In a move aimed at redefining the convenience store (C-store) shopper experience, Zitcha and Axonet have announced a strategic partnership on audiences for this retail media channel.

The collaboration is designed to enhance shopper engagement and provide Fast-Moving Consumer Goods (FMCG) brands with a new opportunity to connect with previously unreachable C-store shopper audiences in the US, a market valued at $44bn.

Axonet, a C-store Retail Media Network, will leverage its first-party data and shopper audiences, integrating these insights with Zitcha's Retail Media Platform to improve business outcomes. This partnership signifies Zitcha's first foray into the US market, with Axonet planning to run Meta and Trade Desk Ads through Zitcha's platform.

Axonet, founded by retail technology expert W. Capra Consulting Group, brings over two decades of experience in the Convenience & Energy Retailing vertical to the table.

"In partnership with Zitcha, we [Axonet] are able to offer a single-pane view of advertiser campaign performance across channels engaging C-store shoppers at various points in their shopper journeys including offsite, on-premise, and in-app," VP of Business Development at Axonet, John Reiss, said. "Our first-party purchase and loyalty data ensures campaigns reach the right people at the right time with the right message."

The partnership has set its sights on targeting 25,000+ convenience stores and 100 million addressable audience profiles within its network by 2025.

CEO of Zitcha, Troy Townsend, expressed optimism about the partnership.

"This is still an evolving ecosystem, but partnering with Axonet, we are pushing the boundaries, while simplifying this space. Together we will offer the ability for C-Store retailers across the US to see immediate value participating in Retail media meanwhile fully automating the experience for CPG to buy across the category," he said.