Terrywhite Chemmart scales retail media platform as brands look for sophistication
Terrywhite Chemmart has significantly scaled its retail media platform, a year on from its launch.
Speaking to Mumbrella, the brand’s head of marketing and retail media Janice Hoogeveen and retail media strategist Colin Lewis share how and why the network is evolving.
TWC Connect launched in July last year, built upon the Zitcha platform, designed to enable new opportunities in onsite and offsite media channels. It leverages the brand’s 620 pharmacies and has millions of customers, giving brands access to health-conscious Australians.
The team have spent the past year refining how it connects media, data, and customer moments. From in-store point-of-sale and consultation room branding, to owned digital assets like eDMs and social, through to programmatic and data-led offsite media, it has worked on how it engages customers across their health journeys.
Janice Hoogeveen and Colin Lewis
Hoogeveen said TWC Connect is now in a “powerful place” at the intersection of health, retail, and trust.
“What makes us different is the intent behind the customer,” she told Mumbrella.
“People aren’t just browsing, they’re actively seeking advice, products, or services that impact their health and wellbeing. That context means brands can connect more meaningfully, whether they’re endemic to the pharmacy category or not.”
Context and trust is everything, according to Lewis, especially in a healthcare setting.
“Pharmacy is one of the few categories where consumers invite expertise into their decision-making process. That creates a uniquely receptive environment for relevant messaging,” he said.
He predicted that retail media will move from tactic to strategy in the next 12-24 months: “It’s no longer just an add-on to trade spend, it’s becoming a core part of marketing plans.”
As that shift accelerates, he said advertisers will be looking for more sophisticated networks who understand brand goals, audience segmentation, and omnichannel integration.
This is where the scale goals come in for TWC Connect, according to Hoogeveen. She said as it grows, it will focus on sophistication.
“That means expanding our audience capabilities, enhancing attribution and reporting, and bringing in new partners, from endemic health brands to those in adjacent or emerging categories,” she told Mumbrella.
“We’re also investing in education and enablement, making it easy for suppliers and media buyers to work with us, whether they’re retail media veterans or brand new to the space.”
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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