oOh!’s retail media arm secures New Zealand retailer The Warehouse Group as foundation client

News 9 Oct 2023 - 3 min read

oOh!’s retail media arm secures New Zealand retailer The Warehouse Group as foundation client

By Staff writer

The Warehouse Group's retail arm Market Media is partnering with Reooh

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Reooh will work build a fully digital in-store screen network enabling advertisers to connect with consumers along the path to purchase and within The Warehouse Groups 260 stores.

New Zealand’s largest general merchandise retailer, The Warehouse Group, is partnering with oOh!’s retail media arm reooh to develop a digital in-store network of screens for its advertisers.

The partnership 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. Reooh has more than 580 screens that are in close proximity to each of The Warehouse Group’s stores.

The Warehouse Group employs more than 11,000 people in 260 stores, and is New Zealand’s largest department chain. It is Reooh’s first client since the out of home company announced it would be establishing a retail media division at last year’s upfront event.

Its retail media arm MarketMedia and omnichannel retail media platform Zitcha will work alongside Reooh to develop its retail media offering. Reooh recently appointed Zitcha CEO Barry McGhee as General Manager to work alongside new product lead Brad Morris.

The initial phase will see 65-inch digital panels installed at 60 Noel Leeming and The Warehouse stores for Black Friday and Christmas trading. By the second quarter of 2024, the plan is to roll out more than 330 freestanding and window screens.

The Warehouse Group Chief Customer and Sales Officer Jonathan Waecker 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. Our launch partners include Google, Lego, and Microsoft.”

Neil Ackland, Chief Content, Marketing and Creative Officer or oOh!media, added: “Leveraging the expertise of Reooh, The Warehouse Group have invested in a premium in-store screen network that provides advertisers with a powerful opportunity to influence the path to purchase in a contextual environment.”

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. Reooh said it is close to securing additional retail media customers and new hires in coming months.