Woolworths launches media business, Cartology

Cartology, Woolworths Group’s new retail media business, has unveiled a number of new initiatives that will ensure customers are better connected to the brands they love.

“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,” Cartology Managing Director Mike Tyquin said.

“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.”

Woolworths Screen Network

In addition to exclusive opportunities for partners, 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.

“The digital screens will be uniquely positioned at the front of each supermarket,” Mr Tyquin said.

“They’ll be dynamic – allowing relevant messaging to be adapted to a specific store and also updated quickly if required.”

Cartology Promoted Products 

Another innovation, available as of next week, is Cartology Promoted Products. This will give brands the opportunity to 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,” Mr Tyquin said.

“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.”

Cartology Performance Model 

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

“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,” Mr Tyquin said.

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