Dan Murphy’s is rolling out a network of 228 digital screens at the entry of stores nationwide, which will offer drinks brands an immediate and highly visible channel to engage with shoppers.

Woolworths Group’s retail media business, Cartology, has already rolled out 975 of these digital screens at the entrance of Woolworths supermarkets.

Mike Tyquin, Cartology’s Managing Director, said that the introduction of the screens at Dan Murphy’s gives drinks brands the opportunity to reach 9.3 million customers.

“It’s an exciting opportunity to give drinks brands a direct path to inform and impact our highly engaged Dan Murphy’s customers, at a moment when they’re looking for inspiration.”

Diageo is one of the first brands to promote their drinks on the screens and Chief Marketing Officer Andrew Oughton said they are excited to “drive shopper impact across our brand portfolio”.

The new digital screens will be installed at the front of 228 stores over the coming months, with the final rollout to be completed in Victoria as COVID-19 restrictions ease.

Deborah Jackson

Deb joined Intermedia in 2015 as Editor of National Liquor News and Deputy Editor of The Shout. Since then, she has also worked as the Editor of Beer & Brewer and the New Zealand title, World of Wine....

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