Weigel’s Expands In-Store Audio Strategy Through Milk Crate Media Partnership.

Convenience store operator Weigel’s is expanding its in-store media strategy by rethinking how audio functions inside its stores through its retail media network, Milk Crate Media.

The company announced a partnership with My InStore Radio, its in-store radio provider, to move “beyond background music to a more intentional, community-aware and commerce-driven channel,” according to NACS, a global trade organization that focuses on advancing convenience and fuel retailing.

By leveraging My InStore Radio’s platform and integrating it into Milk Crate Media, Weigel’s said it can curate music and messaging tailored to each store’s environment, time of day and guest behavior. The result is “an audio experience designed to enhance atmosphere, reinforce brand consistency and complement the flow of the store rather than distract from it,” the company said.

Weigel’s said the strategy also establishes a “brand-safe, controlled audio environment for vendor and business partners. Through curated ad placements, partners will be able to reach guests at moments of high dwell and intent — inside the store and close to the point of decision — while remaining aligned with Weigel’s standards and guest expectations,” the company said.

The retailer noted that as stores increasingly serve as daily touchpoints and community destinations, in-store media is becoming more integrated into the retail experience. “Audio, in particular, offers a unique opportunity to influence mood, support operational flow and deliver relevant messaging without competing for visual attention,” the company said.

Earlier this year, Weigel’s introduced a redesigned mobile app, which it said delivers “a faster, more intuitive experience built around how guests actually shop, earn and save. The updated app reflects Weigel’s continued investment in loyalty, digital convenience and creating meaningful value at every visit.”

The company also rolled out new features, including MyWeigel’s Pay and a rewards program component that allows customers to earn rewards through trivia.