oOh!media’s retail media business, reooh, announced at oOh!’s Outfront that Drakes Supermarkets has become its first Australian retail media partner.
Reooh will build and manage an in-store digital screen network for Drakes Supermarkets with the rollout underway, enabling brand partners to connect with consumers along the path to purchase.
Drakes Supermarkets is a family-owned business and Australia’s largest independent grocery retailer with 66 stores across South Australia and Queensland, an annual turnover of in excess of $1.1 billion and more than 5,000 employees.
Michael Connolly, general manager merchandise and marketing, Drakes Supermarkets, said building an in-store retail media network across its stores enables it to connect brand partners with its customers in an engaging and timely way, when they are closest to the point of purchase.
"oOh!’s reooh are proven leaders in building out-of-home digital retail networks and we have chosen to leverage those capabilities as we extend our retail media journey," he said.
Reooh is a turn-key solution allowing retailers to build an in-store screen network quickly and at scale to generate incremental revenues as part of a holistic retail media offering.
Drawing on the capabilities and experience of oOh!’s retail network, where it currently manages and monetises more thaqn 8,000 assets across 550 retail centres in ANZ, reooh brings out-of-home from outside the store, inside the store.
Neil Ackland, chief content, marketing and creative officer, oOh!media, said Drakes Supermarkets recognises that activating an in-store digital retail media network now gives it an operational and competitive advantage.
"Not only does it drive additional revenues to its own bottom-line and that of its brand partners, it also offers utility to customers at the final stage of their purchasing journey," said Ackland.
“This marks reooh’s first Australian partnership and we will leverage our expertise in retail media to deliver a future-proof in-store retail media network. We are in active discussion with a number of other Australian retailers and will make further announcements in due course.”
Drakes Supermarkets joins New Zealand’s largest retailer, The Warehouse Group, which was recently announced as reooh’s foundation client. Working with The Warehouse Group’s retail media arm, MarketMedia, reooh will install more than 330 freestanding and window screens at 60 Noel Leeming and The Warehouse stores.
Jonathan Waecker, chief customer and sales officer, The Warehouse Group, said reooh was the right partner for The Warehouse Group because of its experience in this space.
"They are the undisputed leader in the Australia and New Zealand market when it comes to outdoor advertising, and they were absolutely the right partner for us," he said.
"In fact, fast forward to where we are today, and in just a matter of weeks our partnership with reooh has gone from signing a deal to installing screens across 330 stores across the entire network, with the first screens in the ground.”
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