Credit: Julie Molliver via Unsplash
Bunnings has launched a dedicated retail media network, Hammer Media, adding to the growing trend of big stores in Australia offering advertising.
The hardware chains joins other retailers seeking higher margins by selling ad space including supermarkets Coles and Woolworth, Chemist Warehouse and Officeworks. Australia Post is also getting into retail media.
Morgan Stanley forecasts retail media spending in Australia on in-house/owned ad platforms to grow to $2.8 billion in 2027 from around $1 billion in 2022.
Wesfarmers' hardware retailer is the group's stand out division, with revenue up 3.2% to $10.28 billion in the half year to December.
Bunnings is now offering brands, both retail and trade, connections with Bunnings customers at each step of the shopping journey.
Through its omnichannel approach, Hammer Media will give suppliers access to more than 14 million website visitors monthly, as well as in-store customers, social media followers and via home and lifestyle print publication Bunnings Warehouse magazine.
“The launch of Hammer Media represents a significant step forward in our commitment to innovation and growth in both digital and retail media,” said Bunnings general manager marketing, Justine Mills.
“Take-up and results from trials in Victoria and New South Wales are very encouraging for the future success of the network and returns for our advertising partners."
As part of the network launch, 300 digital screens have been installed across 150 stores.
Bunnings suppliers have been invited to opt-in to the retail media program, with the first round of advertising.
Bunnings advertising pitch.
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