Countdown signs Hypermedia for another two years

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Leading shopper influence agency Hypermedia today confirmed the renewal of their in-store media contract with New Zealand grocery giant Countdown Supermarkets.

The collaboration between Hypermedia and Countdown has spanned more than four years and is set to continue for another two-year term under a “bold” new brand masthead, SuperMarketer.

Progressive has 44% share in the New Zealand grocery market with 179 Countdown Supermarket stores nationwide servicing 2.5 million weekly customers. “This is an extremely compelling advertising arena for FMCG brands with exclusive access available only through SuperMarketer’s range of disruptive in-store media formats,” said Hypermedia managing director Chris Jones

According to proprietary Hypermedia research, 76% of purchasing decisions are made in store with 96% of supermarket shoppers purchasing items they had not intended to buy while 50% of shoppers wait until they are in store to decide how much they will buy.

Chris Jones said the extension of the partnership with Countdown reinforces the impact and importance of shopper marketing platforms like SuperMarketer.

“If a brand is only spending on advertising outside of the store environment, they are leaving a lot to chance,” he said. “We have seen triple digit percentage sales growth for clients by harnessing the power of shopper marketing campaigns to disrupt, inform and persuade decision making where it really counts – in-store at point of purchase.”

The introduction of a new rate card, and improved post campaign analytics release signals further evolution of the SuperMarketer offering and reflects a dedication to providing even more value and positive results for Countdown suppliers.

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