Cartifacts_Issue_06

cartifacts SIXTH EDITION

Cartology's

must-read + The latest from research, insights and the retail media industry

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Welcome to the sixth edition of Cartifacts...

As we ease out of lockdowns and look forward to Christmas, our eyes remain firmly on customers.

I’m excited to share a sneak peek of our soon to be released Cartology Customer Playbook that tackles all you need to know about the evolving customer journey and omnichannel engagement.

We hear from Cartology’s Mark Mansour who lifts the lid on our new YouTube proposition. Von Ingram - Woolworths’ 2

Chief Customer Transformation Officer, also joins us for part two of her discussion, where she shares tips for brands looking to engage omnichannel customers.

All this and more.

I hope you enjoy our latest edition.

Jodie Koning

Head of Marketing and Insights

A unique collectible for a unique moment Woolworths customers love collectibles because they bring a little bit of joy to their shop and their families.

Through difficult times like these, sparking joy at home is important .

Bringing Woolworths Bricks to life also required a strong focus on education, taking the opportunity to educate families on the importance of sustainability, and the role that Woolworths has in a sustainably focussed future.

Participating Brands:

Bringing to life our most sustainable collectible yet Woolworths Bricks is our most sustainable collectible yet, giving new life to recycled products like goggles and luggage handles.

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PHOTOGRAPHY : COURTESY OF 55 KNOTTS/SHUTTERSPEED

oolworths Bricks have been designed to help Australian families use creativity and play to learn more about positive environmental choices, as they build their very own replica of a sustainable Woolworths supermarket.

Features include solar panels, free fruit for kids baskets, checkout registers, trolleys and more. You could even collect some of the products that you include in your Woolworths shop.

been made from at least 80% recycled materials including refrigerators, goggles and luggage handles - all certified

by Good Environmental Choice Australia (GECA).

Thank you... to all of our participating brands for being part of Woolworths Bricks.

Woolworths has again partnered with TerraCycle, allowing customers to drop preloved Woolworths Bricks to any Woolworths store to be recycled. Then they will serve a new purpose in the community as park benches and garden beds.

Build your own store Customers could collect Woolworths Bricks any way they shopped. There were 40 to collect and a bonus pack when purchasing products from participating brands. Shoppers scored one pack of Bricks for every $30 spent.

Building on sustainability Woolworths Bricks have 3

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t Cartology, we get customers in a way that no-one else can. We have a deep understanding of how they plan, shop and engage with brands. And we know where they’re looking for content to inform their everyday lives. As Australians increase their time watching YouTube content, with a high degree of active viewing, Now, Cartology has partnered with YouTube to create a brand new, highly efficient platform for FMCG brand to connect with an audience of 6.5 million potential customers every day.

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Cartology connects with YouTube Mark Mansour, Director of Client Partnerships and Sales, on Cartology's innovative new media offering.

Giving brands a front row seat Cartology and YouTube together can offer brands the best seat in the house.

With over 6.5 million Australians now watching YouTube, partnering with Cartology presents an exceptional new opportunity for FMCG brands to reach customers front and centre in their living rooms. Brands can gain incremental reach above and beyond their TV media plans, while

leveraging their existing TVC assets.

Strength in numbers Together, Cartology and YouTube offer one of the most efficient video media buys in-market for FMCG advertisers, opening up a world of opportunities for advertisers beyond the retail environment to engage verified FMCG consumers.

The customer journey is evolving into a hybrid, omnichannel experience.

For some, their journey will

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Woolworths’ customer insights - only available through Cartology.

PHOTOGRAPHY : COURTESY OF I-STOCK.COM/ IAN LANGLEY

YouTube can now be integrated into omnichannel campaigns across the Woolworths Group’s ecosystems and off-network channels run via Cartology as a standalone campaign. This unlocks customer targeting in the pre and post shop phase which is absolutely critical when brands are planning their media spend.

continue in-store only, but for an increasing cohort of customers, this means research and planning online before heading in-store, and for others it means entirely planning and buying online.

