Australia – Local cinema brand Village Cinemas has partnered with Zitcha, an independent retail media company. To launch an automated retail media network and drive increased revenue from and for commerce partners. Said partnership aims to increase revenue creation for Village Cinemas and its business partners.
Through the partnership, advertisers can utilise the Zitcha platform by using the loyalty data acquired from Village Cinemas’ Vrewards program. They can access Village Cinemas’ off-site social media platforms, which are branded with the Village Cinemas logo, such as Facebook and Instagram. Advertisers can segment, target, and interact with consumers because of this integration.
Nic Robin, chief commercial officer, Village Entertainment, said, “Village Cinemas is a retailer, arguably not in the traditional sense but our team recognises the value of a large first party data set. The opportunity to further optimize media for advertisers by effectively connecting with cinema goers is exciting. The combination of a robust loyalty program, digital share of ticket sales and high guest affiliation with blockbuster movies enables efficient ROI for partners via digital channels.”
He added, “Village Cinemas values long lasting relationships with a number of commercial partners, the Zitcha platform will supercharge the landscape enabling incremental value for the current and new partner base. Initially Zitcha will activate our offsite Meta and Google channels.”
Meanwhile, Nick Hinsley, chief revenue officer at Zitcha, said, “Commerce media remains an untapped opportunity for many retailers in Australia. That’s additional revenue not being realised by retailers and missed chances for brands to connect and convert with the right audiences.”
He added, “Village Cinemas were one of the first major entertainment companies to launch a loyalty program in Australia and are now one of the first to make a significant retail media play. These decisions will pay significant dividends not only for its business but the partners that use the Zitcha platform. We look forward to building a strong relationship with them to further innovate their retail media strategy.”
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