Inside Loop Neighborhood Markets’ Retail Media Play

At the end of last year, California-based Loop Neighborhood Markets launched retail media network LoopMedia Connect, which allows brands to reach convenience store shoppers through a fully integrated program that spans Loop’s website, loyalty app, in-store digital screens, in-store radio, social media channels and TV screens throughout the stores. LoopMedia Connect aspires to enhance the in-store experience for its c-store customers while driving measurable results for brand partners. 

CStore Decisions caught up with Pervez Pir, president of retail at Vintners Distributors, where he leads the company’s flagship brands: Loop Neighborhood Markets and Poppy Markets. The company operates more than 130 convenience stores in California.

CStore Decisions (CSD): Loop Neighborhood Markets rolled out its own retail media network — LoopMedia Connect — in December 2025. How does it work and what does it include? 

Pervez Pir (PP): Our retail media is about working with vendors to bring promotions, giveaways and discounts to the customer via the Loop app, in-store TVs and radio. We have packages we offer to vendors based on their offer and exposure on digital media. 

CSD: Why was the time right to launch a retail media network? 

PP: The timing was right because we were having great success with our loyalty program (LoopBack Rewards). Our signups continue to grow, and app usage has also increased. In addition, we installed TVs in stores that were controllable via the corporate office. Before we moved the controls to the office, we were relying on a USB stick to update content. 

CSD: What makes your network different from other convenience retail media platforms?

PP: I don’t think we have anything different from the competition when it comes to our digital vehicle. Our differentiator is our loyalty offers, targeting customers based on their buying patterns and habits, customizing the offers, and the ease of sign-up. These allow for greater adoption as well as sign-ups, which ultimately is favorable to the vendor. The vendors want to be on our platform as a result of this. 

CSD: How does your media network tie into the in-store customer journey? 

PP: We use our loyalty engine to give offers to the customer based on their buying habits and patterns. So, the offers aren’t generic for everyone, but specific to each. 

CSD: For retailers just starting out, what’s the biggest misconception about retail media? 

PP: The biggest misconception is that if you ask for funding from CPG (consumer packaged goods) companies for retail media that it is coming from the same place as your category managers negotiate from. There is retail media funding that is separate from what your team negotiates for monthly promotions and allowances. 

CSD: What advice do you have for other c-stores interested in launching retail media? Are there certain steps they should take first? 

PP: I would suggest having a dedicated person in your digital team or loyalty team work on this vs. your category managers. Make sure you provide value to the vendor by sharing the results of the program with analytics, impressions and other metrics, which would make it compelling for the vendor to continue the partnership. 

CSD: Now that LoopMedia is launched, what’s next? Are there plans to expand the program or launch something new? 

PP: Yes, we would like to install digital screens at the pump to engage the customer outside. Additionally, we are already using texting at the pump to engage with the customer, but we need to increase the focus on this and do more here.