Seven-Eleven Japan launches retail media venture with ad firms
New joint company will use in-store digital signage and data-driven advertising to boost sales.
Seven-Eleven Japan has announced the creation of a new retail media joint venture with advertising companies Dentsu Group and CyberAgent, aiming to expand its digital advertising capabilities across its store network. The new entity, Seven-Eleven Ad Connect, is set to begin operations on September 1.
The company will be majority owned by Seven-Eleven Japan with an 80% stake, while Dentsu and CyberAgent will each hold 10%. With an initial capital of 100 million yen (approximately $650,000), the venture will focus on delivering targeted advertising through digital signage installed in stores, as well as through the retailer’s mobile app.
The initiative leverages the retailer’s purchase data to tailor advertising content to customer behavior, with additional optimization based on factors such as weather conditions, time of day and real-time inventory levels. The approach is designed to enhance relevance, improve customer engagement and drive sales performance.
Dentsu will support the venture through data analysis and ad design optimization, while CyberAgent will contribute artificial intelligence capabilities to develop and deliver advertising content.
As part of this strategy, Seven-Eleven Japan plans to expand its digital signage footprint significantly, more than doubling the number of equipped stores to 8,700 within the current fiscal year.
