Seven-Eleven Japan has begun a 55-day demonstration in Tokyo using wrapping advertisements on delivery trucks that supply its stores.
The trial started on 27 February and will run until 22 April 2026.
The retailer is working with Essen, a vehicle outdoor advertising service provider, to measure the effectiveness of mobile truck advertising. The project combines vehicle driving logs with people-flow big data to analyse ad exposure, response rates and store visits.
According to the announcement, patented technology will be used to map the “advertising value” of specific areas alongside the actual driving routes of the trucks. This aims to visualise how different locations contribute to advertising impact.
The experiment will also measure store visits among people exposed to the ads, allowing Seven-Eleven to evaluate both direct footfall impact and overall cost effectiveness.
Wrapping advertisements are drawing attention in Japan as a mobile format that can reach pedestrians and drivers across a wide geographic area. Because delivery trucks operate on fixed routes, the company expects an effect similar to route bus or train advertising, which traditionally offers predictable reach.
Seven-Eleven’s delivery vehicles supply stores on scheduled routes across Tokyo, giving the retailer consistent daily coverage in high-density urban areas.
The initiative reflects a broader move by retailers to expand the use of owned assets beyond traditional store media, including logistics fleets, to assess additional value creation.
Seven-Eleven Japan is part of Seven & i Holdings.
The company has not disclosed how many trucks are included in the trial or whether the model could be expanded nationally following the test period.
If results demonstrate measurable traffic lift and cost efficiency, delivery fleets could become an additional retail media channel within Japan’s convenience sector.
