Woolworths launches Cartology in an effort to tackle changing retail landscape

Cartology aims to assess campaign effectiveness and forge a better connection with consumers

In response to changing retail and media landscapes, Woolworths Group has launched a retail media business, Cartology, and is rolling out a national digital screen network across Woolworths Supermarkets and new performance tracking modelling.

The new initiatives aim to assess campaign effectiveness and forge a better connection with consumers.

Managing director of Cartology since March, Mike Tyquin, said Woolworths is excited to officially launch Cartology to its partners and be in a position to further innovate retail media in Australia to better connect customers to brands.

“Cartology is a response to the changing retail and media landscape that both us and our supplier partners are trying to navigate. We have the ability to reach customers everyday with personally relevant messages via our unique programs and our owned in-store, digital and social media channels. 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 opportunities for partners, including being a part of branded programs and multiple touch points across owned media channels, Cartology will also 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.

“The digital screens will be positioned at the front of each supermarket. They’ll be dynamic, allowing relevant messaging to be adapted to a specific store and also updated quickly if required,” he said.

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.

 “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.

“The ‘Cartology Performance Model’ is how we will 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 quantified.”

Cartology is the new standalone retail media business of the Woolworths Group and was established to ensure partners are able to better communicate and engage with customers along the path to purchase. Officially launched in July 2019, the company has approximately 50 team members.

Recently, Andrew Hicks was appointed group CMO of Woolworths Group to help drive customer experience (CX). Hicks was a key speaker at last year’s CMO Momentum event.

Hicks was director of marketing for Woolworths Food Group and Supermarkets since 2016, and joined the Woolworths Group in 2008 as the national marketing manager of Dan Murphy's. He then moved into the role of general manager of marketing of the Woolworths Liquor Group (WLG) in 2012.

Woolworths also recently confirmed a strategic partnership with Marley Spoon that will see the supermarket giant invest $30 million into the subscription-based meal kit provider as well as its Dinnerly brand.

Making the announcement to the ASX in June, the initial five-year partnership sees Woolworths pick up a 9 per cent stake in Marley Spoon, as well as a direct role in growing the Australian business. The deal incorporates a $23 million senior secured convertible note, along with $7 million in Marley Spoon shares.

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