Woolworths' retail media unit Cartology expands its offering

Chris Pash
By Chris Pash | 10 November 2020
Mike Tyquin

Cartology, the Woolworths' retail media business, after just over a year of operation, is expanding its offering with enhanced personalisation, audience activation and advanced attribution.

The offerings coming for 2021 were announced today at a trade event profiling the business’ scaled physical and
digital retail media footprint in its first year of operation.

Cartology has recently been building an agency sales team headed by Jessica Hunter, formerly commercial director at the Daily Mail Australia, who was appointed in June. 

"The journey for us in he last 12 months has been predominantly working with brands directly," Mike Tyquin, Cartology's managing director, told AdNews

"We (Woolworths) have a very long and storied relationship with literally thousands of FMCG and drinks brands across Australia and New Zealand.

"It's pretty early days for us in the agency market, but we're really encouraged by the response we've had so far."

From the first quarter next year, Cartology will offer brands additional personalisation opportunities across its digital assets on desktop and mobile, including the Everyday Rewards app.

The offer extends the precision personalisation capability currently within Everyday Rewards to one-to-one emails, to better engage customers when shopping.

Cartology says increasing personalisation across multiple channels is expected to deliver greater, more meaningful impact.

From February next year, Cartology will also expand its offering to encompass audience activation under a revised partnership with Quantium.

The move will see Woolworths' media activation capability come back in-house to deliver a more tailored and seamless end-to-end experience for its retail media clients.

Cartology’s audience activation services will use Quantium’s analysis platform and insights to provide brands with a highly informed view of their audiences to build more meaningful connections with customers.

And Cartology’s Advanced Attribution product will launch early next year to create greater accountability and accuracy of measurement and enable more precise, data led campaign planning.

Multi-touchpoint analysis and real-time performance data connecting in-store and online channels will significantly increase visibility of campaign impact.

"The results we’ve achieved for brands over the last year have reinforced that customers should absolutely remain at the centre of our shared ambition," says Tyquin.

“We’re excited about the new offerings set to launch early next year because we know they will offer greater strategic direction for campaigns, based all around the customer.

“It’s our unique proximity to and relationship with customers that allows us to drive sales overnight and customers over time for our brand partners.”

Cartology has a network of 975 digital screens across Woolworths supermarkets plus 228 screens across Dan Murphy’s nationally.

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