Australian retail media platform Zitcha is broadening its global reach by partnering with the world's third-largest home improvement and gardening retailer, Leroy Merlin, to launch a comprehensive digital retail media network in South Africa.

The move comes on the heels of Zitcha's recent expansion into the UK, US, Canada, and New Zealand markets.

Zitcha has been commissioned by Leroy Merlin to manage its digital retail media ecosystem, which includes on-site, off-site, and in-store media. The platform's automation capabilities will be utilised to drive additional revenues from brand advertisers and enhance customer experiences through personalisation.

Nick Hinsley, chief commercial officer at Zitcha said: "Leroy Merlin is a global home improvement powerhouse and part of a retail group that also includes supermarket giant Auchan and Decathlon. We are delighted to partner with them to launch their real media network in South Africa driving incremental new revenue for the business and giving brand advertisers the opportunity to reach consumers on-site, off-site and instore using our self-serve platform."

Zitcha's entry into the South African market follows its recent operational launch in Europe, with a dedicated London office and sales team, and its foray into the US market in partnership with Axonets to leverage first-party convenience store data and retail media touchpoints across tens of thousands of North American convenience stores.

The Australian platform also collaborates with The Warehouse Group in New Zealand and Coles Group in Australia. Its partnership with Leroy Merlin, a French-headquartered DIY chain with outlets in Europe, Asia, and South America, was established following a competitive review.

"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. We have ambitious targets to grow the offering and Zitcha’s platform enables us to realise those objectives," stated Dmitriy Anderson, CIO and head of eCommerce and Marketplace Strategy at Leroy Merlin.

Leroy Merlin, part of ADEO, a leading player in the home improvement and DIY market worldwide, reported a turnover of A$61.7 billion (€37.8 billion) in 2022 and employs more than 130,000 people. Zitcha's partnership will enable Leroy Merlin's brand 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.

Zitcha made its first entry into the fast-growing Canadian market in August last year, launching a full digital retail media network for Canada’s leading hardware and agricultural specialist chain, Peavey Mart, which operates 90 stores in the country.