oOh’s retail media business reooh has signed on New Zealand’s largest department store chain as its foundation client.
oOh!media has officially launched its ANZ retail media business reooh, signing foundation client The Warehouse Group, which will see them build and manage a fully digital in-store screen network enabling advertisers to connect with consumers along the path to purchase throughout its store network.
The Warehouse Group is New Zealand’s largest department store chain and operates over 260 stores across New Zealand covering a variety of shopping categories with its catalogue comprising of omnichannel retailers The Warehouse – a department store, Warehouse Stationery – a stationary and office goods store, Torpedo7 – an outdoors and sports retailer, Noel Leeming – appliances and electrical, and two online-only marketplaces, 1-day, and TheMarket.
According to the company, reooh, “brings all the smarts, capabilities and experience of oOh!’s retail network from outside the store, inside the store, where it currently manages and monetises over 8,000 assets across 550 retail centres in ANZ.”
Spending on retail media is predicted to hit $2.1 billion in Australia by 2026 as retailers and brands tap into one of the highest growing media sectors. Last year, PWC released research on retail media attributing the rise of the sector to a combination of focus on external commercialisation and technological development. “Since the earliest days of product catalogues, in-store radio and point of sale displays, retailers have offered their suppliers access to advertising spots in their owned-media assets,” wrote PWC in their 2022 Emerging Channel Spotlight on Retailer Media in Australia.
This partnership taps into that, and allows advertisers to buy a campaign across reooh’s in-store screen network inside The Warehouse Group’s stores and then extend that campaign to audiences across the oOh! network. Working in partnership with The Warehouse Group’s retail media arm, MarketMedia and omnichannel retail media platform Zitcha, the initial phase will see 65-inch digital panels installed at 60 Noel Leeming and The Warehouse stores which will be live for Black Friday and Christmas trading. By the second quarter of 2024 more than 330 freestanding and window screens will be installed as well as connecting existing screens into the new proposition.
Jonathan Waecker, Chief Customer and Sales Officer at The Warehouse Group, said. “today’s shoppers crave immersive, experiential interactions both in-store and online, and expect advertising to seamlessly connect them with beloved brands in format that resonates with them. We’re excited to give our brand partners the ability to reach those shoppers while in-store with high-quality digital executions – with many suppliers already placing forward bookings.”
Suppliers have already signed on with launch partners including Google, Lego, and Microsoft.
Neil Ackland, Chief Content, Marketing & Creative Officer at oOh!media said: “This partnership presents an incredible opportunity for reooh to collaborate with New Zealand’s largest retail group and one of the most innovative players in the ANZ retail media landscape. Leveraging the expertise of reooh, The Warehouse Group have invested in a premium instore screen network that provides advertisers with a powerful opportunity to influence the path to purchase in a contextual environment.”