TerryWhite Chemmart (TWC) has launched a dedicated retail media network called ‘TWC Connect’, leveraging Zitcha’s unified retail media platform.
TWC, which has 600 community pharmacies across the country, is the latest major retailer to enter the Australian retail media market, which PwC predicts will hit $3 billion by 2027.
The Zitcha retail media platform will enable new opportunities in onsite and offsite media channels including Facebook, YouTube and Google, for TWC, with the potential to expand the offering into other channels on the horizon.
TWC has recently upgraded and integrated its Rewards Plus loyalty program of more than 2 million members, into the brands myTWC app. In addition, major TWC brand partners such as Bayer, L’Oreal and Unilever are already existing users of Zitcha’s platform.
Nick Hinsley, chief revenue officer, Zitcha said: “Retail media is transforming the way retailers, their brand advertisers and customers interact, creating a more curated and personalised shopping experience for customers.
“TerryWhite Chemmart understands the immense opportunities building and operating a retail media network can deliver and are looking forward to partnering with Zitcha, to work alongside our strong team of specialists.”
In June, Zitcha announced its partnership with MixIn, the retail media arm of Australian drinks and hospitality business Endeavour, for its off-site media across Meta’s Managed Partner Ads (MPA).
Martyn Raab, MixIn’s general manager, said the partnership will allow suppliers to “close the loop” on seeing how their Meta brand spending impacts their ad performance.
“By leveraging Zitcha and the measurement from MixIn, brands can see the performance of their activity to deliver real insights and campaign measurement. It means suppliers will be able to buy their Meta social media campaigns via MixIn and see which audiences viewed and responded to those campaigns.
“Suppliers will then be able to see if customers went on to purchase a product from the advertised brand through Endeavour Group channels such as BWS or Dan Murphy’s. It demonstrates a high return on investment through sales data at an anonymised cohort level.
“And one of the great things about this partnership is it protects the data of our consumers by never sharing personal information – the platform just sees them as an anonymous user.”