Cartifacts_12th edition

cartifacts 12TH EDITION

Winter

Cartology's

must-read

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

issue

CARTIFACTS

Welcome to the 12th edition of

Cartifacts

There’s a chill in the air... and it is (n)ice to feel it.

We’re welcoming a new season with health and immunity in mind. The new Living Healthy 2023 report is back with a pulse check on Australians’ health and wellness and we’re unpacking some of the factors that are influencing the way customers eat, move and live.

2

As the season changes we’re seeing customer behaviours change too, as customers make over 30.7m cold and flu transactions, getting ready to fight off those winter lurgies.

Digital is also experiencing a breeze of change as it increasingly becomes the first of several stops on the

connected customer journey.

But what does this mean for brands? In this edition, we take a deep-dive into digital and the exciting new solutions Cartology has to offer as we respond to customers.

Customer insights, trends, updates, case studies and more, all bundled up inside for a cosy read.

Enjoy.

The Cartology Team

NEW NOW

We’re expanding our digital retail media solutions

T

oday’s customer is more digitally connected than ever, embracing online convenience and ease at their fingertips.

In step with the growth of mobile connectivity, Cartology has expanded its digital touchpoints in the Woolworths app and reimagined our Branded Shop product. This better meets customer needs and creates new opportunities for brands to engage customers along the connected customer journey.

Woolworths App The Woolworths app puts brands into customers’ hands, accounting for around 40 per cent of total weekly online visits1. Customers who use the Woolworths app overindex for list usage, recipes for meal planning and inspiration and checking out2 because lists are prominently

positioned, leading to a more personalised shopping experience for customers.

So, what’s been app-graded?

Brands can now show up in-app with new Cartology solutions that extend existing contextual targeting capabilities to cover desktop, mobile, and app in the one campaign. Display inventory is now available across recipe search, aisle and category [products] in-app.

Branded Shop 3.0 Together with WooliesX we’ve also refreshed Branded Shop to create a customer and brand-centric experience that’s both measurable and reportable.

Offering brands creative flexibility for customisation, the refreshed structure also

includes a dedicated eComm page, organic navigation for greater discovery and new mobilefirst design, offering an enhanced, scalable experience on any device for customers and clients.

For brands, these enhancements to Cartology’s digital retail media solutions present an unmissable opportunity to show up for customers when they’re actively shopping, to choose and checkout. n Want to know more?

Talk to Cartology.

Source: 1.Adobe Analytics, uniques and traffic by platform last 3x months vs STLY, Woolworths Group F23 H2 report 2. Adobe Analytics, uniques and traffic by platform last 3x months vs STLY, Woolworths Group F23 H2 report, ROBIS Woolworths Transaction Data (ROBIS, DIS) April 2023.dobe Analytics (web & app) July 2020 - June 2021 vs. July 2021 - June 2022 (YoY); Woolworths Group Q3 results 2023.

3

CARTIFACTS

The customer journey is ‘always-on’ Digital is now the first-stop shop on the connected customer journey.

A

new normal has emerged in the way customers shop, with the customer journey now a digitally-informed experience from the very start.

Digital first

Accelerated first by COVID and more recently by the rising cost of living, customers have integrated the digital-first behaviours they developed during the pandemic into their

current shopping routines.

As a result, digital is quickly becoming customers’ first destination in their customer journey, regardless of how they ultimately transact.

Whether end-to-end grocery buying, researching online to buy in-store, creating a list on their app (Woolworths’ functionality allows users to save lists of essentials to instantly add-to-cart) or boosting loyalty offers, we

are seeing more customers than ever engaging weekly through online platforms.

It’s a behaviour that’s clearly here to stay.

Research online and buy in-store

There’s a reason we keep talking about the omnichannel customer journey. With multiple touchpoints along the way, it’s a multi-sensory and multifunctional experience for customers. Online is a crucial early step in the shopping journey to reach customers when they are in discovery mode and looking for inspiration before transacting.

We know that 52 per cent of customers research online and buy in-store within four days1.

New navigation capabilities, improved search and recipe filtering has seen a 16.7 per cent increase in shopping list users, and an 8.6 per cent increase in Catalogue users2.

With constant development and improvement being

4

undertaken in web and app functionality to create even greater convenience and more personalised experiences for shoppers, this can only be expected to increase further over time.

Digital keeps budgets in check

The efficiency and convenience digital offers customers is undiminished, but now digital engagement is also booming as an essential resource for customers seeking value and choice.

With rising living costs increasing pressure on family budgets, customers are being forced to make more considered choices about

what makes it into the basket.

One in four customers are shopping online to manage their budget and monitor the cost of their shop and items.

Further to this, ‘Specials’ sections have seen a user base increase of +60 per cent3 in the last calendar year.

