For decades, fuel retailers’ bread and butter has been fuel, as the regular need for gasoline has led to billions of trips to the pump. Yet the growth of electric vehicles and the transition to clean energy has challenged fuel retailers like never before.
How can fuel stations maximize outcomes while navigating this challenge? By reinvesting in retail growth with the help of media networks, which present an opportunity for organizations to grow business through non-fuel revenue and services.
Media networks enable diversification, growth and convenience
What are media networks? First and foremost, they are retailer-owned advertising platforms. Retailers can leverage customer data to engage targeted audiences through the advertising spots that they sell.
Indeed, data is the heart of media networks. It enables businesses to gain insight into their customers and understand how to better serve them. It also brings enhanced value to an organization, since data monetization opens up new revenue streams. With high margins and robust ROI, media networks give organizations the ability to monetize the information and relationships that they already own.
What does this mean in practice? Businesses can sell targeted advertising spots on their channels—such as kiosks, displays and apps—based on customer data. Due to the specialized nature of the advertising, media networks create a virtuous cycle wherein sales generate data, which in turn leads to more sales.