How Metcash Scaled Local Marketing Across 300+ Stores

Overview

Metcash is Australia’s leading wholesaler, operating across Food, Liquor, and Hardware sectors with the widest retail distribution network in the country reaching 95% of population. Our partnership focuses on the Food & Grocery and Liquor divisions, supporting over 400 independent retailers under the IGA, IGA Local Grocer, IGA Plus Liquor, and Supa Valu brands.

Unlike corporate-owned chains, Metcash retailers are independently run. Their independence builds strong community ties, but it also creates fragmented digital visibility that makes consistent, scalable marketing a challenge. PromoRepublic provided the solution to close that gap.

70.5 %

Platform adoption rate

15.3%

QoQ increase in Google direction requests

155%

Jump in engagement
on Instagram

72.7%

QoQ growth in social followers

The Challenge

Metcash supports hundreds of independently owned stores across Australia, each with different levels of marketing maturity and digital presence.

This made it hard to maintain a high level of engagement and keep a consistent, on-brand presence across the network.

Brandwatch, their previous platform, wasn’t built for distributed workflows. Without localized support, many retailers found it hard to engage in campaigns or stay active online, which limited their ability to attract and convert local customers.

Metcash needed a plug-in solution that fit existing workflows, distributed content flexibly, and gave HQ clear oversight with the ability to act on insights.

PromoRepublic’s IndiMATE is the perfect match for empowering our network of independent retailers online. Our store owners love how easy it is to use – it takes the stress out of social media and lets them focus on running their business.

The platform does the hard work for them, delivers great results, and keeps everything on-brand and consistent across the network. The platform is a no-brainer for a lot of our retailers!”

Robbie Allison-Young,

Digital Product Manager at Metcash

The Solution

Metcash introduced IndiMATE, a white-labeled digital marketing platform for independent retailers, and rolled it out region by region to give stores time to adapt.

HQ used IndiMATE to standardize and automate campaign distribution across brands, while retailers personalized content to keep it authentic to their communities. Stores stayed active with pre-approved campaigns, scheduled posts, and accurate business listings, ensuring customers always had the right information online.

Role-based access and one-click distribution simplified governance, replacing fragmented processes and giving HQ confidence that hundreds of stores were on brand and on time.

The Results

With IndiMATE, Metcash shifted from one-size-fits-all marketing to tailored local activation, keeping every store visible and active on Facebook, Instagram, and Google.

Built-in listing management helped achieve accuracy, boosting trust and driving store visits. By making each store consistently discoverable and active across key channels, IndiMATE turned digital visibility into foot traffic — and foot traffic into revenue.

This decentralized model gave every independent retailer the tools to build their local presence while HQ ensured brand consistency and oversight needed to scale.

Visibility impact

70.5% adoption rate vs. previously low adoption rates
Social followers increased 72.7% QoQ.
On Instagram, engagement soared 155%, with impressions up 393% QoQ.
Facebook engagement climbed 36.7%, and impressions were up 29.9% QoQ.
Organic impressions alone jumped 28.8% QoQ.
Google visibility also grew: search views +5% QoQ, maps views +10% QoQ, and direction requests +15.3% QoQ.

Sales Impact

Higher ROI on promotional campaigns, thanks to consistent multichannel activation.
More timely seasonal campaigns, as HQ could deploy them across all stores without delays.

70.5%

Platform adoption rate

See how decentralized marketing can scale.

PromoRepublic gives retail networks the tools to stay visible, engage local audiences, and drive more in-store traffic.