Welcome to our 6th issue
Back in February, we celebrated our third birthday, taking a moment to reflect on the highlights of the past three years. During this time, Retail Media has undergone an exciting transformation, and the customer landscape has evolved dramatically, revealing that the path to purchase is no longer a straightforward, linear journey. In this edition, we share some of our key milestones and successes, including our proud achievements at the Shop! ANZ Retail Marketing Awards—two wins that were a fantastic result for our team!
We also explore the significant evolution of our media solutions, featuring innovative new products and a comprehensive, market-leading in-store media offering designed to enhance the customer experience. Our feature case study delves into the Mondelez Snack Stop activation, where Woolworths stores were transformed into a sea of purple, delivering outstanding results for both Mondelez and Woolworths NZ.
Additionally, we catch up with our Product & Platform team to discuss the impact of eCommerce and how digital innovations are reshaping the customer journey, both
online and in-store. Earlier this year, we launched the Digital Connected Customer campaign, leveraging our rich data to help clients achieve impressive campaign results.
Building on this momentum, we are excited to introduce the Category Collection—a deep dive into five key categories: Snacks, Health & Body, Drinks, Baby, and Pet. Our national customer research series offers invaluable insights into shopper behaviour within these categories.
In this issue, take a sneak peek into the Pet category and feel free to reach out to your Client Partnership Manager for a detailed exploration of your specific category and keep an eye out as we build on the collection throughout the year with new categories launching soon.
Discover all this and more in the latest edition of Cartifacts. Enjoy the read!
Samantha Osborne General Manager - Cartology NZ
Welcome to
Sarah Nickson-Clark
Client Partnership Manager
Sarah spent most of the past 14 years at MediaWorks, where she did a number of roles, most recently as an Account Director in the Agency team working with PHD Aotearoa and Hearts & Science. Before that she was the Head of Partnerships, working on partnerships with the likes of the NZ Breakers, Netball NZ, and music promoters! Sarah studied a Bachelor of Broadcasting Communication at NZ Broadcasting School in Canterbury, where she majored in radio.
Yusra Rashid
Sales Enablement Coordinator
Yusra joined Countdown 2 years ago as an IT Graduate rotating through various departments including Agile Team Facilitation and Analytics & Insights. Her most recent role was working as a Quality Assurance Tester across mobile.
Kate Littlejohn
Marketing Manager
Kate has a background in FMCG Marketing and joins us from DB Breweries where she worked as Trade Marketing Manager on Heineken and Global Brands. Prior to this, Kate worked in a number of Brand Marketing roles at Pernod Ricard punctuated with 3 years in the UK working as a Category Manager for Associated British Foods. We are excited to have Kate working across our Cartology events.
Adam Cairns
Senior Client Partnership Manager
Adam joined us after a 5-year tenure at Foodstuffs New Zealand, where he worked in various different roles within the company including their retail media business. Adam arrives with a wealth of knowledge as he has supported many suppliers launching NPD and brand activations into hundreds of retail stores across the country.
Klaudia Jordan
Campaign Delivery Specialist
Klaudia has joined Cartology's Delivery team with over 8 years experience in the media industry including NZME, ZM radio and more recently Cartel Media as a Campaign Lead, where she specialised in Digital OOH and ondemand campaigns for some of New Zealand's leading brands.
Sanika Rahman
Client Partnership Executive
Sanika is proficient in Data Reporting and storytelling, with 10 years of experience in implementing projects and delivering analytics for decision making across diverse industries including Government sector, Telecom and Pharma.
Congratulations Carties to our winners for Q3
The Carties celebrate excellence and recognise individuals who go above and beyond to help shape the future of retail media.
Leading Impact: This award is for ideas that have made a difference, big or small. This person challenges the status quo, looks for opportunities to improve and grow, creating positive impact across Cartology.
The Pathfinder: This person consistently goes above and beyond and they will always find a way to make things happen.
We know we couldn’t do what we do without them.
