Walmart plans to open or remodel 45 Fuel and Convenience stations this year, bringing its total to 450 locations.
On the surface, it’s a physical expansion—but it’s also a strategic retail media move. Here’s why.
1. It expands Walmart’s already massive footprint
With over 4,600 US stores, Walmart is one of the largest retailers in the country—a huge advantage for blending digital and in-store retail media. The growing network of Fuel and Convenience stations extends this reach, adding more consumer touchpoints throughout the day.
- This means more opportunities for advertisers to connect with shoppers not just online or in-store, but while they’re pumping gas or grabbing a snack.
- These quick-stop environments often spark impulse decisions, making them prime real estate for timely, behavior-triggering messaging.
- Over two-thirds (68%) of US adults said limited-time offers or discounts contributed to their latest in-store impulse purchase, according to August 2024 data from RetailNext.
2. It provides a new opportunity for non-endemic brands
Retail media has traditionally been dominated by endemic brands found in the aisles.
- But gas stations offer a more brand-neutral environment, allowing non-endemic advertisers to fit into the context without disrupting the shopping experience.
- Over half (53%) of US brands have taken advantage of the data and media networks of a retailer that don’t carry their products, according to an August 2023 survey from Merkle.
- That percentage has likely grown since then as retail media networks fight for more ad dollars and brands seek more first-party data partnerships.
3. More data, deeper insights
Walmart+ members can save up to 10 cents per gallon at these stations, which drives loyalty and encourages repeat visits.
- But beyond that, it provides Walmart with another source of first-party data—something 58% of US ad buyers plan to focus at least somewhat more on in 2025, according to December 2024 data from the Interactive Advertising Bureau (IAB).
- And because shoppers behave differently in a convenience setting than they might online or in a supercenter, this data helps Walmart (and its advertisers) better understand customer behavior to target and measure campaigns accordingly.
This was originally featured in the Retail Media Weekly newsletter. For more marketing insights, statistics, and trends, subscribe here.