Oil and gas giant BP has teamed up with retail media platform Axonet to enable CPG brands to connect with its customers via targeted media and national offers in the US.
BP’s entire US retail footprint – totalling over 8,500 locations including Amoco, Thorntons, ampm, and TravelCenters of America – has joined the Axonet retail media network (RMN). The partnership will see Axonet leverage BP’s Earnify loyalty program, and in-store touchpoints across these locations, to give CPG brands the opportunity to reach people as they shop from late Q3 2025.
“We are laser-focused on providing our shoppers with exceptional value and experiences at all of our convenience and branded locations,” said Joe Fumo, Head of Digital Enablement for BP’s US mobility & convenience business. “Working with Axonet accelerates and enhances our ability to deliver relevant content and meaningful in-store offers to our guests, which will in turn drive higher loyalty engagement and strong returns for advertisers.”
BP will also join Allure, Axonet’s coupon network, to offer digital coupons and rebates redeemable across BP’s portfolio of locations. BP’s stores will be able to activate the savings directly at store-level.
“BP and its family of brands represent one of the premier C-store footprints in the US. 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,” said Patrick Raycroft, CEO and Co-Founder of Axonet. “We are thrilled to partner with the forward-thinking team at BP to help deliver positive customer experiences, operational excellence, and streamlined solutions for brands to reach shoppers along their purchase journey.”
