Woolworths’ media business Cartology officially launches with in-store digital screen network
Woolworths’ standalone media business Cartology has officially launched, rolling out a national digital screen network across Woolworths supermarkets and introducing performance tracking modelling to assess campaign effectiveness.
The screen network will see a new digital screen located at the front of every Woolworths in Australia by the end of this year, a move Cartology said will “ensure customers are better connected to the brands they love”.
Cartology’s Mike Tyquin with one of the new in-store screens
“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,” Mike Tyquin, who was announced as managing director of Cartology in March, said.
“The digital screens will be uniquely 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.
“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.”
In addition to these two launches, Cartology is revealing ‘Cartology Promoted Products’ next week, which will allow brands to be placed at the top of search results on the Woolworths and BWS websites.
“Australian shoppers are searching Woolworths online platforms for grocery products more than any other digital platform,” Tyquin explained.
“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.”
Tyquin added that Cartology is a way for brands to communicate with customers via in-store, digital, and social media channels.
“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,” he said.
“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.”
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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“ensure customers are better connected to the brands they love”
My new years resolution to become more connected to those brands around me that I love has come true! Thank-you Woolworths.
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This.
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Agreed. Tragic guff like “ensure customers are better connected to the brands they love” (and its MANY siblings espoused by a host of marcomms disciplines) continue to do marketing no favors in the c-suite. Far more powerful to simply call it what it is: an OOH digital billboard (video capable) now located in-store, and therefore pretty much the ideal last-ten-yards purchase reminder POS material a FMCG marketer could ask for as part of their marketing arsenal to grow sales and profit. You’re welcome.
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What about simply saying ‘…..for FMCG marketers we will be the last words consumers will either see or hear prior to making their all important buying decisions…..’
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Another player in the retail media space, really interesting however, given their relationship with Quantium. Would they be time, day, location parted? Day time target mums and dads, evening young professionals? OR would I be walking down the dog food isle and see PAL ads…
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Is no one talking about the cameras built into these screens that can collect customer demographic metadata without consent?
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