A new program gives early partners exclusive access to in-store, mobile, and CTV performance data across Canada’s largest convenience and gas retail media network.
Today, Shopper Marketing Media announced the launch of a Category Exclusivity Program for CPG brands. Participation is capped at 12 partners across six categories, with no more than two brands permitted per category.
The program covers beverage, salty snacks, energy, confectionery, alcohol, and lottery. Early partners will generate category-specific benchmarks and establish a first-mover advantage in a channel that has historically lacked measurable, scalable media solutions.
Why it matters
Convenience retail has long been underserved in the retail media conversation. Shoppers make hundreds of millions of trips through the channel each year, yet CPG brands have had limited tools to measure the impact of the media dollars they deploy there.
Shopper Marketing Media solves that. The network combines in-store digital out of home with mobile retargeting built from fully polygoned store footprints, extended across Connected TV and digital and social platforms. Twelve pre-built shopper segments are available, and reporting ties activity to store, regional, and network-level outcomes.
Network scale
Shopper Marketing Media’s network spans 3,189 retail locations and 7,802 media placements across Canada’s convenience and gas channel. That includes 2,251 digital screens and 5,551 static placements. Retailer partners include Circle K, INS Market, Rabba Fine Foods, Hasty Market, the Independent Convenience Network, and the Multicultural Network. The network delivers more than 31 million daily impressions to high-frequency shoppers.
Proof the model works
Early campaigns have delivered measurable outcomes. A confectionery brand saw a 30% sales lift. A lottery partner delivered a 7.2x return on ad spend. These early results validate convenience retail as a precision media channel.
How the program works
Media programs are customized by retailer banner, audience segment, and channel mix. Category restrictions apply for alcohol and lottery based on retailer guidelines. CPG brands that lock in early protect their category from direct competitors for the life of the program.
What our partners are saying
“Convenience retail has not realized its full potential in the context of retail media. Shopper Marketing Media changes that. In-store, mobile, and CTV touchpoints built for the convenience channel mean brands reach this shopper with precision and at scale. I am thrilled to lead partnerships and build on the strong foundation the team has established.”
Cassandra Gallagher, VP, Partnerships and Growth, Shopper Marketing Media
“Shopper Marketing Media is building something the Canadian convenience channel has needed for a long time. They put brand and retailer partnerships at the center of the work, and they back it up with data. When CICC set out to visualize our 2025 State of the Industry report, Shopper Marketing Media and Datalytica delivered an interactive product that let our members explore six years of category data at the click of a mouse. It is the kind of partnership our industry benefits from, and one we plan to grow.”
Jeff Brownlee, Vice President of Communications and Stakeholder Relations, Convenience Industry Council of Canada
Download the full announcement
Get the complete press release, including program structure, category breakdown, and network details.
Review the program
CPG brands can review program details and submit interest at CPGCampaign.ShopperMarketingMedia.com.