Cartifacts Issue 5

cartifacts FIFTH EDITION

Cartology's

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

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Welcome to the latest edition of Cartifacts In our fifth edition of Cartifacts we have some fantastic case studies, insights, inspiration and product updates to share with you.

First of all we celebrate our Carties winners, at Cartology The Carties recognises individuals and teams that reach a unified goal, as well as inspire others to push their own paths forward and strive for greatness within the business.

The Carties encapsulates the pioneering work at Cartology, recognising the people within the business who are driving the industry forward. We also welcome eight new faces to Cartology as our team continues to grow and evolve.

Speaking of trailblazing teams, we catch up with Rawinia Newton, Cartology’s Head of Delivery & Operations on her role at Cartology, leading the Delivery & Operations team and what we can expect from her team in the next 12 months.

On another note, it’s hard to believe we are weeks away from Christmas…

Kiwis look to Countdown for inspiration in those key calendar moments throughout the year, whether it's Father's Day, Easter, Halloween, or Christmas, Countdown has Kiwis covered to celebrate big or small. In this issue we showcase how Cartology's sub-category events are an effective way for suppliers of all sizes to be involved in impactful customer-centric trading moments throughout the omnichannel shopping journey and during those key 2

calendar moments. Cartology’s strategically crafted media packages offer relevant touch points across the Countdown ecosystem to reach omnichannel customers wherever they decide to transact. We have some fantastic case studies on Big Night In, Fakeaway’s and Dessert your way as well as a feature on our Cartology Campaign of the year winner Tegel with their Free Range campaign.

We also dig into how brands can surprise and delight customers with free sampling in their online orders. We explain how in the latest Online Sampling Explained video and finally we offer a comprehensive creative capabilities toolbox for our Front of Store digital screen network tapping into the many ways brands can elevate their campaigns in the shopper environment.

I hope you get a lot out of this edition and enjoy the read.

Samantha Osborne

General Manager - Cartology NZ

Congratulations to our Carties winners for Q1

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.

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Amy Silvester-Brooks

Product Manager — Digital Media Amy brings with her an extensive background working in eCommerce in project and product management roles, both locally and in the United States. She comes to us from her most recent role as Product Owner at TheMarket within The Warehouse Group.

Liam Fleming

Finance Business Analyst After completing his studies in Economics at the University of Newcastle in Australia, Liam took part in the Countdown Graduate Program. During this time, he acquired valuable experience in both the eCommerce and Finance sectors of the company. Additionally, Liam had previous experience in FMCG at Big W during his high school and university years.

Arnold Mayo

Campaign Delivery Executive Arnold comes from a logistics background, having worked for Woolworths NZ's Primary Connect starting out as a Warehouse Operator before working his way up to Inbound Lead Hand.

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Jesse McCaughan

Finance Manager Jesse is joining us as Finance Manager for Cartology and brings with him a wealth of knowledge from across the Woolworths business. Jesse started with Woolworths Australia in the finance graduate program working across a number of areas of the business over 3 years before looking after commercial finance for Metro Supermarkets.

He moved back to NZ to support replenishment finance and has then spent the last 7 months in CDX supporting eCommerce.

Angela Wedekind

Client Partnership Manager Angela is joining us after a 12-year tenure at MediaWorks, where she worked in various different roles within the business including Marketing, Promotions, Media Solutions, and most recently she held the position of Head of Partnerships working with NZ biggest event partners.

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Welcome to

Isabela Januario

Client Search Manager Isabela joins us after 12 years of experience in the advertising industry specialized in Performance Media, working across agencies and eCommerce in Brazil and New Zealand, with some time spent at Google Brazil as well. Her most recent role was Senior Search Specialist at MBM.

Daniel Richardson

Team Experience Partner Daniel joined Countdown in August, bringing HR Business Partnering, Airline Operations and people leadership expertise, as well as a background in funerals and workplace relations.

