Bunnings Enters Retail Media Market with Hammer Media

Bunnings is taking a bold step into the growing $1.6 billion retail media industry by launching its own media arm, Hammer Media. This new platform will allow suppliers to advertise both in-store and online, potentially reshaping how brands engage with its customers.

The hardware giant, owned by Wesfarmers, registered the Hammer Media trademark last year and officially introduced it to suppliers this week. The platform will feature digital advertising across Bunnings stores, social media, and the company’s website, offering suppliers direct access to millions of shoppers. It will also be showcased to investors during Bunnings' upcoming investor day.

Hammer Media is set to expand brand visibility through digital screens at store entrances, shelf displays, magazines, and social platforms like YouTube. Bunnings reports that the initiative will give suppliers access to over 14 million monthly website visitors, in addition to its in-store audience and social media following. Around 300 digital screens have already been installed across 150 stores as part of its rollout.

The move mirrors similar retail media strategies from supermarket giants, with Woolworths' Cartology generating $550 million annually and Coles 360 booking over 20% revenue growth in 2024. If successful, Hammer Media could become a major player in this lucrative advertising space, helping Bunnings diversify its revenue stream while offering brands an innovative way to reach customers.

Source: The Australian, Channel News