Shopping isn’t here nor there; it’s everywhere.

Today, it’s always-on. Digital has evolved from a convenient option to an essential daily resource. From the sofa to the store, customers can now shop whenever and wherever they are, with digital the first of several destinations they will encounter along the connected customer journey. n

Source: 1. Woolworths transaction data (ROBIS) Feb 203. Of all customers who visited the website in February, 52% bought in store within the next 4 days. 2.Woolworths Group half year results 2023. Analyst presentation.4.Adobe Analytics, uniques and traffic by platform last 3x months vs STLY, Woolworths Group F23 H2 report, ROBIS Woolworths Transaction Data (ROBIS, DIS) April 2023.Adobe Analytics (web & app) July 2020 - June 2021 vs. July 2021 - June 2022 (YoY); Woolworths Group Q3 results 2023.

5

CARTIFACTS

Australia’s health check is in Get a pulse check on the health of Australians

I

f you’ve wondered how our nation’s health has been holding up in these challenging times, our report card is in, with the release of healthylife’s annual Living Healthy Report 2023. The report is a pulse check on Australians’ health and wellbeing that looks at how we’re faring, how we’re looking after ourselves and what opportunities exist for us to work together as a nation towards a healthier future.

Healthier home cooks on the rise

Searches containing the term 'healthy' have increased yearon-year, with an average of eight per cent growth from 2021–2022 suggesting Australians may be becoming more health-conscious.

We’re a divided 3 2 0 2 nation when it ort rep comes to why we do or don’t eat healthy, with 43% of us saying

ngealthy h

6 gin

g tim

es

we eat healthy because it’s cheaper to eat at home while 33% say healthy food is more expensive.

As customers sought healthier meal inspiration for their everyday lives, we saw 1.3m visits to Woolworths’ online database of over 500 healthier recipes in 2022.

The most popular recipe collections on the Woolworths supermarket ‘Healthier Recipes’ page were for lunch and dinner recipes and recipes under 30 minutes.

Healthier choices

The report found customers are also taking advantage of more readily available options to manage dietary-related requirements.

The top dietary needs search terms on the Woolworths website were (in order): gluten-free, gluten-free bread, lactose-free milk, vegan, protein, sugar-free, healthy and healthy snacks, suggesting customers are

interested in finding healthier food and dietary-related options.

More than sustenance, food brings connection and community says Stevie Wring, Head of Health and Nutrition for the Woolworths Group. “Food is more than the nutrients it provides,” she says. “It brings a sense of enjoyment, a time to connect with others and to celebrate our cultures and ourselves.”

About healthylife

The Living Healthy Report 2023 is powered

by Woolworths’ unique supermarket data and proudly presented by healthylife, a digital health business backed by Woolworths Group. An expert- and evidence-led health business, healthylife brings trusted health information, services and products in one simple online destination. Read the full report here or visit healthylife.com.au. n

How many of your favourites made the list?

With distinctly multicultural flavours on the menu, it’s clear we’re also exploring the world of healthier options that Australia’s diverse cuisines offer.

TOP HEALTHIER RECIPE HITS ON

Woolworths.com.au ✔ S an Choy Bow Bowls ✔ H ealthier Creamy

Mushroom Pasta

✔ S ummer Bolognese ✔ H ealthier Pumpkin

Buddha Bowl

✔ S low-Cooked

Beef Stew

7

Beat the

Winter Blues Coughs, colds and sneezing season is right around the corner.

A

s cooler temperatures set in and the inevitable seasonal sniffles start to take hold, Australians are looking to support their immunity and tackle cold and flu season with a proactive approach to their health and wellness.

Australia saw a surge in winter illnesses in 2022, with more of the population susceptible to colds and flu due to reduced immunity as reported by the ABC^. This trend is expected to ontinue in the coming flu season.

8

Customers are planning ahead

Customers are looking to Woolworths for immunityboosting products, vitamins and supplements to help support their busy lifestyles, improve immunity, sleep and energy. Mainstream and premium customers are fuelling cold and flu category growth, followed by younger and older families.

Allergy relief

With hay fever affecting one in five Australians, and 67.6 per cent of Australians aged 14+ experiencing allergies of some kind in an average twelve months¹, customers

are looking for value offerings and products that can help treat their allergies from brands they trust.

Holistic health matters We know that eating, moving and living healthily are all critically important.

But it’s not enough to become healthy; the goal is to stay that way.

Knowing that 75 per cent of Australians regularly use complementary medicine, and searches for gut health rose from 2021–2022 according to the latest healthylife report, it’s clear we’re taking a more holistic approach to our health. n

CARTIFACTS

With 30.7m total cold and flu product transactions at Woolworths during cold and flu season2, brands can play a pivotal role in Australians’ health and wellness. Talk to Cartology to find out more.

