Cartifacts_Issue-11

cartifacts 11TH EDITION

Cartology's

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

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Love is in the air!

In Cartifacts edition 11 we celebrate Valentine’s Day and love, in all its forms.

What’s your love language? Flowers?

Chocolates? Or a heartfelt card? We know customers are looking for inspiration around new and inclusive ways to show love this Valentine’s Day. Whether it’s romantic, a declaration of friendship or some indulgent me-time, it’s all about LOVE! Speaking of loved ones, Cartology has welcomed Metro to the family with over 90 premium Metro stores, and we’re excited to introduce a brand new retail media offering for customers.

squeezing household budgets, Cartology’s Nancy Veart takes a look at the importance of value to today’s customer, and the shopping behaviours they’re changing to help weather the storm.

You’ll find industry news, reporting updates, case study insights and more in this edition that we just know you will LOVE. Until we meet again.

Team Cartology

Customers are at the heart of everything we do. With the global economic downturn

The New Now

Easy. Local. Fresh Connect with hard to reach shoppers

W

hen customers are on the move, curated, ultra convenience is key. For a quick essentials top-up shop or fresh ingredients for dinner tonight, customers are increasingly seeking an easy way to get what

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they need through retail experiences like their local Woolworths Metro.

Now, Cartology has partnered with Metro to connect with these busy, hard to reach customers.

The new network of full-

motion digital screens across Metro supermarkets will reach high value Woolworths customer segments in those moments that matter most.

Meet you at Metro Through Cartology, brands will now be able to reach Metro customers across more than 90 premium physical stores along Australia’s eastern seaboard, influencing over 3.9M monthly transactions in the moments that matter most.

Metro is valued by customers both in-store and online, as it makes it easy for customers to find new, flexible and faster ways to shop. And while ultra convenience is key, Metro customers know they won’t have to compromise on freshness or quality.

local suppliers and initiatives to deliver an offering that’s curated for convenience and mealtime inspiration.

With Cartology Screens in Woolworths Metro, brands have an additional touchpoint to reach customers across the Woolworths ecosystem.

Talk to Cartology to find out how we can help connect your brand to customers when and where they shop. n

Influence over 3.9M monthly transactions in the moments that matter most.

Community focus With local communities at heart, Metro offers a premium shopping experience that curates experiences in both city and neighbourhood environments. Metro’s care for local communities comes through with their range of fresh food and essentials, championing Source: Woolworths Metro Customer Value Proposition Testing December 2020

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Today's customers and the importance of value As budget-conscious customers seek value, brands must turn up to land a place in the basket says Nancy Veart, General Manager, Client Partnerships and Sales

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s we venture into 2023, daily life looks familiar once more.

But even as the pandemic winds down, aftershocks continue to be felt in the global economy.

Around the world, consumers are changing their shopping behaviours in the face of this somewhat gloomy economic outlook and value is top of mind. As a mother of three, like many others I understand the sheer importance of value when it comes to my weekly shop. Cue the

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importance of retail media.

Value is top of mind A study from global consulting firm, Boston Consulting Group, reports that 70 per cent of customers are looking for deals and promotions more often1.

Customers are trying to save by cooking at home with almost one in two1 saying they dine in at sit-down restaurants less.

When compared to Australia, as increasing cost of living factors continue to

tighten household budgets, customers have become more price sensitive and the importance of value has risen2. Concurrently, a recent survey of grocery buyers saw 43 per cent of customers claiming to buy products on special in response to rising food costs, and these same customers stocked up when products went on promotion3.

Strategic shopping saves With mounting pressure to make budgets go further, customers are turning to

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online shopping to manage the cost of their shop², with online offering customers the opportunity to research and compare brands, products and prices before completing their purchase or setting foot in-store.

As the number of customers shopping online increased 3.4 per cent, instore visitation still remains critical for shoppers, with an average of 5.7 visits per customer, per month8.

For customers, the decision to purchase involves more than saving dollars and cents. While price perception is undeniably important, two thirds of value perception still comes from other factors such as freshness, health and sustainability3.

Rewards and loyalty it’s personal Engagement with rewards programs bring even more value into the shopping

experience, helping brands to give customers greater value.

