Australian pet retailer Petbarn has introduced a new retail media network called ‘PetAds’, aiming to provide brand partners with direct access to pet parents through a specialized pet media platform. This initiative marks a significant development in the pet retail industry in Australia, offering exclusive opportunities for brands to engage with Petbarn’s extensive customer base.
With a loyal clientele of 2.9 million pet owners, Petbarn has collaborated with reo, powered by oOh!media, to create a comprehensive and scalable platform for pet-related media. By leveraging insights from its Friends for Life loyalty program, Petbarn enables brands to tailor campaigns to individual pet owners, enhancing customer experiences and driving measurable sales outcomes through targeted advertising.
reo, the strategic partner managing the service delivery for PetAds, will oversee a range of retail media solutions both on-site and off-site, including in-store advertising. Through this collaboration, Petbarn aims to enhance its in-store customer engagement by installing and managing in-store screen networks across its national chain of stores.
The partnership with reo extends beyond media management, encompassing the development of a cutting-edge retail media network supported by advanced technology and data analytics. By working closely with technology partners, reo is committed to providing a seamless end-to-end retail media platform that optimizes brand visibility and customer engagement.
PetAds offers brand partners a strategic opportunity to connect with customers at various touchpoints along their shopping journey, including in-store media placements. Additionally, advertisers can extend their reach by leveraging oOh!media’s extensive out-of-home network, targeting audiences in proximity to Petbarn store locations for enhanced brand exposure.
Lucas Barry, CEO of Greencross Pet Wellness Company, emphasizes the importance of enhancing the shopping experience for Petbarn’s loyal customers through innovative initiatives like PetAds. By delivering best-in-class media products, the platform aims to create a personalized and engaging environment for pet owners while driving brand loyalty and customer satisfaction.
Neil Ackland, Chief Retail Media Officer at oOh!media, views the launch of PetAds as a transformative step for both brand partners and pet enthusiasts. By harnessing reo’s advanced infrastructure, Petbarn can unlock new revenue streams, gain valuable insights into campaign performance, and foster stronger connections between consumers and brands through targeted advertising strategies.
Cathy O’Connor, CEO at oOh!, highlights the strategic significance of partnering with Petbarn to expand reo’s presence in the retail media landscape. The collaboration underscores a shared commitment to innovation and delivering impactful retail media solutions that benefit all stakeholders, from retailers to suppliers and consumers.
As part of the Greencross Pet Wellness Company, Petbarn plays a pivotal role in offering comprehensive pet care services across Australia. With a network of over 241 Petbarn stores and 144 Greencross Vet clinics, the company remains dedicated to enriching the lives of pets and pet owners through a holistic wellness approach.
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