Agricultural and hardware retailer Peavey Mart has signed a deal with Stingray Advertising to join its retail audio network.

Stingray Advertising provides a platform for in-store music and ad messages to retailers including Dollorama, Metro and Jean Coutu. This year, it has also been partnering with the likes of Walmart and Loblaw to provide the audio element for their retail media offerings, allowing brands to reach consumers during in-store shopping.

The Stingray Advertising retail audio advertising network reaches over 140 million shoppers weekly across more than 20,000 grocery, superstore, pharmacy, discount and – with the new deal – hardware locations across North America.

For Stingray, the addition of Peavey Mart expands its retail audio advertising network beyond pharmacies and grocery stores for the first time, adding more than 90 hardware store locations across British Columbia, Alberta, Saskatchewan, Manitoba, Ontario and Nova Scotia.

“The addition of Peavey Mart to our retail audio advertising network demonstrates our commitment to expanding our reach across diverse retail categories and geographic regions,” said Ryan Fuss, SVP of Stingray Advertising. “We’re excited to partner with Peavey Mart and provide them the opportunity to engage with shoppers in a contextually relevant way through our innovative audio advertising solutions.”

For Peavey Mart, the partnership is its latest effort to develop its retail media offering. Last month, it partnered with Australian retail media platform Zitcha to both develop and manage its in-store, on-site and off-site media.