People partnering for several portfolios within our Accelerator & Transformation businesses, Daniel loves learning more and more about Cartology's intersection of media and retail and joining Sam's leadership team.

Anton Wilkinson

Campaign Delivery Executive Anton comes to us having recently graduated with top grades from Massey University with a degree in Marketing minoring in Management.

Anton has also spent the last 9 years working in the Deli department of his local Countdown.

Fleur Arthur

Campaign Delivery Executive Fleur has spent the last year working at Ogilvy on the client service team for the BP AU and NZ account. Before this, she gained valuable experience in a B2B sales position after completing her Bachelor of Communications with a major in Public Relations. Fleur is super excited to get stuck in with the Cartology team.

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Digital and the connected customer journey It has been over 3 years since the first COVID-19 lockdown, eCommerce and digital has well and truly transformed the customer journey and while eCommerce penetration has normalised post COVID, engagement has never been higher.

Digital is powering the customer journey online and in store and countdown. co.nz is the front door to the grocery experience with a monthly audience of over 6 million. But what do we know about the online customer?

The journey to the checkout is no longer linear and customers are embracing true omnichannel behaviours regardless of where they choose to transact, this is something we refer to as the connected customer journey 6

and helps us understand digitals true impact on sales beyond just online.

DICR and DIS helps us to answer the question: What is Digital’s true impact on sales beyond just online?

DICR- Digital In-store Conversion Rate If we identify 100 people who view a product on the Countdown website or app but do not make a purchase.

60 of those

people will go in-store and make a purchase within 3 days.

That means: 60% DICR*

*Customers that purchase online at any point inside the three day window are excluded even if they do shop instore during this timeframe.

DICR doesn’t capture the influence of emails or digital advertising on in-store shopping behaviour. DICR doesn’t capture anyone not logged in the App or Website

CARTIFACTS DIS- Digital Influence on Sales If 15% of total sales are online, 8% of total in-store sales are from customers who were influenced by the website or app.

That means: 23% DIS, Total sales influenced by digital* *This measurement doesn’t include the influence of email, search or digital display so when you add those in it would be closer to 30%

These measurements give us a clear idea of how many customers are using digital to inform their purchase decisions, making digital integral to an effective omnichannel retail media campaign. eCommerce and digital is here to stay, and has completely transformed the

customer journey. Regardless of how or where a customer chooses to interact with us online, brands require a solution which can reach customers with the right message at the right time.

The line between the online and in store customer continues to blur, so it’s just as important to engage and inspire customers while they research and plan [to drive ROI] as it is to influence decisions at the shelf.

Watch the Digital Impact explainer video here.

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After the success of the previous Big Night In, we were excited this winter to bring it back, bigger and better and bigger and better it was!

Underpinned by a consumer promotion, Big Night In 2023 saw participation of over

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1.2 million unique

customers. With the cooler weather bringing in the desire to be cosy and warm and spend those winter nights indoors, a ‘Big Night In’ means different things to our customers, whether its indulgent baking creations, binge watching shows or

preparing nostalgic beverages, there's a category to appeal to all of Countdowns key shopper segments.

Aimed at providing Countdown customers with inspiration, incentives and solutions for how best to enjoy a night in with family and friends across the winter months, a highlight

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on value offerings and an immersive omnichannel shopping journey, inspired, influenced and captivated customers to choose Countdown for their winter, at home entertaining needs.

The campaign ran for 4 weeks from end of May to mid June with the entry mechanic of an entry per $20 spend and bonus entries earned through the purchase of a bonus product from a participating brand when the spend qualifier had been achieved.

Spent $23 more

Purchased 4 additional items

Increased their avg. basket size by $17

Purchased in an extra 2 categories per basket

With 21 million entries and over 16K winners Big Night In went BIG.

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Getting to know...

Rawinia Newton Get to know Cartology's Head of Delivery and Operations.

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Tell us about your role at Cartology?

