Petbarn introduces 'PetAds' media network for pet lovers

Petbarn has announced the launch of a retail media network named 'PetAds', which targets pet owners throughout Australia via a scalable media platform.

Petbarn has collaborated with reo, powered by oOh!media, to initiate this platform, which aims to provide brand partners access to Petbarn's 2.9 million loyal customers connected through their Friends for Life loyalty programme. The network offers opportunities for brands to engage with pet owners through targeted campaigns, utilising insights from Petbarn's extensive customer base.

The service delivery will include a comprehensive range of media solutions managed by reo. These include onsite, off-site, and in-store retail media options, complete with sales representation. Part of the offering involves installing and maintaining an in-store screen network spread throughout Petbarn's outlets nationally.

Lucas Barry, Chief Executive Officer of Greencross Pet Wellness Company, commented: "We're always looking for innovative ways to help brands provide closer touchpoints to enhance the Petbarn shopping experience of our 2.9 million loyal customers. PetAds will deliver best-in-class media products, while allowing us to focus on what we do best - caring for pets and delivering on our mission of making the world a happier place through the love of pets."

The partnership with reo involves the construction of a robust retail media network, incorporating technology and data solutions, and extends to hardware, software, and media sales. Reo is also working with other technology partners to deliver a full service retail media platform, enabling the benefits of an in-house media team through an outsourced approach.

Additionally, PetAds provides strategic positioning of brand partners along the customer journey, enhancing the final stages of purchasing with in-store media engagement. Furthermore, advertisers can leverage oOh!media's Out of Home network to amplify campaigns near Petbarn locations, reaching audiences effectively along their purchasing path.

Neil Ackland, Chief Retail Media Officer at oOh!media, stated: "The launch of PetAds is a game-changer for brand partners and pet lovers alike. By implementing reo's advanced infrastructure, this retail media solution unlocks incremental revenues for Petbarn, new revenue opportunities for suppliers, unparalleled insights into campaign performance, and brings consumers closer to the brands they love. Whether through onsite, off-site and in-store media channels, or through extended audience targeting across oOh!'s 35,000+ asset locations, Petbarn is now uniquely positioned to engage customers at every step of their journey."

Cathy O'Connor, CEO at oOh!, added: "Partnering with Petbarn represents a significant milestone in reo's journey to solidify our leadership in retail media and expand into new, high-growth sectors. Petbarn's commitment to innovation aligns with our group strategy to deliver impactful retail media solutions that drive value for retailers, suppliers, and consumers alike. This partnership underscores our vision to lead the retail media evolution while providing adjacent growth opportunities in emerging media markets."

Petbarn operates within the Greencross Pet Wellness Company, which manages over 241 Petbarn stores, 144 Greencross Vet clinics, and 29 Specialty and Emergency Hospitals across Australia. This venture underscores Petbarn's strategy to enhance the shopping experience for pet owners while fostering connections between brands and consumers in the pet industry.