Cartifacts_Issue_09

cartifacts NINTH EDITION

Cartology's

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

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CARTIFACTS

Hi there reader,

In our ninth edition of Cartifacts, we’ve got fantastic content to share with you.

Retail media is getting serious traction in-market, so we've spoken to Vandita Pandey from PepsiCo ANZ and Omnicom Media Group's Julia Amouyal and Simon Odisho to tap into the important role it plays within their organisations as retail media continues on its trajectory.

We dive into the blue with the exciting new Cartology and BIG W retail media partnership and the BIG opportunity it presents for brands, and we also get to know the new head of client partnerships and sales for BIG W, Sophie Hicks-Lloyd.

This winter has been a doozy for coughs, colds and COVID. In line with this unfortunate trend, we take a look at the sneezin’ season and how customers are behaving and shopping with immunity boosting activity top of mind.

That said, take care of yourself and your loved ones out there.

Until next time,

Cartology

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“This campaign allowed us to bring the Nando’s brand to life for Woolworths’ customers.

We targeted customers pre-shop with inspiring recipe content - this ensured the Nando’s brand was top of mind for shoppers once in-store, which is reflected in the sales uplift we saw over the campaign period.”

Laurence Morris, Managing Director, Nando’s Peri-Peri Australia

Bring the Zing Nando’s Cartology campaign with kick.

PHOTOGRAPHY COURTESY OF SHUTTERSPPED/ISTOCK

Aussie cooks are turning up the heat at home with the famous flavours of Nando’s.

From mild to wild, Nando’s range of Peri-Peri sauces inspired fans of their takeaway flavours to splash, drizzle and spice up their homemade meals.

Getting new to brand customers and existing customers fired up to enjoy the Nando’s flavours they love at home was key to the campaign’s success.

Content-led solutions Cartology created an

omnichannel, contentled campaign for Nando’s to inspire shoppers to experience the Nando’s range of at-home products in fresh new ways.

Recipe inspiration was key.

Eye-catching creative at key points along the path to purchase, including a recipe advertorial in Fresh Ideas magazine, a social stop-motion video recipe driver and front of store digital screens engaged on-target shoppers as they entered stores ensuring Nando’s was top of mind. n

Hot results!

Nando’s campaign packed a punch, delivering an impressive:

27% sales uplift

21%

customer uplift

70%

new to brand customers

13%

repeat purchasers (13 weeks post campaign)

(during campaign)

Looking for creative ways to fire up your brand? Talk to Cartology.

Source: Woolworths Transaction Data Focus Period: 28/07/2021-28/09/2021 (9 Weeks) vs. Pre Period: 29/07/2020-29/09/2020 (Last Year); Cartology Post Campaign Reporting

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CARTIFACTS

The role of retail media with

PepsiCo and Omnicom Media Group

Retail media has firmly secured its place as an integral piece in the FMCG marketing puzzle according to guest contributors Vandita Pandey, Head of Marketing for PepsiCo ANZ, Julia Amouyal, Group Business Director and Simon Odisho, Planning Director of TRIO powered by OMG.

Vandita Pandey, Head of Marketing ANZ PepsiCo

Julia Amouyal, Group Business Director TRIO powered by OMG

Simon Odisho, Planning Director TRIO powered by OMG

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What excites you about the opportunities for brands in retail media?

Vandita: As consumers spend more time online, shop more frequently online, and expect more personalisation, we see a lot of value in retail media.

Retail media offers access to robust and scaled 1P data, and rich insights on specific and relevant clusters for each brand or campaign, which can be used to reach consumers and shoppers both on and off platform with personalised and contextually relevant messaging, helping to deliver across our objectives with strong ROI’s.

Julia and Simon: A key opportunity for brands investing in retail media is the richness of insights provided, allowing us to get a deeper understanding of customers and their behaviours. Our clients are looking for that level of

detail so it is important to better understand what retail media can offer.

For us, those insights are essential to deliver better planning responses, tailoring our channels to support each other optimally and actioning plans that capture audience nuances further down the funnel.

Where does retail media sit in your strategy?

Vandita: Retail media is now fully integrated into our broader media strategy and is reflected in most of our media plans. We would prefer to invest in retail media as long as the ROI is comparable or better than more traditional media investments (digital, open web). We work closely with our retail media partners to build out a robust set of KPI’s and measurements that help to drive the best effectiveness and efficiency.

PHOTOGRAPHY COURTESY OF ISTOCK

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Changing customer behaviour is a key driving force behind retail media.

How has marketing and media planning changed in response?

Vandita: We have made several changes in our marketing and media approach as a result, including: • More digital in our mix.

• More investment through retail media networks both on and off platform – that includes investing directly through them as a managed service and/or leveraging their audience data to more effectively target consumers and shoppers.

