In this episode, hosts Tom Limongello and Marc Walkin introduce a discussion from Shoptalk Spring that explores the untapped potential of retail media within convenience stores—a space defined by massive foot traffic and impulse-driven shopping.

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Joined by Mario Mijares (7-Eleven Gulp Media), Andrew Lipsman (retail media analyst), Marc Walkin (CMO, Qsic), and Matt Elsley (Co-founder & CEO, Qsic), the discussion uncovers why convenience stores like 7-Eleven are uniquely positioned for brands to influence consumer decisions at the point of purchase. The panel highlights the necessity of creative differentiation in this fast-paced environment, emphasizing concise and impactful audio advertising that reaches shoppers who aren’t distracted by headphones. They delve into the transformative impact of first-party data and analytics—such as 7-Eleven’s Brain Freeze Collective—and how these insights drive both immediate sales and long-term brand loyalty. The guests also address challenges in measurement and organizational adoption, sharing how innovations like Qsic’s autonomous volume adjustment are helping brands optimize in-store campaigns. Looking ahead, the conversation predicts a future where non-endemic brands invest more heavily in the channel and where personalized, context-aware advertising becomes the norm.

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Connect with the guests on LinkedIn: Mario Mijares, Andrew Lipsman  Marc Walkin and Matt Elsley

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Takeaways:

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The Power of Impulse Purchases: Convenience stores, like 7-Eleven, thrive on impulse-driven shopping. With 250 million shoppers a month, these stores offer brands a unique opportunity to influence consumer decisions right at the point of purchase. Unlike traditional online shopping, where consumers search for specific items, C-stores allow brands to capture attention through strategic in-store advertising, making it a prime channel for trial and new product introductions.

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Creative Differentiation is Key: As Marc pointed out, while we often focus on the "who" and "where" of advertising, we need to pay more attention to the "how." The convenience store environment demands creativity that resonates with consumers in a fast-paced setting. Mario focuses on the specific challenge in targeting Gen Z and that audio ads can be particularly effective since shoppers are not wearing headphones when they drive up to a 7-Eleven. Additionally, the old 30 second commericials won't work in this context, instead, crafting concise, impactful messages that grab attention quickly is essential for success.

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Data-Driven Insights for Better Targeting: The integration of first-party data and advanced analytics is revolutionizing how brands approach retail media in convenience stores. With tools like the Brain Freeze Collective and innovative platforms that leverage AI, brands can gain valuable insights into consumer behavior and preferences. This data not only helps in crafting tailored advertising strategies but also enhances the overall shopping experience, driving both immediate sales and long-term brand loyalty.

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Chapters:

‍00:00:00 - Introduction to The Middlemen PodcastDiscussion with Mario Mijares from 7-Eleven and Andrew Lipsman, retail media analyst, Marc Walkin & Matt Elsley of Qsic.

‍00:01:04 - Exploring C-Stores as a Retail ChannelThe unique opportunities presented by convenience stores in retail media.

‍00:01:51 - The Importance of Creativity in Retail MediaEmphasizing the need for creativity and differentiation in advertising strategies.

‍00:02:29 - Attribution and Impulse PurchasesUnderstanding the significance of impulse buying in convenience stores.

‍00:03:26 - Scale and Reach of C-StoresHighlighting the massive transaction volume at 7-Eleven and its advertising potential.

‍00:04:20 - C-Stores Gaining Attention in Retail MediaAndrew Lipsman discusses the growing recognition of C-stores in retail media.

‍00:06:25 - Unique Value Proposition of C-StoresMario explains the advantages of advertising in convenience stores.

‍00:08:07 - Leveraging First-Party DataHow 7-Eleven uses data to enhance product offerings and advertising strategies.

‍00:10:27 - Innovative Product IntroductionsThe role of convenience stores in testing and launching new products.

‍00:12:30 - The Power of Audio AdvertisingDiscussing the effectiveness of audio ads in convenience store environments.

‍00:14:31 - Ad Effectiveness and Creative StructureThe importance of ad structure and messaging in driving sales.

‍00:16:44 - The Role of Contextual TargetingUnderstanding the significance of context in advertising effectiveness.

‍00:19:08 - Challenges in Retail Media AdoptionExploring the barriers to implementing retail media in convenience stores.

‍00:24:02 - Measurement Solutions in Retail MediaDiscussing the advancements in measuring ad effectiveness in-store.

‍00:27:30 - Future of Retail Media in Convenience StoresPredictions on the evolution of retail media in the convenience sector.

‍00:32:49 - Closing Thoughts and AcknowledgmentsFinal reflections on the potential of C-stores as an advertising channel.

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