Inmar Intelligence debuts digital coupons program for c-store retailers

WINSTON-SALEM, N.C. — Inmar Intelligence is introducing digital coupons to the convenience and gas sectors for the first time, launching a new CPG-focused program in partnership with bp and convenience retail media network Axonet.

The initiative adds digital coupons to a retail segment where such tools were previously unavailable, creating a new way for convenience stores to boost loyalty, increase basket size, and offer extra value to shoppers. The program is driven by Inmar Intelligence’s incentives platform and is directly integrated into bp’s earnify loyalty app, allowing customers to find, clip, and redeem offers easily on their mobile devices.

Through the earnify app, bp customers can access digital CPG offers across fast-moving convenience categories such as beverages, snacks, candy, and adult beverages. Inmar said the experience is designed to be frictionless, aligning with convenience shoppers’ expectations for speed, simplicity, and immediate value, while also helping retailers and brands boost repeat visits and in-store engagement.

“We are committed to delivering value and innovation to our guests every time they visit,” said Joe Fumo, head of digital enablement for bp’s U.S. mobility and convenience business. “Working with Inmar in partnership with Axonet allows us to offer relevant digital coupons through the earnify app, creating an easier way for our guests to save and build loyalty.”

The launch occurs as convenience retailers continue to adapt their business models to attract more customers and increase their share of spending. While foodservice has been a major growth driver for the channel over the past twenty years, loyalty programs and personalized digital engagement are increasingly seen as the next key area for competition. Inmar stated that the new program allows convenience operators to better utilize loyalty data and targeted incentives, helping turn frequent visits into stronger customer relationships.

For CPG manufacturers, the program offers a new nationwide activation opportunity within the convenience channel, giving access to highly engaged, high-frequency shoppers. By utilizing Axonet’s aggregated C-store retail media network, brands can track performance and link digital incentives directly to in-store results.

“This program is a win-win for everyone involved,” said Rob Weisberg, EVP and president of MarTech at Inmar Intelligence. “We are enabling CPGs to effectively reach a new audience and drive in-store sales, all while providing bp’s loyal customers with a seamless way to save money. We see this as the future of convenience.”

Inmar stated that the collaboration also reflects wider changes in the convenience industry toward data-driven merchandising and more advanced retail media strategies. By rolling out digital coupons on a large scale, the partners seek to bridge a long-standing gap between convenience and other retail channels that already depend heavily on digital offers and personalized incentives.

The digital coupons program began rolling out at bp locations in January as a pilot, with a full launch planned for later in the first quarter. Inmar said the initiative is expected to expand CPG participation and further enhance loyalty-driven engagement across bp’s convenience footprint as the rollout progresses.

To explore how bp's new digital coupons program powered by Inmar Intelligence facilitates consumer loyalty and advances digital innovation, visit www.inmar.com/solutions/martech.