ATLANTA – RaceTrac Inc. has launched Trac Media Group, a retail media network that connects advertisers with convenience store customers across digital and in-store channels, initially covering more than 600 RaceTrac locations.
The network allows brands to plan, purchase and measure advertising campaigns across multiple customer touchpoints, including fuel pumps, checkout areas and digital platforms. It combines RaceTrac’s store traffic with purchasing insights from its RaceTrac Rewards loyalty program to help advertisers reach shoppers and measure campaign performance against sales.
“RaceTrac is part of our guests’ daily routine, whether that’s the morning coffee run, the fill-up on the way home or the stop for a cold drink in between,” said Jamie Miller, vice president of marketing at RaceTrac Convenience Retail. “Trac Media Group is built on that frequency. It gives brands a way to show up in those everyday moments with something genuinely useful to the guests most likely to act on it.”
The launch reflects the growing role of retail media in convenience retail, where frequent customer visits and loyalty data offer advertisers opportunities to connect with consumers close to the point of purchase.
RaceTrac said the network will provide campaign measurement linking advertising investments to actual sales, giving brand partners greater visibility into the effectiveness of their marketing spending.
“Everything we do at RaceTrac starts with the experience our guests expect at every stop,” said Melanie Isbill, president of convenience retail at RaceTrac Inc. “We’ve spent decades building that experience one location, one relationship at a time, and Trac Media Group is the next stage of that growth.”
Although the network will initially operate at RaceTrac-branded stores, the company plans to eventually expand it across its broader retail portfolio, including RaceWay, Gulf and Potbelly.
Atlanta-based RaceTrac Inc. operates a portfolio that includes more than 850 RaceTrac and RaceWay locations, approximately 1,200 Gulf-branded locations and more than 445 Potbelly sandwich shops nationwide.
More information is available through Trac Media Group
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