bp makes big retail media push in the U.S.

Brands will be able to reach bp customers through targeted media placements.

Axonet is expanding its presence in the retail media space through a new partnership with bp, which will bring the oil and energy company’s U.S. convenience and travel center network into Axonet’s platform. The agreement covers more than 8,500 locations, including Amoco, Thorntons, ampm and TravelCenters of America.

Starting in late Q3 2025, brands will be able to reach bp customers through targeted media placements tied to the company’s earnify loyalty program and in-store channels. As part of the deal, bp is also joining Axonet’s Allure digital coupon network, giving shoppers access to national offers and rebates redeemable across the company’s stores.

For Axonet, the partnership marks a significant expansion of its network at a time when convenience retailers are increasingly looking to digital tools to drive both sales and customer loyalty. Retail media has become one of the fastest-growing advertising segments, with CPG companies seeking ways to influence purchasing decisions at the point of sale.

Executives from both companies positioned the agreement as a way to connect advertisers more directly with shoppers while improving the in-store experience. Analysts see such partnerships as part of a wider shift in convenience retail, where loyalty programs and digital promotions are being used to deepen engagement in a highly competitive sector.