Circle K is more openly promoting and expanding its retail media network, Full Circle Media, as a way for advertisers to reach shoppers across its convenience stores, fuel pumps and digital channels in the U.S., Canada and Europe.Last year, Circle K named Joell Robinson director of retail media for Circle K. She was previously senior director of retail media at Giant Eagle, where she helped build the Leap retail media network. The company began using the Full Circle Media branding in February. Before then, the company had been relatively quiet about its retail media business. Full Circle Media reaches more than 6,600 locations in the U.S. and delivers up to 200 million monthly impressions, according to Circle K.
“Circle K has had a network; it just hasn’t been out there,” Robinson told Modern Retail. “We’ve had suppliers participating, but [we are] really building up our capabilities, and our measurement, and the scalability of the whole thing, and making sure it’s built to last.”
Robinson said that previously, the company had been focused on retail media through its proprietary upsell screens, called Lift, in stores. The company has 13,200 screens installed at 6,600 locations, in addition to in-store digital walls. She describes the Lift screens as working similarly to sponsored searches online: When a customer purchases one candy bar, for example, it may tell them there’s a “two for $3” deal, indicating they should pick up another one.
