Digidirect Group launches retail media network
The Digidirect shop in Bondi Junction
Technology retailer Digidirect is launching its own retail media network, with in-store and digital assets across its Digidirect, Mwave, and Booktopia properties.
The Digiconnect (styled “digiConnect”) retail media network will include in-package advertising, point-of-sale placements, and digital display ads across the group’s sites. The group says it reaches 6 million Australians monthly, and it expects the number to grow.
Digidirect head of brand, communications and loyalty Adam Freedman told Mumbrella that brand experience agency Source Partnerships would be handling sales to non-endemic partners. “Non-endemic” refers to brands the group does not sell in its own stores.
Endemic sales will be handled in-house.
Adam Freedman at Mumbrella’s Remade conference
”Whether it’s endemic and non-endemic, you have to think about what’s the impact to the customer, what’s going to be the most relevant,” Freedman said.
“It’s almost like taking an editorial approach to retail media, in terms of the things that are actually going to be most beneficial to the customer.”
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Freedman said he and the group were excited by the possibilities of the network – which extended beyond ads in Digidirect’s seven stores and well-trafficked sites. For example, he said the group was shipping thousands of packages every week.
“ I think in terms of post-purchase … it’s very relevant when someone has just bought an item, but we know that they are clearly interested in other things – that’s a great time when they’ve just spent, what are they looking for next?”
“We are really looking at finding those opportunities to meet the customer where they are, where they’re interested and where they want to spend.”
Freedman said there would also be some “super premium” inventory available, including a print opportunity in Booktopia’s annual gift catalogue.
Digidirect was founded as an online business in 2006 by Shant Kradjian. It has expanded recently with the acquisition of online book retailer Booktopia – which also owns the Angus and Robertson and Co-op Bookshop stores and was acquired in 2024 – and online computer retailer Mwave, acquired this year.
In addition to Digidirect, Mwave and Booktopia, the Digidirect group includes library book supplier James Bennett.
The AFR has reported that the group’s annual revenue now stands at around $500m.
