AUCKLAND, Wednesday: Data-driven letterbox marketing company Reachmedia has two reasons to celebrate: They’ve just taken on a new ceo (John Hanna) – and been appointed to distribute mailers for The Warehouse Group’s family of brands, which includes The Warehouse, Warehouse Stationery, Noel Leeming and Torpedo7.
Hanna is the founder of Auckland tech company Red Moki.
The competitive Warehouse bid sees Reachmedia leveraging its market intelligence platform to distribute promotional physical mailers to Warehouse Group customers. The deal includes a partnership with printing company Webstar, which will print the group’s mailers.
TWG chief marketing officer Jonathan Waecker said Reachmedia’s appointment followed a robust pitch process that is aligned to the The Warehouse Group’s strategy to unify its approach to media, attribution and measurement.
“We were impressed with ReachMedia’s innovation and data-driven approach to selecting the right households for our mailers,” Waecker said. “While the partnership is focussed at this stage on delivering promotional and personalised messages to specific addresses, in time we hope to be able to leverage more data and marketing automation capabilities from Reachmedia.”
ReachMedia ceo John Hanna said TWG and its other customers are increasingly attracted to company’s ongoing transformation of letterbox marketing into a business of ‘smart mailers’ that blends multiple layers of data with mobile GPS technologies.
“Advances in mobile technology, together with the integration of rich customer data sources are transforming the business of unaddressed mail,” he said.
“Prior to the wider Group win, Reachmedia held letterbox marketing distribution rights for The Warehouse only. It will now also deliver Noel Leeming and Warehouse Stationery mailers.”
“As part of our customer offering, we can now produce more personalised content enabling measurement of customers subsequently visiting a physical shop or website, and any purchases they make. We hope customers such as The Warehouse will find this useful in time.”
Hanna says marketers expect their media agencies to demonstrate the correlation between campaign data and a specific customer reaction or behaviour. To support this, Reachmedia is trialling new data sources from smart cameras, wifi access points, and GPS beacons, to provide further accuracy and measurable audience data attribution for multiple environments and industries.
Hannah says further innovation around mobile GPS technology from the use of smartphone apps is in development and will make ReachMedia’s network of walkers among the most measurable and accountable promotional mail distributors in the New Zealand market.
Prior to the wider Warehouse Group win, ReachMedia held the letterbox marketing distribution rights for The Warehouse only. It will now also deliver Noel Leeming and Warehouse Stationery mailers
About The Warehouse Group
TWG comprises 93 Warehouse stores, 70 Warehouse Stationery stores, 74 Noel Leeming stores and 14 Torpedo7 stores in New Zealand, and several online businesses. The company had turnover of NZ$3 billion in FY18 and employs over 12,000 people.
About ReachMedia
ReachMedia is a joint venture between New Zealand Post Group and Australian marketing services company Salmat. The company, which helps retailers drive sales and in-store visits through its market intelligence, smart mailers, and online catalogue publishing services, works with brands and government agencies including Countdown, Domino’s, Mitre10, and New Zealand Transport Agency.
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