TerryWhite Chemmart is scaling up its retail media platform, TWC Connect, after more than a year in the market to enhance capability, measurement and campaign integration.
The platform is backed by a national network of more than 620 pharmacies and millions of health-conscious customers
TWC Connect supports a range of campaign formats, from in-store point-of-sale and consultation room branding to owned digital assets such as eDMs and social, through to programmatic and data-led offsite media.
"It's a proven platform that's delivering results," said Nick Munroe, executive general manager at TerryWhite Chemmart.
"We've spent the past year refining how we connect media, data and customer moments, and now we're ready to scale."
International retail media strategist Colin Lewis said retail media was no longer the exclusive domain of supermarkets.
"TerryWhite Chemmart and TWC Connect brings something distinct. It gives brands access to high-intent consumers in trusted, local, real-world settings, supported by first-party data and omnichannel scale," Lewis said.
Retailers have been jumping on the opportunity, and fatter profit margins, of selling advertising.
Competitor Chemist Warehouse is a major player in retail media.
The Australian supermarket players -- Woolworths, Coles and Metcash -- now all have a retail media business.
Bunnings also has its own retail media network, Hammer Media.
Analysts estimated retail media up 26.5% in 2024 in Australia, hitting $US1 billion in revenue for the first time. By 2029, the analysts forecast revenue will reach $US2.7 billion.
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