Cartology, Woolworth’s retail media arm has introduced a new media approach that unites brand building and performance marketing for partners. Cartology’s Unified Planning Strategy leverages the full connected customer journey to drive measurable results in today’s complex and fragmented media landscape.
In roadshow events last week, Cartology brought together almost 300 brands and agency partners to showcase how its end to end media solution delivers outcomes for brands by focussing on the retail environment as a unique platform where mental and physical availability converge, uniting the full media journey from inspiration to in-store and online purchase decisions.
“So often, brand and trade budgets are kept separate, often leading to a disjointed and often confusing experience for our customers on their journey through the messy middle of decision making. Retail, however, is one of the few environments where mental and physical availability can meet in the same critical moment of choice,” Cartology’s general manager commercial and strategic solutions, everyday needs, Robbie Lawson.
“The best creative campaigns don’t force a trade off between brand and conversion. They come together to do both, bringing great creativity into the moment where brands are chosen.”
In a study of over 3,000 campaigns, Cartology’s Insights and Effectiveness Playbook, demonstrated a tangible strategic blueprint for brands.
The playbook highlights five strategic blueprints for brands: new product launches with Retail Media support achieved 70 per cent higher sales and 75 per cent more customers; customers are won and lost at the digital shelf with 70 per cent of connected customers purchasing items in store within seven days; combining search and display media boosts engagement, delivering up to a 28 per cent higher click-through rate; full journey campaigns deliver twice the number of new customers and a 35 per cent lift in average weekly sales; and retail OOH drives penetration and works even harder when aligned to a brand’s promotional calendar with an average of +21 per cent more new-to-brand sales and 54 per cent more new-to-brand customers.
As brands and agencies came together, industry leaders shared their perspectives on the event’s content.
Sam Buchannan from the IMAA was in attendance for the Sydney event, sharing his optimism for the opportunity that Cartology is building for agencies including independents.
“It’s really pleasing to see the big picture that Cartology is working towards and the inclusive role for the larger and independent agencies in delivering best in class campaigns that are meaningful for the customer. The message was clear, and it’s one that we want to hear for agencies in that Cartology is ready to meet agency partners where they are in their Retail Media journey, work with them in a way that works for them, with a really clear view that bringing brand, agency and retailer together is a huge opportunity,” he said.
“The commitment to a unified media approach represents a massive step forward, creating a clear opportunity for agencies like ours to seamlessly bring brand and performance planning together. It’s a compelling opportunity that we are eager to explore on behalf of our clients,” added Melissa Hey, chief investment officer for WPP Media.
Cartology also shared its innovation roadmap highlighting more opportunities to connect with customers through off-network partnerships, the evolution of its self-serve platform, investment into measurement and effectiveness including Incrementality.