“Everyday Rewards is the best-rated rewards program with the most satisfied customers.⁶” Customers are looking for personalised offers they can use now, while simultaneously earning rewards for later, with 20 per cent increasing their engagement with loyalty and rewards programs as a result of rising prices4.

For brands, the instinct is typically to pull back on ad spend, but we know the importance of continued advertising through a downturn to be the brand that remains top of mind in key moments.

Through retail media, brands have myriad opportunities to show up in the customer journey from sofa to shelf, with targeted campaigns that minimise media wastage.

Get in touch with Cartology to find out more. n

Keep on the customer journey, don’t go quiet Walking beside customers as they browse, discover and purchase is increasingly important, even through a downturn. For me, it’s brands that stand out that will be top of mind and prompt purchase.

“The best marketers will be upping, not cutting, their budgets⁷.”

- MARK RITSON Source list: 1. BCG Recessionary Behaviour Consumer Sentiment Survey, August 2022 (n=2,041 for US, n=2,146 for UK, n=2,504 for France, n=2,571 fro Germany; unweighted) 2. Woolworths Group Insights 2022 3. Refreshed Brand Tracker Survey, House of Brand.Driver analysis: Total base n=10,620 (Oct 21-Mar 22); Qualtrics Consumer Pulse N=1013 (Fieldwork: 2nd May- 5th May)N=1021 (Fieldwork: 1st June- 7th June); Qualtrics Consumer Pulse N=1017 (Fieldwork: 1st August- 8th August) 4.Refreshed Brand Tracker Survey, House of Brand.Driver analysis: Total base n=10,620 (Oct 21-Mar 22); Qualtrics Consumer Pulse N=1013 (Fieldwork: 2nd May- 5th May)N=1021 (Fieldwork: 1st June- 7th June); Qualtrics Consumer Pulse N=1017 (Fieldwork: 1st August- 8th August) 6. https://www.canstarblue.com.au/family-gifts/reward-programs 7. This extract is repurposed from Ritson’s column ‘The best marketers will be upping, not cutting, their budgets’ in Marketing Week, originally published on 6 April 2020. 8. Woolworths Transaction Data 26/10/2022 - 24/01/2023 vs. 27/07/2022 - 25/10/2022 (pre period)

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improvements, we can now benchmark campaign performance.

Cartology reporting 2.0 New look, new insight Cartology reporting is improving

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eporting is an integral part of Cartology’s client offering, as we strive to close the loop to deliver transparency, proof of campaign effectiveness and ROI. As an evolving media business, we have room to learn, grow and enhance our capabilities and deliverables, to meet our clients’ needs and drive the best customer outcomes.

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What’s new?

Changes to reporting timings Driving sales overnight and customers over time is important to us and through reporting 2.0, we can share a full picture of Cartology campaign impact with reporting durations extending to provide a maximum view of eight weeks campaign activity, with up to four weeks pre-and post campaign. This is a change from the precampaign performance only that was previously available. With these

I nsightful metrics Metrics have been refined to paint a more comprehensive understanding of campaign performance for our clients, making it easier to understand campaign performance and the results that the media investment drove.

Paired with the changes to reporting timings, we have a more detailed view to ascertain real customer impact.

As our business and industry continues to grow, we will continue to look for new ways to innovate and improve to enhance our clients' experience.

The latest iteration of Cartology reporting features enhancements, to ensure we continue to prove real effectiveness and give our clients a more comprehensive understanding of campaign performance. n

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Join us at

Discover the real impact of retail media at the RE:Made summit.

PROUDLY SPOSORED BY

Hear from Cartology’s Mike Tyquin and Vandita Pandey from PepsiCo, as they unpack the evolution of retail media, the customer experience and how brands are structuring for retail media success.

2 March 2023, 1pm-7pm.

Teachers Federation Australia, Surry Hills.

FOR OUR CARTIFACTS READERS You can save 30% when you register with the code CARTOLOGY_INVITE

Visit https://www.remade.net.au/ 7

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Be My Valentine?

Customers have love to share this Valentine’s Day

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ove comes in many forms and Australians are increasingly embracing Valentine’s Day on 14 February as an opportunity to show they care.