The Cultural Ambassador:
This award is for the Cartologist who is nothing but themselves. They motivate and inspire their team around them. This is the person that will always bring a little bit of fun to every day. They always have their team’s back. This person brings the Cartology spirit to life.
Better Together Award:
This award recognises those who have shown exceptional dedication to partnership, collaboration and group connectivity aligning to our purpose to be ‘better together.’ This recipient goes above and beyond to put Cartology on the map within the Woolworths Group, supporting colleagues, embodying the spirit of partnership and contributing to a productive work environment to drive results.
Cartology has a new online home!
We are excited to announce that our brand new Cartology website is now live!
Our new website embodies our brand's evolution and commitment to pioneering the future of Retail Media. It's a significant upgrade from our previous site, designed to better serve our partners and customers with a seamless experience and engaging content.
Here are some of the highlights:
• User-Friendly Navigation: Enhanced menu structure for easier browsing (with case studies and research & insights coming soon)
• Mobile Optimization: Seamless experience on all devices, including smartphones and tablets
• Updated Content: Engaging visuals and up-to-date information about our offerings, media kits, news and thought leadership and our team to name a few
This launch marks only the first phase of our website's development. In the coming weeks, we will roll out additional content, including case studies and valuable research and insights, ensuring you always have access to fresh and relevant content.
Stay tuned for more updates as we continue to strive to drive the best results for brands ensuring we’re always improving to meet the needs of our partners and customers.
Cartology is three
Cartology celebrates its third anniversary, honoring the collaborative journey that has brought us to this milestone. We recognize the pivotal role our partners have played in our success and extend our sincere appreciation for their contributions. Together, we've forged a path of innovation and collaboration, laying the foundation for more milestones ahead.
Three years ago, we set out to redefine Retail Media through innovative solutions. Today, we can reflect on our progress, acknowledging the invaluable support of our clients and partners. Your trust and feedback have shaped Cartology into the industry leader it is today, guiding us through challenges and opportunities.
Beyond a media agency, Cartology stands as a testament to collaboration and innovation. We express deep gratitude for
our partners' insights and loyalty, which have been fundamental to our success. Together, we're committed to exploring new horizons and pushing Cartology's boundaries further.
Exceptional growth and campaign success
In celebration, we highlight key milestones, including substantial growth and campaign successes. Our strategically crafted media packages have enabled brands to engage customers throughout their shopping journey, yielding exceptional results. Events like Fakeaways and Dessert Your Way exemplify our commitment to delivering impactful experiences.
Recognizing excellence in retail media, we proudly present the Campaign of the Year award. This accolade honors brands that set new benchmarks for success in the evolving landscape of retail media. As we anticipate
the Campaign of the Year 2024, we look forward to further achievements and collaborations.
Strengthening Partnerships
At Cartology, we're shaping the future of retail media through innovation and partnership. With a dedicated team and a commitment to excellence, we've experienced significant growth and continue to strengthen our offerings. Feedback remains integral to our development, driving positive changes and better outcomes for our clients and Woolworths New Zealand customers.
Product innovation and evolution
Our product innovation reflects our dedication to evolving media solutions for brands. Recent successes like Online Sampling demonstrate our commitment to staying ahead of industry trends. Additionally, our in-store media offerings aim to enhance the customer experience through tailored solutions, such as freezer crown ends and navigation beacons.
Where Data Meets Insights
In the realm where data meets insights, Cartology remains at the forefront, leveraging vast first-party
data to provide clients with cutting-edge research and insights. Our commitment to transparency and effectiveness drives improvements in reporting, ensuring clients receive clear and actionable insights. As we continue to evolve, we look forward to delivering even greater value to our clients in the coming months.
Cartology wins gold
The annual Shop! ANZ Retail Marketing Awards celebrate exceptional retail marketing campaigns across 27 categories, including physical displays, shopper experience, and, for the first time, Retail Media.
Cartology, along with our clients and partners, is proud to contribute to advancing understanding in retail media, collaborating closely with brands to drive customer growth and impact.
