Tuesday, 10 November 2020
Cartology - Woolworths Group’s retail media business - is expanding its offering to provide enhanced personalisation opportunities, audience activation and advanced attribution to its clients.
As it enters its second year, Cartology has announced a set of new propositions to be launched in early 2021 that will help brands make stronger connections with customers and provide a more seamless end-to-end experience across the life of a campaign.
Cartology’s approach to retail media is driven by the Woolworths Group’s customer first ethos. Its latest announcements continue to position customers’ needs front and centre to create genuine engagement and connection for brands.
Cartology will soon offer new avenues to present more relevant brand messages to customers through the Woolworths’ Everyday Rewards program. In the first quarter of next year, Cartology will offer brands additional personalisation opportunities across its digital assets on desktop and mobile, including the Everyday Rewards app.
The offer extends the precision personalisation capability currently within Everyday Rewards 1:1 emails, to better engage customers throughout their shopping journey. With relevance being a key driver of customer conversion, increasing personalisation across multiple channels is expected to deliver greater, more meaningful impact.
From February next year, Cartology will expand its offering to encompass audience activation under a revised partnership with Quantium. The move will see Woolworths Group’s media activation capability come back in house to deliver a more tailored and seamless end-to-end experience for its retail media clients.
Cartology’s audience activation services will use Quantium’s analysis platform and insights from across the Woolworths Group to provide brands with a highly informed view of their audiences to build more meaningful connections with customers.
Bringing its suite of new offerings across the entire campaign journey, Cartology’s Advanced Attribution product will launch early next year to create greater accountability and accuracy of measurement and enable more precise, data led campaign planning. Multi-touchpoint analysis and real time performance data connecting in-store and online channels will significantly increase visibility of campaign impact. The closed-loop measurement capability will support continuous improvement and channel comparison to help brands and agencies identify the moments that matter most for their customers.
Cartology Managing Director Mike Tyquin said: “The results we’ve achieved for brands over the last year have reinforced that customers should absolutely remain at the centre of our shared ambition.
“We’re excited about the new offerings set to launch early next year because we know they will offer greater strategic direction for campaigns, based all around the customer.
“It’s our unique proximity to and relationship with customers that allows us to drive sales overnight and customers over time for our brand partners.”
Cartology’s upcoming offerings were announced today at a trade event that profiled the business’ scaled physical and digital retail media footprint in its first year of operation.
Cartology’s 975-strong network of digital screens across Woolworths supermarkets was recently matched by a new network of nearly 300 screens across Dan Murphy’s nationally to provide drinks brands the same high-impact model already delivering results for FMCG brands.
The Woolworths screen network’s ability to engage new customers has seen 57 per cent of transactions associated with screen campaigns to date coming from new customers who hadn’t purchased the product featured in the previous year.