Woolies’ Standalone Media Arm Cartology Unveils Its Innovative Offerings

Woolworth Group has unveiled a string of innovations that will ensure its brands and customers are better connected as it launches its media arm Cartology.

Innovations to ensure partners of the Woolworths Group are engaging customers with relevant and timely messages include the roll-out of a national digital screen network across Woolworths Supermarkets and new performance tracking modelling to assess campaign effectiveness.

Former director of the OMA and most recently CEO of Adshel Mike Tyquin was announced as MD of Cartology in March this year.

He said: “We are excited to officially launch Cartology today to our partners and be in a position to further innovate retail media in Australia to better connect customers to the brands they love to shop.

Woolworths launched Cartology in response to the changing retail and media landscape.

“We have the ability to reach customers every day with personally relevant messages via our unique programs and our owned in-store, digital and social media channels,” said Tyquin.

“With insight gleaned from over a billion transactions, we can help further support a better shopping experience for our customers across their retail journey at Woolworths Supermarkets and BWS.”

Further to exclusive opportunities for partners, including being a part of branded programs and multiple touch points across owned media channels, Cartology will be rolling out a ‘Woolworths Screen Network’ nationally from September.

The Network will see a new digital screen located at the front of every Woolworths Supermarket across the country by the end of the year.

Tyquin said: “[The screens] will be dynamic – allowing relevant messaging to be adapted to a specific store and also updated quickly if required.”

Another innovation available as of next week is ‘Cartology Promoted Products’, where brands can be placed at the top of search results on Woolworths Online and BWS.com.au.

Tyquin said: “Australian shoppers are searching Woolworths online platforms for grocery products more than any other digital platform. Through Cartology’s ‘Promoted Products’, brands will have the ability for increased ‘on-shelf’ visibility in the digital shopping environment, making it easier for customers to discover new and relevant products.”

With driving tangible business outcomes at its core, the team has also developed the ‘Cartology Performance Model’.

Tyquin concluded: “The ‘Cartology Performance Model’ is how we track and ensure we are meeting the objectives set out for our brand partners, through insightful feedback and dynamic data – making sure that the return on investment is truly quantified.”

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