We're thrilled to have been awarded both Gold and Silver in the Retail Media category. Tegel, the winner of the 2023 Cartology Campaign of the Year award, received Gold for their Free Range campaign, a testament to the campaign's strength and the fantastic results it has delivered. At Cartology, we take immense pride in our partnership with Tegel in bringing this campaign to fruition.
Additionally, our own Cartology initiative, Fakeaways, received the Silver award,
recognizing our team's dedication to creating impactful customer-centric trading moments across the omnichannel shopping journey for clients of all sizes.
A huge congratulations to the Cartology team for bringing these fantastic campaigns to life and going above and beyond to help shape the future of retail media.
Browse Menu Tile
These tiles appear in the Browse Menu on Woolworths.co.nz. This space is designed to highlight main trading events or key activations and provide value to our customers during their browse journey. The Browse Menu tile is available within the department level and must lead to either a branded shop, a product group page with a minimum of 4 products included or a product details page.
CPP
CPP has a new and improved configuration with promoted tiles now appearing on positions 1, 2, 3 and 4 on the first row of the results, then again in positions 1, 2, 3 and 4 on the third row while also increasing the number of CPP ads from 6 to 8.
Initial results showed an increase of 30% in add to cart rate with the new ads positioning on the page. (werecommendcheckingyour campaigns’performanceandadjust budgetsandwalletsaccordingly)
As CPP now takes a more prominent position in the results we have also embedded further data-driven input for approvals to ensure the best customer experience. Search term approval and suggestions processes will now align with previous customer search history to align with the expected outcome and search results.
The launch of the new Promoted tiles configuration is part of a series of exciting product enhancements and new features on the roadmap. Please, reach out to CPPsupport@cartology.co.nz if you have any questions or concerns.
Introducing the Value Pillar
Our shopper communication pillars are used across all media channels. They provide shoppers with relevant and recognisable messaging throughout their shopping experience and enable suppliers to deliver clear and consistent communications across multi-channel campaigns.
We are delighted to introduce you to the latest enhancement in our commitment to exceptional shopper communication and
messaging: the Value Pillar.
The message you communicate to customers is just as important
As an integral addition to our existing communication pillars, the Value Pillar signifies an opportunity for brands to highlight value to Woolworths shoppers at a time when we know the cost of living is top of mind for many. Price is an important driver for Woolworths customers. Many actively search for products on special each week.
Customers actively search for new and different products to add to their basket each week. Inspiration is vital to differentiate brands and encourage customers to explore new purchases.
Competitions offer exciting reasons to purchase beyond regular shopping behaviours.
Make an Impact
Bring theatre to in-store activations with Cartology's bespoke POS opportunities that deliver creative brand expression and cut-through across the entire connected customer journey.
While customers take an omnichannel approach to shopping, in store remains a crucial part of their journey with 86% of all sales being made in store (not forgetting that +24.5% of total sales are impacted by digital) and customers are actively looking for inspiration for what to cook and buy. It's an audience no brand can afford to miss.
It takes cut-through for a product to go from the shelf and into a shoppers basket, and bespoke POS offers brands creative new ways to win customers attention in the moments that matter.
The extensive development of a comprehensive, market-leading in-store media offering aimed at enhancing the customer experience has seen a range of new impactful point-of-sale solutions.
Category-specific media opportunities specifically tailored for the freezer and chiller aisles such as freezer crown ends and a variety of floor media, including the introduction of navigation beacons that collaborate with other in-aisle media like aisle fins, wobblers, or window freezer decals to bridge the media gap within the aisle.
But these opportunities also lie outside of the freezer and chiller, with navigation beacons utilised throughout the store assisting customers on a mission and helping them navigate toward the product bay with the featured product.
During Valentines Day, Listerine cleverly utilised high impact displays within the Health & Body aisle, taking over aisle ends with double tri-standee's, header cards and floor decals.
