The digiDirect Group has announced the launch of its new retail media network, digiConnect. This initiative will operate across the digiDirect, Booktopia, and Mwave brands, aiming to establish direct connections with customers and partners through a publisher-led strategy.

The digiConnect network offers brands access to premium assets across various channels, including both physical and digital stores. One of the notable features is in-package advertising, which allows brands to engage with customers through delivery boxes. Additionally, digiDirect’s screen network across its nationwide stores will be activated for high-impact placements.

Partners will have the opportunity to integrate into customer journeys through bespoke content post-purchase, including at checkout and via email. The network will also offer ‘super-premium’ inventory through select print and digital assets, such as Booktopia’s annual gifting catalogue.

Source Partnerships has been appointed to manage retail media activity for digiConnect. The focus will be on lifestyle brands across categories such as travel, home, and consumer goods.

Adam Freedman, Head of Brand, Communications and Loyalty at The digiDirect Group, stated, “Retail media continues to see huge growth around the world but we have identified significant opportunities that create a more dynamic and relevant local proposition for brands and businesses to leverage to deliver on their business objectives. We have developed a genuinely distinctive and authentic network that centres around creating a three-way win; for partners, for us as the publisher, and most importantly, the customer.”

Freedman added, “By taking a customer-first approach, we can provide a more intimate and personalised level of content that fosters a deeper connection and added value for the customer. This is complemented by our access to rich first-party data that enables us to connect partners with the right customers while also providing a platform to genuinely reach millions of Australians with high purchase intent.”

Haig Kayserian, The digiDirect Group’s Director of Retail & Logistics, commented on the network’s potential, “Our growing business portfolio has enabled us to unlock greater opportunities to further maximise our vast real estate and provide valuable opportunities to connect with a highly-coveted audience base, which reaches a strong cross-section of Australians of all ages and demographics on a national level united by one shared trait: their desire to spend.”

Kayserian also described digiConnect as “designed to be a first-class partner for brands and advertisers and a more effective, budget-friendly and full-funnel alternative to other increasingly expensive and cumbersome channels to reach and acquire customers from both a brand and performance perspective.”

Andy Mulrenan, Founder of Source Partnerships stated, “The digiConnect network presents an exciting opportunity to reach customers where they’re most focused; in discovery, in checkout, in delivery, and in-store. With its rich mix of verticals, retail formats, and access to powerful first-party data, The digiDirect Group gives non-endemic brands a new, highly effective way to connect with customers through contextually relevant moments and in a way that genuinely adds value.”

The digiDirect Group, which includes digiDirect, Booktopia, Mwave, and other businesses, is owned by founder and CEO, Shant Kradjian. The Group is developing additional initiatives to bolster the digiConnect network ahead of the peak retail season.