Weigel's will connect the screens at all 90 of its convenience stores to a single on-premise digital experience platform through a new partnership with Shep Digital Solutions, announced last week by Shep.

The deal ties forecourt dispensers, digital window signage and in-store screens to Shep's retail media platform. It gives Weigel's centralized control over its content and campaigns across every customer touchpoint on site.

Shep's technology will also let Weigel's verify where and when campaigns and content run. The retailer keeps control of its messaging and advertising inventory as it continues building out its retail media network.

The move marks the next step in a retail media effort Weigel's launched roughly a year ago. At that time, the retailer said it would offer advertising inventory across its owned media, including its app and website as well as audio, video, streaming and social media, according to a company spokesperson.

"Shep gives our marketing team the ability to bring our food, offers, and brand stories together across those moments, helping customers discover more of what we have to offer," Nick Triantafellou, director of marketing at Weigel's, said in the release. "It also supports our broader retail media strategy while keeping Weigel's in control of the customer experience."

The Shep deal extends a year of sustained technology investment by the Tennessee-based chain. In August, Weigel's deployed Tote AI's point-of-sale platform across all its stores. In May, it partnered with PDI Technologies and interactive data provider Blings to add personalized, dynamic messaging to the MyWeigel's Rewards loyalty program.

Together, the upgrades point to a retailer stacking in-store, POS and loyalty data capabilities in rapid succession. As Weigel's develops its retail media offering, the Shep platform gives it a verified, centrally managed screen network to sell against.