Landmark expansion into retail media extends ‘Sofa to Street to Store’ ecosystem with QMS launching ‘SHOP’.

Announced at the Nine Upfront, Digital Out of Home (DOOH) leader QMS has officially launched SHOP, a powerful new digital network situated at the physical retail threshold of some of Australia’s most trusted stores.

Delivering significant national scale across metro and regional Australia, the SHOP network generates over 16 million weekly impressions across more than 1,300 locations, in two distinct retail environments: the Metcash “LocalEyes” network – featuring 860+ screens across IGA, Cellarbrations, The Bottle-O, Thirsty Camel, Mitre 10, Home Hardware and Total Tools -and The Convenience Network’s 470 screens at the entry to 7-Eleven stores nationally.

SHOP uniquely balances this national footprint with a “local trust halo,” embedding brands into environments characterised by deep community connectedness, high dwell times, and high-frequency, habitual shopping behaviours. With more than 70% of Australians living within three kilometres of a SHOP retailer, the network has an unrivalled proximity. The expansive network coverage not only reaches metro audiences but also extends into more than 400 regional locations in Australia.

For advertisers, SHOP represents the final physical link in the combined Nine “Sofa to Store” journey and connects brands with locals at scale in the exact communities where they live, shop, and spend.

With full-motion enabled screens right at the point of decision making, the network provides endemic brands with the ultimate bridge to convert top-of-funnel campaigns into immediate, in-store sales. Benefiting from the proven dual effect of Digital OOH, the SHOP network is able to influence both short term sales whilst also building long term brand equity for advertisers.

Simultaneously, it offers non-endemic brands a highly cost-effective platform to influence qualified local audiences within trusted, high-frequency everyday environments.

QMS Chief Sales Officer, Tim Murphy, said:

“SHOP is the realisation of our ‘Sofa to Store’ ambition. We are taking the power of Digital OOH and placing it right at the store threshold. This presents advertisers with the perfect environment to dominate the critical spring and summer retail periods, including Christmas and New Year, capturing customer attention and share of basket right through to the checkout.”

GM of LocalEyes Retail Media at Metcash, Mark Lollback said:

“We’re incredibly proud to partner with QMS on the launch of SHOP. This is a strategically important and genuinely differentiated partnership for Metcash and LocalEyes, combining the scale and media capability of QMS with the trusted, locally connected network of independent retailers across IGA, The Bottle-O, Cellarbrations, Mitre 10 and Total Tools.

What makes SHOP so compelling is its ability to bring national brands into local communities at scale, connecting with consumers close to the point of purchase in environments they know, trust and visit regularly. For LocalEyes, this is about outcomes, not inventory – using media, data and the power of local retail to create more value for brands, retailers and their communities.”

QMS’ exclusive 2027 commercial packages are designed to capitalise on the audience power and data ecosystem of the wider Nine group, giving brands the unprecedented ability to track, influence and drive conversions seamlessly from the sofa, to the street and directly into store.

Thursday 17 September, 2026