Shopper influence agency Hypermedia today confirmed the renewal of its instore media contract with Countdown.

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

Progressive has over 44 per cent share in the New Zealand grocery market, with 179 Countdown supermarket stores nationwide servicing 2.5 million weekly customers. This offers an extremely compelling advertising arena for fast-moving consumer goods’ (FMCG) brands, with exclusive access available only through SuperMarketer’s range of disruptive instore media formats.

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

Hypermedia MD, 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 the store, it is leaving a lot to chance. 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 – instore at point of purchase.”

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