CHICAGO – Axonet announced today that bp’s U.S. retail footprint – more than 8,500 locations across brands including Amoco, Thorntons, ampm, and TravelCenters of America – has joined the Axonet Retail Media Network (RMN). Beginning in late Q3 2025, consumer packaged goods (CPG) brands will be able to connect with bp customers through bp’s earnify™ loyalty program and in-store touchpoints, offering targeted media and national promotions.
The partnership represents a significant expansion for Axonet’s RMN, enhancing reach and strengthening its role in connecting brands with convenience store shoppers. It also underscores bp’s continued investment in digital innovations to improve customer engagement and retail experiences.
As part of the deal, bp will also participate in Allure, Axonet’s national coupon network, to deliver digital coupons and rebates redeemable across all bp locations. Allure enables CPG brands to link national offers directly to in-store media activations, streamlining promotions without the need for back-office setup.
“bp and its family of brands represent one of the premier C-store footprints in the U.S.,” said Patrick Raycroft, CEO and Co-Founder of Axonet. “Their investments into shopper experiences and C-store innovation provide our advertisers with a pivotal opportunity to activate bp customers and influence at their point of purchase.”
“We are laser-focused on providing our shoppers with exceptional value and experiences,” added Joe Fumo, head of digital enablement for bp’s U.S. mobility & convenience business. “Working with Axonet accelerates our ability to deliver relevant content and meaningful in-store offers that drive both loyalty and advertiser returns.”
