Woolworths launches Dan Murphy’s digital screen network

Following the launch of its Cartology business that saw digital screens installed across its supermarkets, Woolworths has now expanded into its liquor store network

After launching its Cartology digital screen network across its supermarkets in 2019, Woolworths is now rolling out a new network in Dan Murphy’s nationwide.

The 228 digital screens at the entry of the stores will offer drinks brands a highly visible, immediate channel to engage with shoppers at a valuable moment to inspire purchase decisions. Diageo is the first advertising partner to promote its brands on the new screens. 

Cartology MD, Mike Tyquin, said the new Dan Murphy’s screens provide a unique opportunity to reach 9.3 million customers.

“It’s an exciting opportunity to give drinks brands a direct path to inform and impact our highly engaged Dan Murphy’s customers, at a moment when they’re looking for inspiration,” Tyquin said.

Cartology launched its digital screen network across all Woolworths supermarkets last September and said its digital screen model has been able to drive sales outcomes.

“We’re looking to replicate the successful model we’ve established across Woolworths stores to achieve significant campaign results for our drinks partners, as we have already for many of our supermarket brands,” Tyquin said.

A new digital screen will be installed at the front of 228 Dan Murphy’s over the coming months, with the final rollout to be completed in Victoria as COVID-19 restrictions ease. As the retail media business continues to expand, Cartology will also be launching an agency offering in November, in addition to its current brand partnerships.

Woolworths aid move will provide media agencies and their client brands access to data, digital and ecommerce assets across Cartology’s omnichannel offering, including its digital screen networks, in-store POS, Cartology’s promoted products and its Fresh magazine.

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