Stingray is expanding its audio advertising services to convenience stores in Canada thanks to a partnership with Harnois Énergies.

The company will run audio advertising in 152 Harnois Énergies Proxi and Proxi Extra convenience stores in Quebec, as well as in 35 stores in the Atlantic provinces, allowing brands to reach consumers during in-store shopping.

Stingray had previously worked with Harnois to include music and digital displays into the Proxi and Proxi Extra stores. Ryan Fuss, senior VP of Stingray Advertising, tells MiC that the addition of in-store audio advertising will give Harnois a more complete multimedia offering, while also providing the company with a new revenue source. The new service will act as an advertising platform for marketers seeking to reach out to engaged buyers, says Fuss.

According to him, Stingray’s partnership with Harnois is a natural next step for the company, which has previously expanded into retail environments such as grocery shops, pharmacies and hardware stores. “Moving into convenience stores is a logical extension that allows us to bring our expertise to a new retail setting. Our audio advertising offerings are tailored to speak directly to the audiences in these stores, enhancing the shopping experience and providing valuable touchpoints for brands.”

Stingray Advertising already provides a platform for in-store music and ad messages for several retailers, including Dollorama, Metro and Jean Coutu. Last year, the company partnered with Peavey Mart, Walmart and Loblaw to include the audio ad offering in the stores.

Its retail audio advertising network reaches more than 140 million shoppers weekly in more than 20,000 stores, according to the company’s data.