Petbarn has tapped oOh!media’s retail media unit Reo to launch a dedicated retail media network pitched as the first comprehensive and scalable platform for pet media in Australia.

It marks the second major client announcement for Reo in as many weeks, with the business engaged to deliver an end-to-end network that includes onsite, off-site, in-store media solutions, and sales representation.

The ‘PetAds’ platform is designed to provide brand partners with exclusive access to Petbarn’s 2.9 million customers, leveraging insights from its Friends for Life loyalty program. Petbarn is part of the Greencross Pet Wellness Company, which operates over 241 Petbarn stores, 144 Greencross Vet clinics, and 29 Speciality and Emergency Hospitals across Australia.

Chief executive officer of Greencross Pet Wellness Company, Lucas Barry, said: “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.”

Reo will manage the service delivery, which includes the installation and management of Petbarn’s in-store screen network across its national chain of stores. The partnership with Reo involves collaboration with technology partners to build a retail media network, technology and data stack, encompassing hardware, software, services, and media sales.

Chief retail media officer at oOh!media, Neil Ackland, said:
“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.”

Petbarn advertisers will have the ability to amplify their campaigns across oOh!media’s Out of Home network, targeting audiences near Petbarn store locations. This development is part of Reo’s broader strategy to partner with retailers to build omnichannel retail media networks, leveraging retailer’s websites, stores, and customer data.

CEO at oOh!, Cathy O’Connor, said: “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.”

The launch of ‘PetAds’ positions Petbarn to engage with its customer base through a variety of media channels, potentially opening new avenues for revenue and customer interaction.