Zitcha enters South African market as it teams with Leroy Merlin to launch digital retail media network
Zitcha is partnering with the world’s third largest home improvement and gardening retailer to launch a digital retail media network across South Africa.
Leroy Merlin, the French headquartered DIY chain which has outlets in Europe, Asia and South America, selected Zitcha following a competitive review.
Australian founded Zitcha has been engaged by it to manage its digital retail media ecosystem, including on-site, off-site and in-store media, using its automated platform to drive additional new revenues from brand advertisers and enhanced customer experiences through personalisation.
The move marks Zitcha’s entry into the South African retail media market.
It 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.
According to a press release: “With a large online e-commerce marketplace, Leroy Merlin’s evolution into retail media represents a complementary innovation for the business, allowing brand advertisers to leverage first-party data and Zitcha platform’s self-service functionality to efficiently connect with consumers along their purchase journey.”
Nick Hinsley, Chief Commercial Officer at Zitcha, says: “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.”
“It's our 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.”
“In August of last year, Zitcha made its first entry into the North American market after being selected to launch a full digital retail media network for Canadian hardware and agricultural specialist chain Peavey Mart which has 90 stores in the country.”
CIO and Head of E-commerce and Marketplace Strategy at Leroy Merlin, Dmitriy Anderson, says: “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.”
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