Tri-standees offer an exciting new initiative to in store media and can be used across a variety of locations throughout the store, elevating brand expression and providing cut through visibility for customers entering the store.
Combining assets in a 'bay takeover' is another way for brands to deliver cut through and 'brand a bay".
Coke's Win with Everyday Rewards campaign combined floor decals, large aisle fins, header cards and product spotters to create theatre in store, amplifying their win campaign with thoughtful creative.
The more recent Unilever campaign with Rexona deodorant, took on the Health and Body aisle, with two large fins, a floor decal and product spotters creating a show stopping moment that shoppers couldn't miss.
Winning early Christmas
Mondelez knows how to leverage retail media in an exclusive in-store execution taking over countdown stores with a sea of purple. You couldn't miss the showstopping activation in the pre Christmas period, a highly successful campaign on multiple fronts.
Through an innovative collaboration with Cartology and Woolworths New Zealand Category teams, Mondelez utilised never-before-seen in-store formats, including a captivating full aisle end takeover that brought the Snack Stop theme to life. Recognising the pivotal role of in-store experiences in the customer journey, Mondelez and Cartology curated unique displays that served as inspiration and navigation for shoppers.
The Snack Stop campaign featured beloved brands, Cadbury, Pascall, Oreo, and The Natural Confectionery Co, with eyecatching carnival-style visuals, effectively capturing the attention of shoppers as they shopped the aisles.
Navigation beacons seamlessly integrated with in-aisle fins and wobblers, guiding customers and bridging the gap between media channels. Rounding out this campaign to an omnichannel execution, search banners, search branded tiles and the digital mailer pages were also utilised to capture online shoppers and customers who research online and shop in store.
Mondelez's strategic campaign surpassed expectations in a traditionally quiet trading period, achieving a remarkable +14.5% year-on-year growth in Woolworths New Zealand confectionery sales and contributing to an impressive total sales uplift of +28%.
Average weekly units also saw a significant uplift with +33% campaign vs pre-period.
RESULTS
+28%
Uplift in total sales +33%
Uplift in units
(Campaign vs pre-period)
Getting to know... Max & Isabela
We chatted to Max Bellotto - eCommerce Manager and Isabela Januario - Client Search Manager (CPP) from Cartology’s Product & Platform team about how digital is powering the customer journey online and in store.
1
Tell us a bit about yourself and your role in the Product & Platform team at Cartology.
Max: I work within the Product & Platform team whose primary responsibility is to develop new media assets and to constantly innovate and improve our retail media proposition. With a lens on digital, my key focus is researching, supporting and innovating to fulfill these objectives.
I also support the Client Partnership team to maximise output and
performance of campaigns and events and develop direct relationships with our Suppliers offering support and keeping them informed of not only Cartology opportunities but how to navigate the digital landscape within the Woolworths group.
Isabela: As the Client Search Manager I am the main contact for our Sponsored Ads product (CPP), responsible for new suppliers’ onboarding and training, development of campaign strategies and general troubleshooting. With 90% of digital sales driven by the first page
of search results on Woolworths.co.nz Cartology Promoted Products is a powerful tool, offering brands the chance to bid for priority placement across prominent Sponsored Ad tiles.
2 What's exciting about retail media for our partners?
Max: Retail Media is on a very exciting growth curve with more brands recognising the potential and ROI of retail media. As a result of this sharp growth and performance value of retail media, we are also starting to see brands start
to shift traditional above the line marketing spend towards retail media while we continue to invest and expand our capabilities and bring our Suppliers more powerful targeting opportunities.
3 What can brands expect from Cartology in the next 12 months?
Max: We are constantly innovating and expanding our product portfolio and have an exciting roadmap with a mix of new digital assets launching to market but the most exciting innovation will be our capabilities to provide enhanced targeting capabilities for our digital assets on and off network. Leveraging the power of our 1st party data and giving brands the ability to customise and tailor messaging and products to targeted and specific shoppers.
