Digital coupons are a staple of supermarket savings, but can they fuel sales at gas-and-go convenience stores? BP is launching a first-of-its-kind pilot to find out, and TWIRM wants to know: Will the move make sense (and dollars) for drivers topping off the tank?

TWIRM, as every retail media maven knows, is the This Week in Retail Media podcast hosted by Kate Dickson, Head of Marketing and Communications, Retail Media, STRATACACHE. This week, Kate sits down with industry insider Alison Dunham, VP of Retail Media Monetisation UK for STRATACACHE’s PRN arm, to dive into three intriguing retail media stories on their radar.

First up is the news, courtesy of C-Store Dive, that BP will pilot manufacturer-funded digital coupons in gas-station convenience stores across the U.S. this spring through its Earnify app. The initiative marks the first time that manufacturers are offering digital coupons in the convenience and gas sector. Will grocery store-style couponing catch on with drivers on the go?

Win or lose, Alison sees a massive data upside for BP. “A retailer with an audience, if you’re not obtaining data through a loyalty card or app, you are missing out,” she says. But the convenience store is a fundamentally different venue than supermarkets and, for time-crunched drivers, “it’s not really a browsing environment,” she notes.

From BP’s foray into digital couponing, Kate and Alison head to Sam’s Club, which is revamping its in-store sampling strategy to glean more data insights about club members. Lastly, they jet to Morrison’s to check out its new partnership with Expedia for travel bookings tied to loyalty points.

Click here to hear Kate and Alison size up the potential for digital couponing in the gas and convenience sector. 

Alison will also be leading a panel on in-store digital media creativity at What’s in Store for Retail Media Networks in Düsseldorf on February 23. Click here for program and ticket information.

The PRN team will also be in attendance of MAD//NORTH in Manchester, UK on February 25th to 26th. To find out more about the event and secure your ticket, click here.