Observed Signal · Aug 3, 2026 · Platform Expansion · Source: Modern Retail · Impact: 3/5 · Sentiment: Positive
Circle K expands Full Circle Media retail network
Circle K is openly promoting and expanding its retail media network, Full Circle Media, to reach shoppers across its convenience stores, fuel pumps and digital channels in the U.S., Canada and Europe. The network reportedly reaches more than 6,600 locations and delivers up to 200 million monthly impressions. Circle K has 13,200 in-store "Lift" upsell screens at those locations, screens at over 3,800 fuel pumps, and is adding social and off-site placements while experimenting with closed-loop and incrementality measurement. Joell Robinson was named director of retail media and is building an omnichannel retail media program tied to merchandising and the Inner Circle loyalty program (14.7 million members). Analysts note convenience-store retail media is fragmented in the U.S., which may limit reach unless aggregation occurs.
Circle K is scaling a sizable retail media network with broad physical footprint and digital placements and is investing in measurement — important for CPG advertisers and DOOH growth — but the fragmented c-store market limits immediate industry-wide impact.
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Key Takeaways & Evidence Grounding
- Circle K is promoting and expanding its retail media network, Full Circle Media, across convenience stores, fuel pumps and digital channels in the U.S., Canada and Europe.
- Full Circle Media reaches more than 6,600 locations and delivers up to 200 million monthly impressions, according to Circle K.
- Circle K has 13,200 in-store Lift upsell screens installed at 6,600 locations and screens at more than 3,800 fuel pumps.
- Circle K’s Inner Circle loyalty program is available at more than 5,000 stores in 34 states and has 14.7 million members.
- Joell Robinson was named director of retail media for Circle K and the network began offering social and off-site placements and measurement experiments including closed-loop and incrementality measurement.
Connected Companies & Entities
2 Entities mapped“She was previously senior director of retail media at Giant Eagle, where she helped build the Leap retail media network....”
“Circle K is more openly promoting and expanding its retail media network, Full Circle Media, as a way for advertisers to reach shoppers acro...”
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