4 How has CPP evolved over the last 12 months and how should brands be utilising CPP in their digital campaigns?
Isabela: Our main update was the new CPP layout, now displaying the ads at the very top of the page. Given that 90% of all customers only visit the
first page of search results, if a product isn’t there, it’s missing potential sales. Our suppliers can now take advantage of this prime positioning offered through CPP and strategically place their products at the top of the page.
CPP should be integrated with the broader media planning, maximising the brand presence at the decision-making moment to remind customers and drive conversions.
5 What are some best practices when activating a campaign with Cartology?
Isabela: For CPP campaigns the key is to be granular with the keywords and don’t overlook long-tail keywords. These keywords, besides the low search volume, are usually very effective and have less competition, which can potentially bring a higher return on ad spend (ROAS) for the campaigns.
6 What role does digital play as part of the customer journey?
Max: Digital is powering the customer journey online and in store and the data supports this. Woolworths. co.nz experiences over 1.3M visits each week with a world leading grocery online penetration of 14% and for those not making an immediate purchase online, 70% will purchase in store within 3 days. The influence of digital is powerful and is growing rapidly which is why we track this influence with total sales influenced by digital expressed as DIS and this number is significant at 24%.
Introducing Category Collection, our flagship research program designed to bring you closer to the heart of Woolworths shoppers across five key categories, including Baby, Drinks, Health & Body, and Snacks.
Through national surveys via the Woolworths Group Gather Panel, we're diving deep into purchase drivers, shopping behaviours, retail media interactions and customer expectations of brands.
So what have they told us?
✅The supermarket isn't just a place to shop; it's a playground for education and discovery.
✅Retail media plays a vital role in the customer shopping journey.
Shoppers are switching brands across categories.
These insights highlight the evolving dynamics of the shopping environment, and we're here to help your brand make the most of it. Cartology is uniquely positioned to bring your brand closer to customers, leveraging the power of Everyday Rewards and through our deep understanding of shopper behaviour.
Our recent Category Collection Pet Care research delved deep into the hearts (and paws) of 1,989 pet shoppers across six key subcategories. Here's what we discovered:
Pet Preferences Power Loyalty
68% of pet care shoppers become loyalists when their pets develop a taste for a specific brand
Convenience is king
For 82% of pet care shoppers, the ease of selecting items in the supermarket is the driving force behind their purchases.
Digital Pet Insights
When Pet shoppers are searching online, ‘cat food’ is the most popular search term followed closely by ‘dog roll’ With a 48% add to cart from search, utilising CPP offers the opportunity to increase conversion and share.
That fresh food feeling
June saw the next stage in 'That Fresh Food Feeling" campaign, as we head into winter in New Zealand. Check out the latest TVC which brings together the feeling of being all toasty inside, the smell of a freshly cooked roast dinner, and the comfort in knowing that your groceries can be delivered right to your door - even if it’s raining outside.
All this comes together to show our customers that this winter, they can look to Woolworths for great seasonal fresh and own brand foods, with low prices on the most meaningful things for our customers - all brought to our customers in the way that’s most convenient to them.
Reach members where they choose to shop
Personalisation is a unique quality of Woolworths New Zealand's latest loyalty programme, Everyday Rewards.
It gives users additional value and personalised Boost offers tailored to specific consumers' needs to foster longlasting customer relationships.
"Using Boosts, you can collect points faster and receive your reward vouchers more often," said Mark Wolfenden, director of digital and loyalty for Woolworths New Zealand.
To further create personalised experiences for customers online, it will also have personalised web pages, shopping lists, and recommendations based on customers' purchasing preferences and history to help save time during their weekly shopping.
"It's this type of additional value and convenience through savings in dollars and time that creates a strong relationship for our members to shop with us and our partners."
New partners more points
This month saw the introduction of Petstock and MILKRUN to the Everyday Rewards family, along with exisiting partners, Woolworths, BP, ASB and Vine Online, meaning getting your $15 voucher to spend at Woolworths or bp is easier and faster than ever!
