Zitcha has partnered with Leroy Merlin, a home improvement and gardening retailer, to launch a full digital retail media network, marking its move into the South African retail media market.
The Australian-founded retail media platform will manage its digital retail media ecosystem, including on-site, off-site and in-store media. This will be done through its automated platform to drive additional new revenue from brand advertisers.
Zitcha will enable Leroy Merlin’s advertisers to connect with consumers along the path to purchase across an end-to-end digital retail media network that includes on-site sponsored products, sponsored ads and banners, off-site media channels including Meta and Google, and in-store retail media.
Leroy Merlin is a French-headquartered DIY chain with outlets in Europe, Asia, and South America. It is part of ADEO and turns over AUD$61.7 billion (€37.8 billion), with more than 130,000 employees.
Nick Hinsley
Nick Hinsley, chief commercial officer at Zitcha, said the partnership with Leroy Merlin will see the launch of their real media network in South Africa drive incremental new revenue for the business. It will also give brand advertisers the opportunity to reach consumers on-site, off-site and instore using Zitcha’s self-serve platform.
“They are Zitcha’s first retailer in South Africa and the latest home improvement chain to realise the full suite of capabilities the platform offers in building and running a robust and effective retail media channel,” Hinsley added.
In August last year Zitcha made its first entry into the fast growing Canada market after being selected to launch a full digital retail media network for Canada’s leading hardware and agricultural specialist chain Peavey Mart which has 90 stores in the country.
Dmitriy Anderson, CIO and head of eCommerce and Marketplace Strategy at Leroy Merlin, said the company has ambitious targets to grow the offering and Zitcha’s platform enables the company to realise those objectives.
“As we scale our retail media network we require a platform capable of meeting the needs of our advertising partners across our digital and physical store ecosystem.”
Zitcha’s move to South Africa follows the recent launch of its operations in Europe with a dedicated London office and sales team and its entry into the US with Axonet leveraging first-party convenience store data and retail media touchpoints across tens of thousands of North American convenience stores.
The retail media platform also works with Coles Group in Australia and The Warehouse Group in New Zealand.
See also: Aussie retail media platform Zitcha enters North American market
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Top image: Nick Hinsley