Weigel’s Launches Milk Crate Retail Media to Enhance Brand Engagement

What's Happening?

Weigel’s, a convenience-store chain, has officially launched its own retail media network called Milk Crate Retail Media. This initiative aims to leverage Weigel’s existing in-store and digital ecosystem, which has been developed through its loyalty program, NIL partnerships, and proprietary food programs. According to Nick Triantafellou, Weigel’s Director of Marketing and Merchandising, the new network will allow brands to target customers more precisely and tell their stories across Weigel’s owned channels. This move not only opens a new revenue stream for Weigel’s but also strengthens vendor partnerships and enhances brand connection with customers. Weigel’s is ranked No. 84 on CSP’s 2025 Top 202 list of convenience store chains by store count.

Why It's Important?

The launch of Milk Crate Retail Media signifies a growing trend among convenience-store chains to establish retail media networks (RMNs). By doing so, Weigel’s joins other chains like Parker’s Kitchen, Casey’s, and Wawa in utilizing first-party data to enhance advertising strategies. This development is crucial as it provides brands with a platform to engage with customers in a more targeted and contextual manner, potentially increasing sales and customer loyalty. For Weigel’s, this initiative is a strategic move to modernize its marketing approach as it approaches its 95th anniversary, ensuring it remains competitive in the evolving retail landscape.

What's Next?

Weigel’s plans to further integrate Milk Crate Retail Media with its MyWeigel’s Rewards program, allowing for direct ties between in-store and digital impressions and loyalty activations. As the network grows, it is expected to attract more brand partnerships, enhancing the overall customer experience. The success of this initiative could prompt other convenience-store chains to explore similar strategies, potentially reshaping the retail media landscape.