TerryWhite Chemmart is accelerating its retail media ambitions with a health-first approach, building out TWC Connect into a full omnichannel offering. The pharmacy chain, with more than 620 stores nationwide, is leveraging its trusted healthcare environment, vast first-party data, and in-house sales team to offer brands a unique path to health-conscious consumers.
Since launching last year, TWC Connect has expanded into digital, in-store, and sponsored search formats. The next big step? Programmatic trading, a move that will significantly boost reach and targeting capabilities. Once the network of in-store digital screens is fully operational, programmatic campaigns will be introduced, managed externally by Media Merchants, TerryWhite’s Brisbane-based media agency turned sales partner.
“We’ll definitely do programmatic — because we do a lot of outdoor media, we do a lot of connected TV,” a spokesperson noted. “We’re familiar with it, but we’re not doing it directly ourselves at this stage.”
Built on Zitcha’s unified retail media platform, TWC Connect is designed for integrated brand campaigns, from eDMs and social to programmatic and connected TV. The in-house sales leadership, headed by media veteran Amy Brooker, ensures tailored campaigns that align with the brand’s strong health and wellness positioning.
Key Takeaways
- Health-Led Differentiation: TWC Connect positions retail media within a trusted healthcare context, attracting highly engaged, health-minded shoppers.
- Programmatic Expansion: Once in-store digital screens go live, Media Merchants will manage programmatic campaigns, extending reach across outdoor, connected TV, and other digital channels.
- Strong Data Assets: Access to 2.5 million loyalty members and over 7 million patient records enables precise targeting and measurable results.
- Omnichannel Capability: From in-store displays to digital and off-site media, TWC Connect offers a unified approach via Zitcha’s platform.
- In-House Expertise: Led by Amy Brooker, the sales team ensures agile campaign execution and brand alignment.
- Competitive Relevance: This expansion strengthens TerryWhite’s position against retail media heavyweights like Woolworths, Coles, and Chemist Warehouse.
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