bp's Retail Brands Join The Axonet Retail Media Network

Today, Axonet announced that bp’s U.S. retail footprint – totaling over 8,500 locations including Amoco, Thorntons, ampm, and TravelCenters of America – has joined the Axonet Retail Media Network (RMN). Through bp’s earnify loyalty program and in-store touchpoints at its convenience and travel center locations, Axonet will enable CPG brands to connect with bp customers with targeted media and national offers starting in late Q3 2025.

This partnership signifies a major milestone in Axonet’s continued growth, expanded reach, and capabilities within the retail media space while underscoring its dedication to building valuable engagement between brands and C-store shoppers. Joining the Axonet Retail Media Network reflects an ongoing investment in digital innovations to deliver premier customer experiences.

Within the Axonet RMN, bp will also be joining Allure, Axonet’s national coupon network, to offer digital coupons and rebates redeemable at all bp locations within its portfolio of brands. With Allure’s capabilities, retail locations can activate these savings directly at the store level without the need for back-office setup. This will enable CPG brands to seamlessly and efficiently attach national offers to media activations directed at bp customers.

“bp and its family of brands represent one of the premier C-store footprints in the U.S. 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.”

“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.”

About Axonet
Axonet improves shopper experiences and omnichannel marketing performance transparency by aggregating and normalizing store, SKU, and loyalty purchase data at scale across a nationwide network of C-store retailers. We facilitate an improved value exchange between retailers, CPG brands, and the difficult to reach audience of high frequency, impulse-driven, and immediate consumption convenience guests. Axonet is the aggregated retail media network, purpose-built for the convenience industry. For more information, visit axonet.io.