Woolies launches media division Cartology, unveils new ad offering

Josh McDonnell
By Josh McDonnell | 23 July 2019
Cartology boss Mike Tyquin

Cartology, Woolworths Group’s new retail media business, has unveiled several new advertising products as the business rolls out across Australia.

The rollout of a national digital screen network across Woolworths Supermarkets and new performance tracking modelling to assess campaign effectiveness are two of the key products to be launched.

Recently appointed managing director, and former Adshel outdoor boss, Mike Tyquin says the business was excited to launch and provide clients with further innovative retail media in Australia to better connect customers to brands.

He says Cartology is a response to the "changing retail and media landscape" that both Woolworths and its supplier partners are trying to navigate.

"We have the ability to reach customers every day with personally relevant messages via our unique programs and our owned in-store, digital and social media channels," Tyquin says.

"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 exclusive opportunities for partners, including being a part of branded programs and multiple touchpoints across owned media channels, 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 positioned at the front of each supermarket and utililse dynamic technology - allowing relevant messaging to be adapted to a specific store and also updated quickly if required.

Another product 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, making it easier for customers to discover new and relevant products," Tyquin says.

“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.”

AdNews was previously told that the media buying and planning, which is currently run out of Dentsu Aegis Network's bespoke division, Woolies@DAN, will not be impacted by the launch of Cartology. 

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