Getting the jump on cold and flu season

+35% sales increase in

multi-symptom cold and flu products

+50% increase in decongestants

+10% increase in

everyday immunity vitamins

+10% sales increase in disinfectants

Source: Woolworths Quantium Data - Cold & Flu products. Focus Period 20/04/2022-13/09/2022 (21 Weeks) vs 21/04/2021-14/09/2021 (Last Year)

1.PureProfile Survey 2021, Unleashed Key trends on the vitamin and supplement industry 2021 report; Woolworths Customer Immersion report 2.Woolworths Quantium Data - Cold & Flu products. Focus Period 20/04/2022-13/09/2022 (21 Weeks) vs 21/04/2021-14/09/2021 (Last Year) ^https://www.abc.net.au/news/health/2022-12-02/covid-immune-system-infection-virus-rsv-cold-flu-respiratory/101716360

9

CARTIFACTS

This edition, we’re getting to know Melburnian Ash Harding who together with her team, manages more than 50 agencies across VIC, SA and WA.

Getting to know

Ash Harding Q

Tell us about your role at Cartology?

In my role as Group Agency Partnerships Manager, I look after all media agencies across VIC, SA and WA. I have a fantastic team of senior partnership and account managers and together we look after more than 50 agencies across the states.

Since launching the agency team three years ago, my main focus has been driving retail media awareness and educating agencies on Cartology's unique offering, a role that has rapidly expanded.

10

We are also staring down the barrel of a very exciting few months ahead as we bring the Shopper team together with Cartology.

Q

What’s exciting about retail media for our partners?

Of course, my answer is in the robust customer insight. What excites me most is our extensive offnetwork offering closed loop reporting.

Rich customer data means greater campaign efficiency, which is becoming increasingly important as the belt tightens on marketing budgets. This

also applies to the phasing out of third party cookies.

Agencies will look to retail media more than ever to reach customers based on first party transaction data, within a walled garden ecosystem.

Q

Where and how have you seen retail media work well?

For me, it has to be YouTube Shoppable. The combination of Woolworths customer targeting, video content and a seamless shopping experience is a very powerful and unique offering for brands. A great example is a shoppable campaign we

CARTIFACTS

Always on my shopping list

✔ Honest Eggs

(Sorry, only

available in VIC!)

✔ Woolworths brand

Soda Water

✔ Avocados

✔ Ceres Brown

Rice Cakes

✔ Natural

Confectionery Party Mix

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

1 2 3

Goodman Fielder breaks ranks, CMO says retailer media 'a significant opportunity for agencies'

click to read

The more you know about your customer, the better the outcome.

Retail media state of the nation 2023

ran for nappy brand Babylove, wanting to drive trial and increase brand preference through emotive marketing across YouTube. The campaign drove a 21% increase in customers, 24% sales increase vs pre period and a ROAS of 960%. Reaching the right customer in the right environment, with a unique intersection of content + utility, is what makes YouTube Shoppable so successful in driving brand salience and sales results.

Q

What's the best carreer advice you have been given?

There are two. When the door of opportunity opens, walk through it. Always have a mentor. n 11

12

CARTIFACTS

Game On

NEXT-LEVEL RESULTS!

T

The PlayStation campaign results were a win, not only meeting but exceeding client expectations.

PlayStation goes next-level with BIG W customers

he lead up to Christmas and the Summer school holidays is a key time in retail, but for brands, being seen and heard over the roar of a competitive marketplace in busy periods can be tricky.

It was this challenge that led PlayStation to connect with Cartology in 2022.

To ensure the brand had cutthrough and engagement, PlayStation knew that generating brand awareness among BIG W shoppers was key to ensuring the PlayStation brand was top of mind when customers were looking to take their gaming to the next level.

The Mission

Gamers don’t play around when it comes to new games and the latest tech, so with a new generation of PlayStation console on offer (the PS5) and a raft of new-release games, there was a lot for customers to get excited about. The campaign objective was

to target both existing PlayStation fans as well as attracting new customers to the brand.

The Game Plan

Cartology’s solution was to develop an impactful and visually engaging retail media mix for PlayStation in order to generate maximum brand awareness both in-store and online, with a focus on key product and seasonal promotions to inspire and educate customers as they began their shopping journey.

Leveraging impactful and animated brand creative for front of store screens and a department landing page takeover on the BIG W website, customers who were looking to upgrade their gaming, or Mariojump into PlayStation for the first time, couldn’t miss the great PlayStation deals on offer. n

+81%

new to brand customers

280% customer growth

11.4%

screens store uplift

1.18% CTR online

Source: BIG W Transaction Data September 22 - Jan 23

13

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