Village Cinemas has, following a competitive market review, engaged independent retail media platform Zitcha to launch an automated retail media network and drive increased revenue from and for commerce partners.
Leveraging first party loyalty data from Village Cinemas' Vrewards program, advertisers can initially access Village Cinemas branded offsite Meta social media channels including Facebook and Instagram, to more effectively segment, target and connect with consumers at scale using the Zitcha platform.
Nic Robin, chief commercial officer, Village Entertainment, said Village Cinemas is a retailer, arguably not in the traditional sense but the team recognises the value of a large first party data set.
"The opportunity to further optimise media for advertisers by effectively connecting with cinema goers is exciting. The combination of a robust loyalty program, digital share of ticket sales and high guest affiliation with blockbuster movies enables efficient ROI for partners via digital channels," said Robin.
“Village Cinemas values long lasting relationships with a number of commercial partners, the Zitcha platform will supercharge the landscape enabling incremental value for the current and new partner base. Initially Zitcha will activate our offsite Meta and Google channels.”
Nick Hinsley, chief revenue officer of Zitcha, said commerce media remains an untapped opportunity for many retailers in Australia, which is additional revenue not being realised by retailers and missed chances for brands to connect and convert with the right audiences.
“Village Cinemas were one of the first major entertainment companies to launch a loyalty program in Australia and are now one of the first to make a significant retail media play," he said.
"These decisions will pay significant dividends not only for its business but the partners that use the Zitcha platform. We look forward to building a strong relationship with them to further innovate their retail media strategy.”
Australian owned and operated, Zitcha connects the media assets of retailers including website, social, email and in-store, enabling brand advertisers to connect directly with consumers at every touchpoint and drive better sales attribution.
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