Digidirect Group launches retail media network

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.