Officeworks becomes first retailer to activate Snapchat through Zitcha

Australian retail media platform Zitcha has launched a global integration with Snapchat, with Officeworks becoming the first retailer to activate the platform through its retail media network.

The integration gives retailers and their brand partners access to Snapchat inventory through Zitcha while connecting campaign investment with product sales and other retail outcomes.

Officeworks, part of Wesfarmers, has become the first Zitcha-powered retailer to activate Snapchat offsite advertising, launching an initial campaign for Microsoft designed to drive demand online and in-store.

The move comes as retailers increasingly look beyond their owned digital properties to extend retail media audiences across social and other offsite channels.

Snapchat reaches more than eight million Australians each month, according to Snap data cited by Zitcha, including more than 90% of Australians aged 16 to 24.

Zitcha chief commercial officer Steve Biddle said the next phase of retail media growth would increasingly depend on reaching shoppers beyond retailer-owned environments.

“Retailers and brands don't need another way to buy impressions, they need offsite media that is connected to real retail outcomes,” Biddle said.

The integration includes Sponsored Snaps, Snap Ads and catalogue-powered Dynamic Product Ads, with campaigns built around funded products and measured against product movement at the retailer.

Snap Inc. ANZ managing director Ryan Ferguson said younger consumers increasingly move between product discovery, conversation and purchase.

“Gen Z don’t just discover products in feeds; they share them, discuss them and make decisions with the people they trust most, inside Chat,” Ferguson said.