As a day to celebrate love of every kind, customers are looking for new, inclusive ways to say ‘I love you’.

Couples are seeking romantic inspiration, singles want to treat their friends and enjoy some me-time and Galentine’s celebrates

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female friendships and sisterhood.

Love to love you Aussies love to shower their loved ones with affection around Valentine’s Day. Some exchange gifts, while others plan and cook special meals or surprise their loved one with sweet treats and flowers.

Flowers and chocolates are blooming popular amongst Woolworths' customers, with the highest

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sales during the week of Valentine's Day going to flowers with a +382 per cent increase, and confectionery gifts with a +65 per cent increase1.

BIG W customers are big on love too, with sales of confectionary gifts, cards and wrap, books and candles increasing around Valentine's Day. Whether it’s a gift for a sweetheart or a gift-toself, there’s no doubt it’s a moment that matters to customers. After all, what’s not to love about love? n

At Woolworths, customers are spending a generous $111 on average on their gifts2.

TREATS FOR SWEETS

+7%

sales increase in cheese entertaining1

+13%

sales increase in fresh raspberries1

+14%

sales increase in ice cream1

Source: 1. Woolworths Quantium Data 9/2/22 - 15/2/22 vs Pre-Period (2/2/22 - 8/2/22) 2: Roy Morgan Valentine’s Day Feb 2022; Woolworths Customer Immersion Jan-Feb 2023

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Getting to know...

Emily Jones After a stint at dunnhumby in the UK, it was a no-brainer for Emily to join the Cartology team on her return to Australia.

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Tell us about your role at Cartology?

I lead the Personal & Household Care team at Cartology, and have the privilege of working with our client partners to bring their campaigns to life across our entire sofa-to-shelf media offering.

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

The acceleration of retail media in the Australian market is really exciting.

The point of difference for retail media is the access to first party data, to not only inform media recommendations, but to be able to review what the campaign delivered in sales and customer experience.

This data, partnered with

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our ever expanding media solutions, is something brands are getting really excited about to help them reach the right customer, at the right time, with the right message on the right channel.

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Where and how have you seen retail media work well for clients?

It works well when everything starts and ends with the customer and we have clarity on the business objective for the campaign from the initial brief.

There is no silver bullet from a channel perspective and whilst we encourage amplifying in key moments, my advice to clients is to plan holistically including post campaign activity.

If the objective is to drive

penetration, then how will you retain these customers and drive repeat purchase? With the data we have available to us at Cartology, retargeting customers with a reminder and even an incentive to buy again is something that ensures you achieve those customers over time.

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Best career advice you’ve been given?

Be curious and don’t be afraid to ask questions. n

(logo1) Always on my list ✔ Diet Coke ✔ Mangoes

(in summer)

✔ Plantein

schnitzels

✔ Eggs

✔ Avocados

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

click to read

1 Breaking records: How smarter retail

media planning helped Goodman Fielder break measurement success records, sell more and boost recycling initiatives.

2 R etail media networks are the next big advertising channel

3 R etailer media race heats up as Cartology rolls out Metro store screens

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Ad

pa

o o d g c y am r i a

ign Helping Australians discover the benefits of yoghurt

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ustralians are feeling greater motivation for healthier options and accessible, affordable products.

Leading brands came together under the Woolworths ‘Making Healthier Easier’ pillar to educate customers on the benefits of yoghurt and inspire

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them with exciting new culinary opportunities. The campaign would educate, attract new customers and grow existing customers.

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Solution

Finding healthier, accessible product options became easier for customers as Cartology’s campaign strategy for ‘Discover the Benefits of Yoghurt’ was embedded in education and engagement.

The fully integrated, omnichannel campaign took shoppers on an engaging journey of recipe inspiration while deepening their relationship with participating brands.

This was achieved through the category’s first ever integration into the Making Healthier Easier template, amplifying healthier eating choices along the customer journey.

Together with Cartology, participating brands created assets to formulate an integrated, through the line campaign with a consistent look as shoppers were captured pre, during and postcampaign. n

RESULTS Across the supporting brands, the campaign achieved an average of

25%

new-to-brand customers (v pre-period)

Source: Woolworths transaction data (17/08/2022 13/09/2022) vs pre period.

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