, March 20 -- Australian-founded Zitcha has been engaged by Leroy Merlin to manage its digital retail media ecosystem, including on-site, off-site and in-store media, using its automated platform to drive additional new revenues from brand advertisers and enhance customer experiences through personalisation.

Leroy Merlin, the French headquartered DIY chain that has outlets in Europe, Asia and South America, selected Zitcha following a competitive review. Leroy Merlin is part of ADEO, a global player in the home improvement and DIY market with a turnover of A$61.7bn (€37.8bn) in 2022 and more than 130,000 employees.

The move marks Zitcha's entry into the emerging South African retail media market.

Zitcha will enable Leroy Merlin's...