Hatched has been appointed by online bookstore Booktopia as its communications strategy partner following a competitive pitch.
This is the first time Booktopia has had a media agency of record, the remit includes a full SEO audit across the brand’s 17 million URLs.
The agency will work with the business to connect Booktopia with pop culture while flying the flag for the brand as the home of books in Australia. The business is currently building a new customer fulfilment centre to enhance the book-buying experience and expedite deliveries.
Hatched also will work with Booktopia to build, manage and optimise advertising inventory across the owned media assets of the business. This will create and drive a new high-margin revenue stream and see Booktopia become a market leader in the retail media space.
Adam Freedman, Booktopia head of brand and communications, said Hatched presented a compelling strategic proposition that demonstrated a solid understanding of the business and category as well as the challenges and opportunities for Booktopia to navigate.
“The team provides a one-stop solution across several important disciplines that will form an important part of the evolution of our customer experience. This will help us to deliver on our overarching mission to be Australia's bookstore of choice," Freedman said.
Catherine Edghill, Hatched managing partner, said Booktopia is exactly the type of client Hatched loves working with.
"We’re excited for the opportunity to set them up for future success. To do this, we will utilise our complete suite of products and capabilities to drive influence across the entire customer journey," Edghill said.
"We’re thrilled Booktopia sees the benefit of an end-to-end approach inclusive of retail media. Game on.”
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