I’m fortunate to lead the amazing Operations and Campaign Delivery team.

We’re a super busy team who rolls up our sleeves every day to manage the end-to-end delivery of media campaigns across our channels.

My role involves ensuring the highest level of service to our customers and working closely with the leadership team to deliver on strategic initiatives that deliver the best possible results for our clients.

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What’s exciting for brands who partner with Cartology?

It’s exciting to see the results that brands who

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partner with Cartology achieve. We have the unique ability to share our understanding of how and what customers shop to deliver effective retail media campaigns. In the past 12 months we’ve launched an array of new exciting initiatives such as Fakeaways, Dessert Your Way and Discover Dairy Goodness.

T

hese events deliver results by connecting brands to customers at critical points of their shopping journey. Whether our customers are looking for meal ideas, new products, or recipes we can

inspire and influence them to choose your brand in new and exciting ways.

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What can we expect from your team over the next 12 months?

You can expect consistent, well-executed delivery of your media campaigns from a team who is always striving to improve and deliver results for our customers. We truly understand our shoppers and will continue to offer new exciting opportunities to help your business grow and connect your brand with customers in the moments that matter most.

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

(logo1)

Always on my list ✔ Fever tree tonic

click to read

✔ Whittakers Berry

Forest chocolate

✔ Kikorangi Blue

cheese

✔ Greek yoghurt ✔ Eggplant

1 S upermarket News The Delivery & Operations team won the FY23 award for best

team!

September issue — Winning in an expanded retail media landscape?

2 Woolworths New

Zealand's New Loyalty Programme

3 W oolworths New Zealand Supplier Awards

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S Y A W A FAKE 66% of Kiwi’s don’t know what they are having for dinner tonight with many opting to shop for parts of their meal on the same day. Furthermore, they are seeking affordable complete meal solutions that won’t break the bank.

Cartology teamed up with client partners who had an appetite to provide meal solutions to these customers as well as tackling the challenge of creating a better shopping environment in the frozen aisle all while putting frozen on the map for fresh, healthy and enjoyable meal solutions The Fakeaways themed campaign did exactly that!

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Providing Countdown customers with a variety of complete meal solutions for dinner tonight or this week.

Meal solutions ranged in value (indulgent premium recipes as well as family friendly value offers) and included a variety of core existing lines as well as showcasing NPD products and dietary specific options.

Something for everyone!

Given we know many kiwi's don't know what they're having for dinner tonight, Fakeaways adopted a complete omni-channel approach, utilising a strong pre-shop strategy which included letterbox broadsheet and external digital. This was important to ensure Fakeaways was

seen before consumers started their shopping journey, encouraging new to Countdown shoppers Because the in-store frozen department is positioned at the end of most peoples shopping journey (store layout), it was crucial to have a strong 'front of store' component to this campaign.

The digital screen network was utilised to showcase the

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Different meal solutions were highlighted as customers walked through the front door to start their shop.

Given Freezer has very high online penetration, the digital mailer was utilised as the online equivalent customers often start their online shop by checking out value and inspiration in the mailer.

As customers moved through the store (both physical and online) they could see and hear the fakeaways campaign via in-store radio, online department tiles, search tiles, and floor graphics. Utilising different search terms encouraged

incremental exposure across the category.

Finally, the at shelf touch points were very strong as we know customers don't like entering the frozen department it was necessary to draw them in with instore theatre. The large floor graphic displayed a lifestyle image of all the fakeaways meals and was truly show stopping.

Navigator beacons helped to highlight the participating products to clearly guide customers and freezer decals and wobblers were utilised to further highlight the products at shelf and at eye level.

RESULTS

124%

Uplift in total sales (for participating products WK1 vs previous 4 weeks)

102%

Uplift in total sales (for participating products WK2 vs previous 4 weeks)

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Nice to treat you!

