The evolution of retail media networks is no longer confined to the likes of Amazon, Walmart, or Target. These platforms, once associated almost exclusively with the retail behemoths, are now expanding rapidly into smaller, regional, and specialty chains.
From convenience stores to category-specific retailers, the RMN model is proving scalable and adaptable across a wide spectrum of formats.
As consumer packaged goods brands chase first-party data and targeted exposure, these smaller retailers are seizing new opportunities to monetize their traffic and enhance shopper engagement.
C-Stores Join the Fray
Convenience stores are among the fastest-growing segments embracing RMNs. Long considered late to the digital advertising game, c-stores are now fully engaging with the model.
Chains like Casey’s General Stores and 7-Eleven are adopting retail media platforms that enable data-driven advertising across digital and in-store channels.
These moves are being driven by a confluence of factors: increased mobile app usage, growing loyalty program memberships, and a broader recognition that retail media is no longer a theoretical add-on, but a necessary revenue and marketing channel.
Industry observers note that the high-frequency nature of c-store visits makes them a valuable environment for targeted promotions. With platforms now accessible through technology vendors that cater to non-enterprise retailers, the barriers to entry have been significantly lowered.
Regional Chains Leverage AI to Compete
Regional retailers are also adopting RMNs, often powered by artificial intelligence to offset limited in-house resources.
One example is Blain’s Farm & Fleet, a Midwest-based chain that recently launched AI-powered ad targeting to enable advertisers to connect with shoppers across multiple touchpoints.
The chain’s platform analyzes shopping behavior and inventory data to deliver relevant offers to consumers, offering a new level of personalization without requiring massive infrastructure.
These moves highlight a trend toward more localized media strategies, where smaller chains can offer advertisers the kind of contextual relevance that larger, national retailers cannot always provide.
ALDI Automates Digital Shelf Content
Even retailers not traditionally seen as advertising-first brands are entering the ecosystem. ALDI, known for its no-frills approach, is applying artificial intelligence to improve digital shelf content.
The retailer has started using generative AI to automate product descriptions on its e-commerce platform. While not a retail media network in itself, this automation supports the infrastructure necessary for digital advertising and showcases how AI is transforming backend operations to support shopper-facing content.
Such investments help streamline the path to implementing full-fledged RMNs, particularly for chains looking to digitize operations incrementally rather than through sweeping overhauls.
Trader Joe’s Bucks the Trend
While many retailers are racing to build RMNs, not all are on board. Trader Joe’s has taken a contrary position, explicitly avoiding retail media monetization in favor of traditional, human-led merchandising.
Executives have reaffirmed the chain’s commitment to physical store experience and customer interaction, viewing the human touch as core to its brand identity.
This decision illustrates the ongoing debate in retail over balancing commercial opportunities with customer experience.
For Trader Joe’s, prioritizing store ambiance and trust over third-party advertising revenue reflects a broader strategy rooted in customer loyalty and brand control.
New Verticals Expand the Playing Field
The footprint of retail media is also broadening across verticals such as pet supplies, beauty, and sporting goods.
Retailers like Petco and Ulta have developed in-house networks tailored to their unique shopper bases, integrating media with influencer content and live commerce features.
These developments show that retail media is not confined to supermarkets or general merchandise stores; it is becoming a fundamental component of omnichannel commerce across sectors.
Additionally, non-endemic brands—companies not directly selling products in a given retailer—are beginning to experiment with these networks as alternative media channels, attracted by the data-rich environments and closed-loop attribution capabilities.
A Shifting Landscape
The retail media landscape is changing quickly, driven by advances in technology and shifts in consumer behavior. As RMNs become more accessible and versatile, retailers of all sizes are finding new ways to participate.
Whether through turnkey third-party platforms, AI-driven targeting, or enhanced digital merchandising, the expansion of RMNs into smaller, more specialized retail spaces signals a democratization of digital advertising.
The future of retail media is no longer just about scale—it’s about relevance, personalization, and adaptability.
