bp retail media network: how bp's US stores sell ads through Axonet

bp chose to join a shared network instead of building its own. Several big US convenience chains, including 7-Eleven, Wawa and Casey's, run their own retail media network, such as 7-Eleven's Gulp Media Network. bp's head of guest experience, Derek Gaskins, explained the choice in November 2025. Even at bp's size, he said, "we are not large enough to match what a Walmart or Amazon can do" (P2PI, 20 November 2025). His answer was a coalition. EG America and Parker's Kitchen had already joined Axonet, which W. Capra Consulting Group launched in 2023 (C-Store Dive, 28 August 2025).

The second difference is that offers sit next to media. Through Axonet's Allure network, a brand can attach a national coupon or rebate to its campaign, redeemable at bp-family stores without back-office setup. In January 2026 Inmar Intelligence added digital coupons inside the earnify app, in categories such as beverages, snacks, candy and adult beverages. Inmar presented this as the first digital coupon program in the convenience and fuel channel, a company claim (Mass Market Retailers, 21 January 2026). For a soft-drink brand, that means one buy can carry both the ad and the discount.

Third, one owner spans very different formats. The portfolio runs from ampm convenience stores to TravelCenters of America travel centers, under five banners. P2PI reported that bp is looking into off-premise advertising, such as an offer to a known buyer who has not visited for a few days (P2PI, 20 November 2025). That plan was not live in the sources we read.

In-store. The 2025 release promised targeted in-store advertising at bp-family stores. P2PI reported that many of the 8,500 locations have screens (P2PI, 20 November 2025). A screen count and a list of in-store media formats by banner are not published.

Loyalty and app. Brands can run promotions to earnify members. The Inmar program lets members find, clip and redeem coupons in the app.

Network-wide options. Axonet's site lists offsite programmatic display and social, in-store audio, fuel dispenser media, email, SMS and push across its network. We found no source saying which of these run at bp sites. The convenience store retail media guide compares these formats across chains.

Targeting rests on earnify loyalty data and on purchase data that Axonet gathers by store and SKU across its retailers. Axonet describes itself as an aggregated network that normalises this data so one campaign can run everywhere. Brands receive results and audiences, not customer records; the exact data-sharing terms are n/d.

Convenience shoppers buy often and in small baskets. That gives frequent signals, but a single chain's data covers only part of a shopper's week. Pooling retailers is how Axonet tries to close that gap.

Axonet says it measures results "against real store sales", a company claim. Inmar said brands in its program can link digital incentives directly to in-store results. We found no independent audit, no Media Rating Council accreditation and no published incrementality method for bp campaigns. Ask whether results are reported for bp stores alone or across the whole network.

1. Contact Axonet. Its site offers a campaign planning route for brands and agencies; bp inventory is sold as part of the network.
2. Ask for bp-only or network-wide reach. Decide whether you want bp, Amoco, Thorntons, ampm and TravelCenters of America shoppers alone or all member retailers.
3. Pair media with an offer. Use Allure or the Inmar earnify program to attach a coupon or rebate to the campaign.
4. Check the formats. Confirm which screens, audio or pump media exist at bp sites before you plan.
5. Agree the sales read. Settle the attribution window, control stores and whether results are split by banner.

It suits:

• beverage, snack and candy brands that sell through US convenience stores;
• brands that want a coupon and an ad in one buy;
• buyers who prefer one contract across many c-store chains.

It suits less:

• brands that want a bp-only partnership with bp's own sales team;
• advertisers who need audited or accredited measurement;
• categories with little convenience-store distribution.

• A bp-branded name for the offer, if one exists.
• The number of bp-family sites with screens, and whether pump screens are sold.
• Whether Axonet's offsite, audio and SMS formats run for bp.
• Self-serve access, minimum spend and rates.
• Axonet's headquarters and the size of bp's earnify membership.

1. Axonet, "bp's Retail Brands Join The Axonet Retail Media Network", release published by Retail IT Insights (27 August 2025). https://www.retailitinsights.com/doc/bp-s-retail-brands-join-the-axonet-retail-media-network-0001
2. C-Store Dive, "BP joins Axonet retail media network" (28 August 2025). https://www.cstoredive.com/news/bp-c-stores-axonify-retail-media-network/758822/
3. Path to Purchase Institute, "BP Joins Axonet as C-Store Retail Media Activity Accelerates" (10 September 2025). https://p2pi.com/bp-joins-axonet-c-store-retail-media-activity-accelerates
4. Path to Purchase Institute, "The 'Herculean Lift': How BP's Customer Obsession Drives Retail Media, Category Strategy & Potential POS Overhaul" (20 November 2025). https://p2pi.com/herculean-lift-how-bps-customer-obsession-drives-retail-media-category-strategy-potential-pos
5. Mass Market Retailers, "Inmar Intelligence debuts digital coupons program for c-store retailers" (21 January 2026). https://massmarketretailers.com/inmar-intelligence-debuts-digital-coupons-program-for-c-store-retailers/
6. Axonet, home page (accessed 9 November 2026). https://axonet.io/