Bunnings launches Hammer Media to unlock $2.8b retail media opportunity

Bunnings has launched its dedicated retail media network, Hammer Media, expanding its advertising offering for suppliers and formally entering Australia’s fast-growing A$2.8 billion retail media market.

Hammer Media gives brands access to Bunnings’ full-funnel media ecosystem, reaching millions of customers both in-store and online. With more than 14 million monthly website visits, 4.5 million email subscribers, 1.9 million magazine readers and a large in-store footprint, the platform allows suppliers to engage shoppers across multiple touchpoints on the path to purchase.

The launch follows strong results from trials in Victoria and New South Wales. As part of the rollout, Bunnings has installed 300 digital screens across 150 stores and is offering advertising options through its in-store radio, website, social media, eDMs and the Bunnings Warehouse magazine.

Bunnings general manager marketing, Justine Mills, said the launch of Hammer Media represents a significant step forward in its commitment to innovation and growth.

“Take-up and results from trials in Victoria and New South Wales are very encouraging for the future success of the network and returns for our advertising partners,” Mills said.

Through Hammer Media, suppliers can deliver contextually relevant, time-sensitive campaigns that speak to both retail and trade customers at scale. Assets such as entry screens, aisle displays and digital content can be tailored based on time of day, store location and customer behaviour, offering precision targeting within the Bunnings ecosystem.

The move places Bunnings in competition with other major Australian retail media players, including Woolworths’ Cartology and Coles 360, as advertisers increasingly shift spend toward environments with high shopper intent and measurable returns.

The move positions the hardware giant to take a bigger share of Australia’s fast-growing retail media market, which PwC estimates will be worth $2.1 billion this year and $2.7 billion by 2027. This year the likes of Officeworks, Australia Post and Petbarn have dipped their toes into the retail media space.