Inmar Launches Digital Coupon Program, Expanding Retail Media in Convenience Stores
Event summary
- Inmar Intelligence, bp, and Axonet are launching a digital coupon program within bp's convenience stores, marking the first such initiative in the convenience and gas (C&G) industry.
- The program leverages Inmar's incentives platform and is accessible through bp's earnify™ app.
- A pilot test will begin in January 2026, with a full launch planned for later in Q1 2026.
- The initiative aims to enhance customer loyalty and drive in-store sales, particularly for categories like beverages, snacks, and adult beverages.
The big picture
The convenience store sector is facing pressure to enhance customer loyalty and drive in-store sales, with food service already experiencing significant growth. This initiative represents a strategic move to leverage digital channels and retail media to capture a larger share of the CPG market, which is estimated to be a multi-billion dollar industry. By introducing digital coupons, Inmar, bp, and Axonet are attempting to create a new standard for shopper engagement in a traditionally underserved retail segment.
What we're watching
- Adoption Rate
- The success of the program hinges on consumer adoption of the earnify™ app and willingness to engage with digital coupons, which will dictate the impact on CPG sales and bp's loyalty program metrics.
- Competitive Response
- Other convenience store chains will likely observe this rollout closely and may accelerate their own digital coupon or loyalty program initiatives, potentially intensifying competition for consumer spend.
- Data Privacy
- As the program gathers more shopper data, Inmar and bp will need to proactively address data privacy concerns and ensure compliance with evolving regulations to maintain consumer trust.
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