Woolworths Group's retail media business Cartology has introduced a unified planning strategy combining brand building and performance marketing.
The retail media units pitched the approach to almost 300 brands and agency partners at a roadshow last week.
The strategy focuses on the retail environment as a platform where mental and physical availability converge, connecting media from inspiration through to in-store and online purchase.
Research across more than 3,000 campaigns found full journey campaigns deliver twice the number of new customers and a 35% lift in average weekly sales, while new product launches with retail media support achieved 70% higher sales and 75% more customers.
"So often, brand and trade budgets are kept separate, often leading to a disjointed and often confusing experience for our customers on their journey through the messy middle of decision making," said Robbie Lawson, general manager commercial and strategic solutions at Cartology. "
"The best creative campaigns don't force a trade off between brand and conversion. They come together to do both."
Retail out-of-home was highlighted for driving penetration and delivering an average of 21% more new-to-brand sales and 54% more new-to-brand customers when aligned to a brand's promotional calendar.
"The commitment to a unified media approach represents a massive step forward, creating a clear opportunity for agencies like ours to seamlessly bring brand and performance planning together," said Melissa Hey, chief investment officer at WPP Media.
Cartology also outlined an innovation roadmap covering off-network partnerships, a self-serve platform and expanded measurement including incrementality testing.
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