Increasingly, FMCG brands are looking to engage customers throughout their entire shopping journey, both on and off our network.

Cartology ultimately provides brands with accurate targeting

capabilities to eliminate the guesswork.

Not only that, we can measure the sales generated from the media activated against those audiences.

It’s a brand new way to create successful, targeted campaigns and we’re looking forward to once again delivering innovative media solutions to our partners.

The right audience at the right time It’s a proposition designed with the shopper in mind, helping brands reach the right audience at the right time, informed by 5

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el

nn a h c i n Om

Cartology Customer Playbook COMING MID-NOVEMBER

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YOUR DEFINITIVE GUIDE

to unlocking customer powered growth We’ve never seen a more transformational time in terms of cultural and customer disruption.

The customer journey has changed drastically and omnichannel is the new normal. Customers can now purchase whenever and wherever they want.

What's the play?

Partnering with The Lab, we set out to better understand customers through a multidisciplinary research program, unlocking the evolving omnichannel customer journey and exactly what this means for marketers in a customer-led world.

PHOTOGRAPHY: COURTESY OF STOCK.COM

The Cartology Customer Playbook unpacks our latest flagship customer research with a series of actionable marketing plays to unlock customer-powered growth.

Qualitative exploration

Real customer insight

Qualitative validation

World class proprietary data

10-day behavioural diaries with a diverse group of customers

2.5 hour co-creation group discussion with Woolworths customers

1,000 interviews with a broad sample of real customers

Further evidenced by Woolworths' customer insight

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Getting to know...

Matt Gower For Matt Gower, Cartology’s Senior Research and Insights Manager, ‘We Get Customers’ isn’t just a promise, it’s his mission.

Tell us about your role at Cartology?

I lead a research team who unlock the many ways in which we can better understand our customers. By bringing together our first-party data, our proprietary research capabilities, and the thought leadership we develop with our research partners, we understand who our customers are, why they shop, what they buy 8

and importantly, how they connect to retail media.

Our aim is to prove the Cartology promise, ‘We Get Customers’ and to enable our commercial teams to develop insight-led partnerships with our clients.

As part of the Woolworths Group, the research and insights capabilities available to us are incredible.

What’s exciting for brands who partner with Cartology?

What sets Cartology apart is our true omnichannel solution. Our media ecosystem intersects the

online/offline retail customer journey, which is unique in this market.

As FMCG brands get to grips with rapid digitisation and the fundamental shifts in customer behaviour from the last 18 months, Cartology can provide optimised retail media solutions that respond to these shifts, while also demonstrating proof of sale.

Cartology is releasing a Customer Playbook.

What is it and why now?

We set out to provide our clients with something useful. It answers questions such as: ‘How do I master the discovery of my brand online?’ ‘How do I stand out

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PHOTOGRAPHY: COURTESY OF ANTHONY GATTARI /I-STOCK.COM/ ARX0NT/ PEOPLEIMAGES

in-store?’, and ‘What is the optimal mix of physical and digital touchpoints to elicit a sale?’

new ways to fulfil their shopping needs.

Given the last 18 months, there has never been a more important time to understand the changes in customer behaviour, and to assess the impact of these changes on the retail customer journey.

What was fascinating was how the benefits of the instore experience translates online. Customers still enjoy the theatre of instore: choosing their fresh produce, in-store promotions, trying something new and interacting with staff.

From the Playbook, were there any takeouts that surprised you?

Through the research, we heard firsthand from customers how their retail experiences have been impacted by the pandemic, how they have had to adapt to digitisation, and learn

These aspects endure and, while online offers greater perceived efficiency, the key to its growth is that it cannot become a reductive experience. Together with our clients, we need to think about how to bring some of the theatre of the in-store experience online.

