparting, tailored deployment to site groups, and playback reporting.

Engage Media API: Incorporate dispenser media to your (or a partner's) IT system to simplify marketing management, offer a unified customer experience across all media channels, and make the most of screen time you choose to monetize.

Don’t Do it All Yourself

Partnerships are critical for an effective retail media strategy. Whether it’s collaborating with external agencies for content creation or working with local businesses on co-branded efforts, partnerships can offer diverse perspectives and enhance your media strategy.

The Bottom Line

Retail media helps to create a frictionless customer experience that seamlessly integrates fueling transactions with other retail activities, driving more foot traffic into stores.

By focusing on the importance of branding, the power of technology, and strategic partnerships, retailers can create compelling, engaging experiences that resonate with customers and drive business success.

_{The information from this blog was first presented at RTC24. Stay tuned for dates and location for RTC25 to gain early access to information like this.}

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