Australian family-owned pet retailer PetO has partnered with Jodie Koning’s Retail Media Academy (RMA) to design a retail media network.
The partnership will focus on building retail media as a strategic capability for PetO, anchored by three imperatives: driving tangible value for suppliers, enhancing the customer experience, and supporting PetO’s broader business goals.
The strategy is shaped by PetO’s heritage as a family-owned business and its commitment to supplier relationships.
“As a family business, relationships are everything to us, whether that be with our customers, our team, or our suppliers,” Nick Greenhalgh, owner of PetO said.
“Retail media presents a significant opportunity, but only if it’s done right. For us, that means listening, co-creating, and ensuring anything we build genuinely amplifies the customer experience. In a market where private labels have become prolific, we’re on a mission to support our brand partners to amplify with excellence,” he added.
Koning pioneered retail media initiatives in Australia and New Zealand as a founding member of Cartology’s leadership team.
“We’ve seen the rapid growth of retail media globally, but we’ve also seen networks move too fast or lose sight of core stakeholder needs. With PetO, the opportunity is to apply those learnings thoughtfully. The focus here is on simplicity, credibility, and long-term value creation,” Koning said.
“The timing is right. Over the past 18 months, we’ve unified our customer experience and grown from 16 to 58 stores nationally. We’ve focused on getting the fundamentals right – great value, trusted advice, and genuine care. Retail media now gives us a way to amplify our proposition and deepen the value we deliver to customers and suppliers everyday,” Greenhalgh added.
