After living outside Australia for around 15 years, I’m experiencing retail and shopping here with fresh eyes. And one thing that has really caught my attention is just how much retail media is showing up in the physical world.

In this first Trip Report, I’m taking you on a quick tour of six retail and commerce media activations I spotted around Perth. From Commonwealth Bank and Coles, to JB Hi-Fi, David Jones, Australia Post and digital out-of-home media in shopping centres. This isn’t about declaring one market “better” than another. Instead, I’m looking at what’s happening on the ground and using it as a source of inspiration for what’s possible in retail media around the world.

This episode is sponsored by GrowthLoop

Timeline

[02:22] - Why I’m starting these retail media trip reports, and why the goal is inspiration, not declaring one market better than another

[03:08] - Commonwealth Bank’s surprisingly expansive retail media network, spanning branches, ATMs, its app and its Brighter magazine

[05:14] - How Coles 360 is using in-store screens, loyalty data and programmatic capabilities to make physical retail media more measurable

[06:15] - JB Hi-Fi’s transition from screens used for product demos to a more sophisticated, programmatic retail media network

[09:06] - David Jones’ Amplify network and the use of AI cameras to track views and dwell time

[10:00] - Australia Post turns parcel pickup infrastructure into an advertising opportunity, including a clever Vinted integration

[12:00] - The scale of digital out-of-home media inside Australian shopping centres and how local screens connect to a national network

Links & Resources

• Retail media in Australia was worth just over $2 billion AUD in FY25
• oOh!media operates Australia's largest retail out-of-home network, reaching ~43% of all footfall in the country and covering venues that capture ~46c of every retail dollar spent in shopping centres.
• The outgoing Managing Director of Unified Retail Media at Epsilon, Adam Skinner, wrote a farewell post on LinkedIn last week, recounting the various eras he has lived through in his retail media career starting at the early days of CitrusAd.
• Read my related articles:
  • In-Store Retail Media Evolved Differently in Europe. Here's Why.
  • Did we overcook in-store retail media measurement?
  • The retailer magazine: commerce media's most defensible surface?
• Check out Basket Case, a project I’m part of with The Drum and QSIC, an irreverent and lively podcast series where we talk shop.
• I'm sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclub
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri Masters on LinkedIn