Integer Sydney launches ecommerce consultancy 'Digitail' as Amazon enters the Australian market

digitail_hero (1).jpgThe Integer Group, one of Omnicom Group's leading global commerce agencies, has today announced the expansion of its Digitail practice to Australia as Amazon opens for business, locally.

Digitail is a suite of commerce marketing and findability solutions rooted in a deep understanding of the retailer environment, how shoppers shop online, and the role eRetailers play along the shopper journey.
Strategic, creative and operational core capabilities help clients win search, the "Buy Box" and share of mind and wallet on and off-site - from organisational and operational readiness, to developing the perfect page for the digital shelf, to marketing, media and merchandising techniques that drive conversion and sales in an omni-channel world.

Says Morgan McAlenney, Digitail executive vice president and global operation lead for The Integer Group: "Today Amazon has opened in Australia, and with it comes change for both commerce and culture. Integer's Digitail offering helps clients turn shoppers into buyers on Amazon and beyond. We are set up to help brands and retailers find success on platforms including Amazon including international platforms such as, Tesco, GPA, Carrefour and many more; so we're launching an eCommerce consultancy in Australia under the branded header of Digitail, leveraging our global skills, expertise and deep understanding of the Amazon ecosystem."

Integer's Digitail practice launched in 2008 to help clients establish strategies and go-to- market plans to both win in a complex ecosystem and scale to meet the needs of the full channel. As a result, Integer has been recognized as one of very few Amazon "Trusted Creative Partners." Representing over 110 brands in 27 languages and producing more than 18,000 eCommerce assets per year for eRetailers globally, Integer's digital offering is headquartered in Denver, Colorado with significant regional hubs in Hamburg, Germany, Sao Paulo, Brazil, and now Sydney, Australia to service clients worldwide.

With Amazon entering the Australian market, The Integer Group recognised the well-timed opportunity to launch a regional Digitail offering.

Wylie Fowler, general manager of Integer Sydney (part of the TBWA Group Australia), appointed to lead Australia's Digitail launch, outlines the opportunity for brands: "The disruption Amazon represents could be seen as either a threat or an opportunity for local brands and retailers. We see it very much as an opportunity. By tapping into our global experience and decade of learnings, we are excited to help Australian brands and retailers thrive in what will be a new retail paradigm in our market."

Amazon represents a potentially disruptive force in Australian retail:
• Amazon, operating in just 11 markets, is responsible for 43% of all online sales
• In 2017, Amazon will be responsible for 22% of all retail growth in the U.S.
• (the U.S. site) is already the second largest mass merchandise website
in Australia - second only to, which ships over 6.5 million
products per week online
• It is predicted that Amazon will double the rate of growth of online retail in Australia,
as it has in each of the 11 markets it has entered (currently, online is growing at 13%
PA v total retail growth of 2.9%)
• In established markets, Amazon is both a dominant retail force and a powerful
search and media tool, with over 55% of all product search happening on Amazon

Says Paul Bradbury, CEO, TBWA Australia and New Zealand: "Amazon is a sophisticated, data-rich operation, laser-focused on the customer experience. Vendors and brands need to understand Amazon's complexities and motivations to be successful."

Says Fowler: "Its more than online shopping, Amazon will force us to re-think content, media spend, digital and programmatic, customer service, and even our relationships with Australian retailers. There is a difference between selling on Amazon and being successful on Amazon - we offer the solutions and expertise to deliver the latter."

For more information, visit To contact Integer's Digitail eCommerce consultancy in Australia, contact Wylie Fowler at For global inquiries, contact Morgan McAlenney at

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