The partnership establishes a new, privacy-first foundation for retail media collaboration in the market, enabling brands to activate high-value audiences and deliver more relevant, impactful advertising across DFI's extensive retail ecosystem.
The partnership brings together DFIQ Media's extensive omnichannel retail media ecosystem with WPP Media's advanced programmatic and predictive intelligence capabilities. By integrating customer audience insights through InfoSum - WPP's privacy-first, no-data-movement collaboration platform - advertisers can activate high-value audiences while ensuring strict data privacy and regulatory compliance.
Through this initiative, advertisers will gain access to aggregated customer insights from the yuu loyalty ecosystem and retail platforms across DFI Retail Group banners, enabling more precise and effective targeting strategies. These audience segments can be securely matched and activated via WPP Media's Open Intelligence, and delivered through WPP Open - WPP's agentic marketing platform. This enables brands to unlock new growth audiences, improve targeting accuracy, and access deeper performance insights across digital and in-store environments, including incremental sales, new-shopper contribution, and audience-level effectiveness.
"Retail media is the fastest growing media channel globally and rapidly becoming one of the most important channels for brands to connect with consumers in meaningful and measurable ways," said Wee Lee Loh, Group Chief Digital & yuu Rewards Officer from DFI Retail Group. The partnership also includes WPP Media's investment in DFIQ Media's omnichannel retail media inventory. This includes digital advertising opportunities across the e-commerce and mobile apps of yuu, Wellcome, 7-Eleven, and Mannings, as well as DFIQ Media's in-store digital screen network of more than 6,000 screens across these retail locations in Hong Kong. "Our collaboration with DFIQ Media represents an important step in shaping the future of commerce-driven media in Hong Kong," said Michael Beecroft, CEO of WPP Media North East Asia.
Collectively, these retail touchpoints generate more than 60 million store visits every month, giving brands a powerful platform to connect with consumers across the full shopping journey — from digital discovery to in-store purchase.
"By partnering with WPP Media and leveraging privacy-safe technology from InfoSum, we are unlocking the next phase of retail media in Hong Kong - one that combines powerful first-party data with omnichannel activation across digital and physical retail environments," said Chandana Sunder, Group Retail Media Director from DFI Retail Group.
WPP Media will also bring its advanced programmatic advertising, predictive modelling, and Open Intelligence capabilities to the partnership, enabling automated buying, real-time optimization, and sophisticated audience targeting powered by DFIQ Media's retail signals.
"By connecting DFIQ Media's rich retail audiences with our Open Intelligence framework, we can deliver high-yield, privacy-safe, and outcome-driven advertising solutions that reduce waste and drive measurable growth for brands," said Kenny Ip, Vice President, Media and Partnership Management at WPP Media Hong Kong.
Together, DFIQ Media and WPP Media aim to push the boundaries of retail media innovation - building a more advanced and future-ready retail media landscape in Hong Kong. The partnership marks a significant milestone in next-generation retail media development, combining privacy-first data collaboration, predictive intelligence, and large-scale omnichannel activation to create new opportunities for brands to engage shoppers and measure incremental impact.
Hashtag: #DFIRetailGroup #DFIQ #yuuRewards #Mannings #7-Eleven #Wellcome
https://www.dfiretailgroup.com/
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DFI Retail Group
DFI Retail Group is a leading Asian retailer driven by its purpose to 'Sustainably Serve Asia for Generations with Everyday Moments'. As at 31 December 2025, the Group and its associates operated 7,580 outlets and employed more than 79,000 people across 12 markets. The Group is committed to delivering quality, value and service to consumers across the region through trusted brands, strong local market positions, and a broad retail ecosystem supported by extensive store networks, digital capabilities and efficient supply chains. DFI Retail Group and its associates operate a portfolio of well-known brands across five key divisions: health and beauty, convenience, food, home furnishings and restaurants.
DFIQ Media is the retail media arm of DFI Retail Group, connecting brands with millions of shoppers through a powerful omnichannel ecosystem that spans loyalty, e-commerce, and in-store media across leading retail banners. Established in 2025, it aims to deliver everyday omnichannel customer experience through full funnel media solutions powered by first party data intelligence.
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