Dessert lovers unite! Dessert Your Way was a sweet affair, taking over Countdown stores and online for one week in August. From sweet combos, cakes, to low calorie options, winter presents the perfect opportunity for customers to indulge in feel-good desserts but how can you entice shoppers into the freezer aisle especially during those chilly winter months?

This Winter, Countdown and Cartology launched the very first Dessert Your Way Event, with the aim to ‘deseasonalize’ frozen desserts and propel the entire frozen desserts category by educating, inspiring and positioning select products in front of customers and encouraging trialist behaviour.

Dessert week utilised strategically crafted media packages to promote dessert options at the ‘pre shop’ stage, as well as relevant touch points across the Countdown Ecosystem (both online and in-store), making this event unmissable for our omnichannel shoppers.

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Dessert your way created theatre in-store helping make fixtures more shoppable, interesting, and vibrant, increasing customer enjoyment and driving footfall into the freezer aisle. You couldn't miss the pop of pink in store!

Cartology's sub-category events are an effective way for suppliers of all sizes to be involved in impactful customer centric trading moments throughout the omnichannel shopping journey, participating products in the Dessert Your Way event saw average sales uplifts of +95% and +149% uplift in units purchased, a fantastic result for all involved.

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RESULTS

95%

Sales uplift for participating products

149%

Units uplift for participating products

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TEGEL FREE RANGE Congratulations Team Tegel on the outstanding winning campaign for Cartology Campaign of the Year 2023. An undeniably well-deserved win and a testament to the partnership and collaboration between Cartology and Tegel with the use of Retail Media to deliver real customer impact.

Tegel embarked on a transition to SPCA certified free-range by introducing a range of value-added, convenient meal, and snack offerings across multiple categories relevant to today’s consumers Driven by insights into consumer demand for more ethical food choices, Tegel embarked on a transition to SPCA certified free-range by introducing a range of value-added, convenient meal, and snack offerings across multiple categories relevant to today’s consumers. As the market leader in poultry, Tegel is committed to improving animal welfare outcomes, building trust and credibility with its customers and setting a positive example for the industry.

With the objective of raising awareness of the changes to existing Tegel customers while also attracting new customers to the brand, Tegel embarked on a 12-week omnichannel campaign, reaching customers at multiple points along the customer journey through highly engaging media in-store and online.

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Due to the breadth of offerings across the Butchery, Frozen and Chilled categories, a key component of this campaign was the alwayson branded shop that provided shoppers with education about the changes and product offerings, meal inspiration through sponsored recipes and a convenient hub to purchase Tegel’s full range.

The successful collaboration between Cartology and Tegel saw fantastic results. In the initial 4 weeks, the campaign engaged 927k Onecard Customers, generating 8.17M impressions across various activations and attracting 15% new-to-brand customers, a fantastic result for a well established brand.

A 12:8 ROI highlights the campaign’s success, which continued to gain traction in the following 8 weeks. Notably, the launch of GoGo Chicken Sticks contributed to an 18% growth in Chilled Poultry and continues to build base sales week on week, outperforming all other chilled meat snacks in NPD benchmarking.

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RESULTS

8.17M Impressions (across various activations)

15%

New-to-brand customers

12:8 ROI

“The partnership between Tegel and Cartology led to a highly successful campaign for the launch of Tegel’s new product ranges across multiple supermarket categories.

The omnichannel approach was highly engaging, capturing shoppers at multiple touchpoints on their shopper journey.

The Cartology platform provided exceptional brand exposure enabling dynamic content updates that resulted in outstanding results, driving impressive product performance and reaffirming the strength of a successful partnership in a competitive retail landscape.”

ANGELA IRWIN GM- MARKETING & COMMUNICATIONS, TEGEL FOODS

Watch the case study video here

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Connect with customers from sofa to shelf The Cartology team thoroughly enjoyed the two days at the Woolworths New Zealand Experience 2023 in late September.

Two days of business and supplier updates, team and partnership awards and we can’t forget the impressive exhibitor showcase.

