Online beauty store Adore Beauty has signed a partnership with retail media tech platform Zitcha, allowing the retailer’s 300+ brands to more effectively and efficiently tap into its 800,000+ Australian customers.
The partnership comes as Adore Beauty is set to open its first bricks and mortar shopping experiences in Australia, at Westfield Southland in Melbourne’s south east and Watergardens Shopping Centre in the city’s west.
Adore Beauty revealed an ambitious three year growth strategy in its FY24 results, targeting a national store footprint of 25+ stores, 30% revenue growth and improved margins thanks to cost optimisation across a raft of initiatives including retail media.
In FY24, retail media contributed $4 million in revenue to Adore Beauty, supporting the company’s overall margin expansion.
Adore Beauty’s CMO Dan Ferguson said the partnership with Zitcha reflects the retailer’s commitment to cultivating the potential of retail media as the company moves into bricks and mortar.
“As we begin to offer our customers a true omnichannel experience, retail media will continue to be a key opportunity for growth," he said.
"Zitcha allows us to strengthen and streamline retail media efficiencies as we target a national store footprint."
Ferguson said that Adore Beauty’s content has created a highly engaged audience that the retailer’s brands want to understand and reach.
“By speaking to the core concerns and interests of our customer through our podcasts and broader BeautyIQ platform, we’ve created an authentic connection with our audience that helps us operate at the forefront of the broader beauty conversation and culture in Australia," he said.
"Brand partners look to retail media as an opportunity to better engage with this valuable community, and we’re excited we can continue providing that connection point in even more innovative ways."
Zitcha's chief revenue officer Nick Hinsley said Adore Beauty’s partnership with the platform shows the retailer’s ambition to drive innovation in the retail media space.
“By expanding their partnership with Zitcha to include onsite, offsite, and in-store retail media solutions, Adore Beauty is demonstrating its ambition to drive retail media innovation and seamlessly connect brand partners and customers across all touchpoints," he said.
"Their commitment to broadening its offering to include physical retail, alongside their digital capabilities,reflects a clear vision for the future. Zitcha welcomes the opportunity to extend our relationship by providing a unified, scalable platform to enable its retail media growth."
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