Always on my shopping list Toby’s quick oats

✔ Woolworths

gluten-free bagels

✔ Pink ✔

Lady apples

oolworths white W chocolate and cranberry cookies (My guilty pleasure!)

click to read

Check out the latest news and global trends from the retail industry.

1 Prepping for 2021's

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✔ Uncle

Industry insider

✔ Macro

frozen blueberries

peak season: How retailers can stand out at this year's crowded table

2 W oolworths launches Everyday Market nationwide to help meet more of Australia's everyday needs online

3 The heartwarming

way Woolworths Bricks are helping kids

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Customers take the lead

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hen we last caught up with Von Ingram, we simply couldn’t squeeze all the great information she gave us into one article. This time, she shares her top tips for brands looking to engage connected customers and the pandemic-accelerated behaviours that are here to stay.

A steadfast eye on customers has been a critical part of Woolworths’ ethos.

In her role as Woolworths Chief Customer Transformation Officer, Von Ingram tracks and studies customer trends and helps evolve the business in an

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agile way to meet customer needs. If anyone knows what customers want, it’s Ingram. She says there are four evolving customer expectations that will stick, even as we inch towards having a largely vaccinated population:

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The rise and rise of (ultra) convenience.

This includes ecommerce services, a range of subscriptions such as delivery, and ‘marketplaces’ that will deliver customers hyper personalised ranges.

“It’s not just about getting (shopping) to my door when I want it, it’s about faster and faster

– same day or in the next hour. Convenience has really exploded,” she says.

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Health and ‘good for me’.

With more people spending time at home and preparing their own meals, awareness of what they are eating is heightened. “It’s not just health but affordable health, because every family wants to feed their children good food but they see an inspiration and an affordability hurdle – so we

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bring easy and affordable inspiration to our customers in health, which is really important,” Ingram says.

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Good for me and the planet.

Less packaging, more sustainable choices in every category and more alternative protein products have amplified and accelerated among Woolworths customers.

“Customers are really looking to businesses like Woolworths and our suppliers to help them navigate more sustainable choices,” Ingram said.

PHOTOGRAPHY : COURTESY OF I-STOCK

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Care for the community.

“One of the things we’ve been very conscious of during the pandemic is when people come into stores and when they see our delivery drivers at their doors, they may be the only face to face interaction they’ve had that day. How important our stores are to the communities they serve is really critical,” Ingram said.

With the customer now firmly in control of their shopping experience, harnessing these trends and finding and engaging shoppers where they are is key for FMCG brands.

Top tips for brands Brands in Woolworths stores have embraced these customer behavioural trends and responded to appeal to shoppers. Ingram shares her top tips for brands to navigate these new behaviours: TIP # 1 Engagement is key.

Customers are engaging with Woolworths across more channels than they have before. “Thinking about the way our suppliers engage with us.

To engage our customers in different channels is incredibly important because customers are interacting in very different ways and across multiple channels,” she said.

TIP #2 Make it easy.

Customers are looking for products that are good for them, good for the planet and they are looking to industry leaders to deliver on their needs. “[This manifests] in multiple ways – what they put in their body, on their body, how products are packaged.

Everyone looks to us as an industry, it’s up to retail and FMCG companies to make that happen because people are worried about the world they are creating for their children,” Ingram said.

TIP #3 Customers are looking for value.

Every customer is different and impacted differently by the pandemic, which makes one to one offers very appealing. “This is now more around how we help each customer get value - and not necessarily just about ‘here’s what’s in the catalogue’ - because [customers] want you to give them a product that’s relevant to them and their lives,” Ingram said.

Cartifact Sales in cheese entertainment through the festive season last year increased 73% *

Get in touch PHOTOGRAPHY : COURTESY OF I-STOCK/ LIGHTFIELDSTUDIOS

Talk to us about our unique, customer-focused media solutions Contact your Cartology representative for more information

Source: Woolworths Quantium Data 04/11/20 - 26/-01/21 vs. last year (06/11/19 - 28/01/20)

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