Zitcha launches Snapchat integration with Officeworks

Zitcha has launched a global integration with Snapchat, with Officeworks the first retailer to activate Snapchat advertising through the platform.

The integration lets retail media networks and brand partners buy Snapchat ad formats in Zitcha, including Sponsored Snaps, Snap Ads and Dynamic Product Ads.

The move extends retail media activity beyond a retailer's own websites, apps and stores. Zitcha says it gives retailers and brands a way to reach younger consumers and connect media spend to sales outcomes.

Officeworks, owned by Wesfarmers, used the integration for an offsite campaign with Microsoft designed to drive demand online and in stores.

According to figures cited by the companies, more than eight million Australians use Snapchat each month, and the platform reaches more than 90% of people aged 16 to 24.

That reach has made Snapchat attractive to advertisers seeking younger shoppers, a group that can be difficult to access through more established retail media channels. The integration gives retailers using Zitcha a way to place campaigns in Snapchat's chat and content environments while tying activity back to funded products.

Offsite push

Retail media has grown rapidly as merchants use their first-party data and owned channels to sell advertising to consumer brands. Increasingly, the market's next stage is focused on offsite media, where retailers use their data and commercial relationships beyond their own properties.

Zitcha says its Snapchat integration is built around advertiser-funded products and measured against product movement at the retailer. The aim is to show brands the commercial effect of media spend rather than rely only on standard media metrics such as impressions or clicks.

Officeworks described the launch as part of a broader push to build its retail media business.

"At Officeworks, we're focused on building a retail media network that creates value for everyone in the ecosystem, our customers, our suppliers and our business. That's why we're incredibly proud to partner with Zitcha and Snapchat to bring this innovative integration to life. As one of the first retailers globally to activate Snapchat through Zitcha, we're helping shape the future of retail media by connecting brands with audiences in more relevant and engaging ways. Just as importantly, we're committed to delivering meaningful, measurable results for our suppliers. This work is a great example of what's possible when retailers, technology partners and brands come together with a shared focus on customer relevance and impact. We're proud to provide a platform that delivers on this breadth of benefit to our supplier partners," said Andy Mossop, Chief Customer Officer, Officeworks.

Measurement focus

Founded in Australia, Zitcha says it now operates across the United States, APAC and EMEA. Its pitch to retailers centres on combining media planning, activation and measurement with merchant data and sales information.

Steve Biddle, Chief Commercial Officer at Zitcha, said the Snapchat expansion reflects the limits of confining retail media to a retailer's owned channels.

"Retail media has become incredibly effective at targeting shoppers within a retailer's own ecosystem, but future growth depends on extending that reach to audiences beyond it. Snapchat gives retailers and brand partners access to a younger, highly engaged audience that many retail media networks have traditionally struggled to touch," said Biddle.

He said advertisers want clearer evidence that offsite campaigns influence sales.

"Retailers and brands don't need another way to buy impressions, they need offsite media that is connected to real retail outcomes. Snapchat gives retailers access to a highly engaged audience that many retail media networks struggle to reach. By bringing Snapchat into Zitcha, we're enabling retailers to activate campaigns that are measured against retail performance and optimised around business results, not just media metrics," said Biddle.

For Snap, the partnership creates another route into the retail media market, one of digital advertising's fastest-growing segments. Platforms with younger audiences have been trying to show that their ad products can support not only brand awareness but also transactions and store sales.

Ryan Ferguson, Managing Director at Snap ANZ, pointed to the role of private messaging and peer discussion in product discovery among younger consumers.

"Retail growth increasingly depends on reaching audiences where they're genuinely paying attention, not just where they're scrolling. 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. That discovery leads to purchase, as online and in-store behaviours become increasingly intertwined. The Officeworks and Microsoft campaign is a clear demonstration that when brands show up in moments of genuine connection, the commercial results speak for themselves. Partnering with Zitcha gives retailers a direct path to one of Australia's most attentive and commercially valuable audiences - with the measurement to prove it," said Ferguson.