RaceTrac Launches Retail Media Network

RaceTrac has launched a retail media network, Trac Media Group, which it said “gives brands a new way to reach guests where they already shop and eat,” according to a press release.

Trac Media Group will initially be available at 600 RaceTrac locations, with the long-term vision to expand to RaceTrac Inc.’s other retail brands, including RaceWay, Gulf and Potbelly. RaceTrac said the media network gives brands the ability to plan, buy and measure campaigns in one place, with the reach spanning digital channels and physical locations. The company said Trac Media Group provides advertisers with data on the combination of visit frequency, purchase behavior and loyalty engagement, along with measurement that ties campaign investment to sales.

"RaceTrac is part of our guests' daily routine, whether that's the morning coffee run, the fill-up on the way home or the stop for a cold drink in between," said Jamie Miller, vice president of marketing for RaceTrac convenience retail. "Trac Media Group is built on that frequency. It gives brands a way to show up in those everyday moments with something genuinely useful to the guests most likely to act on it."

“Everything we do at RaceTrac starts with the experience our guests expect at every stop," said Melanie Isbill, president of convenience retail at RaceTrac Inc. “We've spent decades building that experience one location, one relationship at a time, and Trac Media Group is the next stage of that growth. We're inviting our brand partners to grow right alongside us, reaching the guests who already trust RaceTrac every day.”