• More personalised and contextually relevant

communication and messaging.

Julia and Simon: Personalisation is one of the ways we are looking to deliver the right comms to the relevant customer with the intention to build awareness and consideration of the product that aligns most to that consumer and their browsing occasion.

It has been important to work with partners to track and understand the success of the metrics, particularly on comms that have the applied customer segments.

This allows us to optimise our creative strategies and align to the segments driving the most success for

our individual brands.

What are your biggest priorities in the next 12 months?

Vandita: To build an internal data strategy and data spine that can efficiently and effectively reach our consumers and shoppers online. As a part of this strategy, we will assess where/how best to personalise communication, offers and more using the data and insights to maximise impact of our investments. n

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CARTIFACTS

It’s sneezin’ season Time to tackle those winter coughs and colds.

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old and flu season is in full swing, but customers aren’t taking it lying down.

Instead, they’re taking steps to improve their immunity and find the right solution for when a cold strikes or their allergies flare up.

Prevention vs cure We know that 63 per cent of Australians are concerned about their immune system health, while 83 per cent feel they should be doing more to boost their immunity1.

The pandemic has created an increased interest in immunity boosting products, with customers increasingly looking to vitamins and supplements to help with modern lifestyle concerns such as stress and sleep.

Customers say they are now more invested in a

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healthier lifestyle compared to their pre-pandemic behaviours. There is also a growing interest in organic, plant-based products as customers become more aware of natural ingredients and environmental concerns.

Taking health to heart Woolworths’ customers take a proactive approach when they’re under the weather.

Over the autumn/winter period of 2021, Woolworths saw a 22 per cent sales increase in sport nutrition4, a +10 per cent increase in

CARTIFACTS

deli convenience soups5 and health foods6, in addition to a 180 per cent sales increase in healthy drinking chocolate5.

Chief Health Officer at healthylife, Simone Austin shares that from the 2022 Living Healthy Report, 46 per cent of Australians were thinking about their immune health more than prepandemic.

“A healthy diet, moving your body and looking after your mental wellness are all key to a healthy immune system.

Our basket data in the Living Healthy Report shows that we have room as a nation to improve on our diet including eating more fruit and vegetables. Those vitamins

and minerals can support your immune system,” says Simone.

Whether planning ahead, or treating a stuffy head, shoppers are serious about their health. Grocery shopping is an omnichannel experience, and with 96 per cent of Australian households shopping with Woolworths, retail media ensures brands are reaching customers where and how they choose to shop.

Cartology provides brands with multiple retail advertising opportunities to influence decisions with highly recalled, impactful campaigns in the moments that matter most. n

83%

of Australians feel they should be doing more to boost their immunity1.

PHOTOGRAPHY COURTESY OF ISTOCK

"Did you know...

that nutrition plays a role in your overall immune health? Eating all the colours of the rainbow, with a diet rich in nourishing fruit and vegetables can help support immune health. Add in garlic, onion, turmeric and ginger for extra benefits, and look after your gut with fermented foods and foods rich in prebiotics (such as wholefoods and fibre) to help support the health of your immune system.”

Sarah Gray, General Manager, Health and Nutrition, healthylife.

Sources: 1. PureProfile Survey 2021, Unleashed Key trends on the vitamin and supplement industry 2021 report, Roy Morgan Single Source Australia Oct 2018Sep 2019, NutraScience Labs 8 important mineral and vitamin industry trends to watch in 2021 Apr 2021 2. PureProfile Survey 2021, Unleashed Key trends on the vitamin and supplement industry 2021 report, Roy Morgan Single Source Australia Oct 2018-Sep 2019, NutraScience Labs 8 important mineral and vitamin industry trends to watch in 2021 Apr 2021 3. PureProfile Survey 2021, Unleashed Key trends on the vitamin and supplement industry 2021 report, Roy Morgan Single Source Australia Oct 2018-Sep 2019, NutraScience Labs 8 important mineral and vitamin industry trends to watch in 2021 Apr 2021 4. Source: Woolworths Quantium Data 02/06/2021 - 29/06/2021 vs. 03/06/2020 - 30/06/2020 5. Source: Woolworths Quantium Data 19/05/2021 - 17/08/2021 vs.

20/05/2020 - 18/08/2020 6. Source: Woolworths Quantium Data 02/06/2021 - 29/06/2021 vs. 03/06/2020 - 30/06/2020

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CARTIFACTS

Think BIG

Cartology and BIG W have BIG plans for customers and brands.

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artology and BIG W joining forces is an exciting new step in the evolution of retail media.

scale of BIG W, enables brands to connect with customers on their shopping journey.

shopping experience online and in-store.