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Cartology joined the hundreds of fantastic exhibitors with their immersive supermarket stand that showcased the connected customer journey, from sofa to shelf, highlighting how customers are demonstrating true omnichannel behaviours regardless of how they decide

to transact.

It was great to connect with our store teams and supplier partners all while learning about Woolworths New Zealand's ambitious goals and future plans. A special mention to Tip Top for making sure our 'Dessert your way' freezer was stocked with yummy ice creams!

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New Now Cartology's Online Sampling We know that customers enter the Countdown ecosystem seeking inspiration, education and discovery and are ultimately there to transact.

So how do you surprise and delight customers who are already buying your brand or similar products online.

Introducing Cartology's Online Sampling Give highly engaged customers the chance to trial your product with

a free sample and reach a receptive audience who are already purchasing similar products.

Watch the short video below to learn more

Captivating screens L

ocated at the entrance to over 160 Countdown supermarkets, Cartology’s Front of Store digital screen network helps brands build topof-mind awareness and meaningfully engage active grocery customers, as they start their grocery shop.

Front of store screens support a range of campaign objectives from launching a new product, to drive aisle visitation and further awareness of price and promotion.

But how do brands further personalise their creative within the Countdown shopping environment and serve that final reminder as they enter the store?

Cartology’s creative capabilities toolbox can help elevate your campaign with more engaging, effective and relevant creative content and delivery and scheduling strategies.

Multiple Creatives Scheduling multiple creatives as a creative tool is an effective way to showcase your range outside of the 4 product limit. Creatives are scheduled in rotation and are able to be weighted e.g 50% for hero creative and 25% each for supporting creatives.

Site specific creatives Location specific creatives can be an effective tool if you are running a national campaign that can be

customised to local audiences such as city or suburb and is a great way to contextualise relevant creative for specific markets building on brand reputation and relevancy.

Day Parting Day parting offers flexibility and variability with the use of different creatives on different days of the week, the most common instance being the call out of a specific day such as Black Friday, Mother’s Day or Valentine’s Day with the use of creative change on that specific day. Another way to utilise day parting is to promote the launch of a new product with a pre launch and a post launch creative schedule.

Time of day scheduling (AM-PM) In any particular time of the day you can feature any one creative or target a particular time of day such as meal times.

• Showcase three different recipes that suit meal times: breakfast, lunch and dinner.

• Creative changed to suit the time of the day and utilise the full schedule by changing out the creative making it more contextual to the customer journey right down to the hour.

Combination of multiple creatives, Targeting and data, day parting Multiple creatives can be overlaid with targeting and data to achieve the intended goal, spark interest and deliver more impact. Effectively position creatives to optimise sales. Targeting with over indexing store or under indexing stores.

3D Creatives 3D Visual effects can really emphasise the product in an exciting way and deliver impact by playing with depth, colour and space. All of this can be achieved through your creative agency.

Dynamic creatives Countdown timers Countdown clocks help to build a sense of urgency and are often utilised in promotional events emphasising limited time only messaging or for the launch of a new product Countdown clocks update automatically in real-time.

Weather triggering With the use of a third party data source, local weather can be displayed on screens. This is a fantastic way to hone in on real time customer relevancy to provide value with the display of either the local temperature outside or with the temperature triggering the product that is relevant to either warm or cool weather.

Live Feed Live feed gives the opportunity for strategic partnerships that build brand awareness and reputation. In this example, Dettol partnered with Cricket Australia to display real time cricket scores via a live feed API integrated into their branded content.

Location based The dynamic creative can speak to each specific store location with situational copy or live information such as local weather or local events personalised to that location.

Watch Cartology Academy Session 2: Building Brands — Cartology's Front of Store Screen Network here

Get in touch Talk to us about our unique, customer-focused media solutions Contact your Client Partnerships Manager or email us info@cartology.co.nz for more information