How The Warehouse Group NZ built a performance marketing culture

Gabey Goh

The Warehouse Group, one of New Zealand’s leading retailers, successfully built out a performance marketing capability that enables it to reach consumers in smarter, and more targeted, ways.

The Warehouse Group (TWG), one of New Zealand’s largest retailers, was struggling to keep pace with the rapid changes in the marketing ecosystem.

Jonathan Waecker, CMO of TWG, highlighted a number of challenges that the Auckland, New Zealand-based enterprise was facing:

Tradition

For TWG’s retail business, there was a distinct marketing rhythm with direct mailers and tactical ads being used to get a sense of consumer trends on a weekly cycle.

The brand-building rhythm, in turn, was marked by a “desire to position what each of our brands means to customers [in the] long term,” Waecker told delegates at Advertising...

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