digiDirect

digiDirect: Australian retailer of cameras, computers and mobile devices

digiDirect is a retail company based in Australia that sells cameras, photographic equipment, computers, mobile phones and a wide range of consumer electronics. Its catalogue covers both new items and refurbished and second-hand options, and is organised into categories such as photography, computers and monitors, mobile phones and tablets, audio and visual, education and business, entertainment, gaming and streaming, home office, memory and storage, and outdoor and adventure.

Product catalogue

digiDirect's offering includes mirrorless cameras, digital SLR (DSLR) cameras, full-frame, compact, instant, action, camcorders, cinema, medium format and rangefinder cameras, along with lenses for mirrorless and SLR mounts, filters, cinema and medium format lenses. It also has drones and their accessories, cables and adapters, photographic accessories, batteries and power supplies, travel accessories, flashes, darkroom and video tape materials, printers and scanners (including 3D printers), lighting and studio, backgrounds and supports, tripods and rigs.

In the computer segment, it sells business, gaming, home and student notebooks, Apple MacBooks, professional laptops, desktops, mini PCs, accessories such as keyboards, mice, hubs, docks, webcams, surge protectors, monitors (gaming, professional and their accessories), networking (cables, switches, extenders and wireless routers), printers and scanners. The mobile phone section includes Apple iPhones, Android phones, iPad and Android tablets, graphic tablets, cases, screen protectors, mounts, styluses and various accessories.

The audio and visual section comprises microphones (directional, wireless and accessories), headphones (for business, in-ear, over-ear and true wireless), computer and gaming speakers, home audio, projectors, home theatre accessories, studio interfaces, mixers, recorders, power protection, televisions and their accessories. In gaming and streaming you will find accessories, controllers, headsets, keyboards and mice for gaming. The memory and storage category covers card readers, external and internal hard drives, memory cards, card cases and NAS enclosures. For outdoor and adventure it offers action cameras, dash cams, trail cameras, navigation and GPS, GPS trackers, smart watches, binoculars, laser rangefinders, monoculars and watch accessories.

Brands and featured products

digiDirect's website includes a featured brands section and a selection of recommended products. Among the items listed in the catalogue are photographic films such as Kodak GC UltraMax 135-24 400 (3-pack), Kodak Portra 400 135-36 (single roll), Kodak Gold 200 24exp (3-pack) and Kodak VR 135-36 Color Plus 200 WW, with prices shown in Australian dollars. The company also sells products from the FUJIFILM brand, among others.

Services and programmes

digiDirect offers several services and programmes for its customers: a store locator, a membership programme called digiClub®, gift cards, a Click & Collect service (buy online and collect in store), a division called digiDirect Business aimed at companies, and printing services under the digi Print brand. It also has specific sections for second-hand products: digi Seconds (Open Box, Pre-Loved and Refurbished). The company also publishes a corrective notice regarding a voluntary undertaking given to the ACCC (Australian Competition and Consumer Commission) for false or misleading representations about dual pricing on its website.

Presence and reach