Cartology provides customer-led media solutions for brands, powered by the Woolworths Group and driven by deep customer insights. With more than 13.5m Everyday Rewards members and 1m+ BIG W Inner Circle members, Cartology gets customers in a way no-one else can.

A bigger and better experience for customers and brands The partnership will elevate the customer’s journey at every stage with engaging retail media touchpoints to inform, inspire and drive purchase.

We are building new capabilities in closed-loop reporting for campaigns and expanding our suite of market-leading products to help our partners reach their customers along the path to purchase. In building our product ecosystem we’ve put our customers at the core, to deliver best in class marketing solutions for our partners across key stages on their path to purchase.

As one of Australia’s best known and loved brands, BIG W holds an enviable position with 170 stores nationwide, 2m in-store transactions every week and over 4.2m weekly visits online at BIGW.com.au.

PHOTOGRAPHY COURTESY OF SHUTTERSPEED

Together, it’s a partnership that delivers at scale.

Cartology’s ability to know how customers think, plan and shop, paired with the

For our clients it means unlocking new capabilities, deeper customer understanding, and more impactful and measurable BIG W advertising solutions to help brands grow.

A customer first product ecosystem Our omnichannel ecosystem is focussed on delivering an enhanced customer experience, offering information and inspiration throughout the BIG W

From our unmissable Front of Store Screens network and impactful POS in-store, to Cartology Promoted Products’ advanced search capabilities and engaging Digital Display on BIGW.com.au, Cartology meets BIG W customers at key points in their shopping journey. n

+21%

With BIG W eCommerce sales growing 21%1, it’s never been more important to make your brand stand out along the evolving omnichannel customer journey.¹

Get in touch with the team at Cartology to unlock something BIG. ¹Source: Woolworths Group Third Quarter Sales Results. Reported 3 May 2022. 2 Source: BIG W data 29.03.21 - 29.03.22

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CARTIFACTS

Getting to know...

Sophie Hicks-Lloyd Cartology and BIG W offer big opportunities for brands, says Head of Client Partnerships and Sales for BIG W, Sophie Hicks-Lloyd.

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Tell us about your role at Cartology?

Heading up the rollout of BIG W, I’m building a team of 12 to work with our colleagues in BIG W commercial and marketing to deliver the best possible brand and product solutions for our clients across instore and online BIG W touchpoints.

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What’s exciting about retail media for brands and partners?

It’s the growth we’re experiencing and the sizable opportunity this presents for brands.

Our unrivalled ability to understand the customer and their journey, as well as how and what they shop, is incredibly powerful in delivering effective retail media campaigns. It’s these customer-centric solutions based on real customer insight that sets us apart.

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What can brands expect from Cartology with BIG W in our ecosystem?

A new way of building their brand and product awareness within BIG W. We truly understand the BIG W customer mission and will offer new media formats and opportunities, paired with closedloop reporting, strategic guidance and customer insight to grow their brands in the moments that matter most. I think they are very ready to receive that.

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What’s the best career advice you’ve been given?

Just. Say. Yes. I believe in throwing your hat in the ring and seeing what you can learn. It’s the best way to get to know colleagues, learn other disciplines in your business and view different approaches. n

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click to read

(logo1)

Always on my shopping list ✔ McCo

Beauty Xtend Lash mascara

✔ McCo

Beauty Magic Brows

ILLUSTRATION COURTESY OF ISTOCK

(a game-changer if you over-plucked in the 90s)

✔ McVitties

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

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R etail media growth and the secret sauce

Dark Choc coated digestives

2 Up next in retail marketing:

(three boys in our house)

3W oolworths Group launched

✔ 3L

Milk - every shop

✔ Vanish

Gold Pre Stain removal spray (again, three boys!)

Meeting customers 'in the moment'

Woolworths at Work, grown for business

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CARTIFACTS

Meet the suite From browsing to buying, here’s how Cartology activates at scale along the path to purchase.

The customer journey is evolving and today’s omnichannel customers now shop wherever and however they choose.

For some, this means researching online and planning well before they go in-store, while for others it means choosing to shop online or in-store.

This increasingly hybrid shopping experience means brands need to show up and meet customers where they are to influence how they plan and shop. But how?

And where?

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With Cartologys end to end solutions, brands are able to reach customers inside and outside of the Woolworths ecosystem, through our suite of highly targeted, data-led retail media solutions.

From browsing through to buying, Cartology can activate at scale across the entire customer journey. We deliver highly efficient and contextually relevant campaigns at key touchpoints that ensure brands are top of mind for customers who are primed to purchase. n

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There are over 42 million product searches on Woolworths.com.au each month.

Source: Adobe Analytics, average monthly searches 06/07/20-04/07/21(web and app).

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