Cartifacts First Edition by CartologyNZ

cartifacts FIRST EDITION

Cartology's

must-read +

The latest from research, insights and the retail media industry

CARTIFACTS

Welcome to the first edition of Cartifacts It is with great pleasure that I introduce the first edition of Cartifacts, Cartology’s quarterly must-read. At Cartology we’re on a mission to keep our clients informed and updated on customer research and insights, industry news, brand and product updates, and to share our vision for Cartology to drive real customer impact. It has been a hugely exciting eight months since we launched Cartology in New Zealand. We have grown our media channel offering with a real focus on understanding what you our clients wanted 2

in the digital space with the launch of new media assets such as Cartology Promoted Products, Online Search and Browse Branded Tiles, Have You Forgotten New Tile, Branded Shop, Sponsored Recipes, and an updated Social Media offering. We have also grown our team since we launched with 5 new people joining. It has been wonderful to see the brilliant campaigns we have executed with all of you over the last few months and even better to see the positive results being delivered, not only for branded activity but also for category events and

trading moments. It’s an exciting time in retail media and our focus remains on delivering enhanced retail media solutions, improved customer targeting and measurement, greater transaction-level reporting, and data-led campaign planning. You’ll hear more about the progress of these offerings and initiatives directly from our team or via The Cartifacts magazine. Enjoy the read!

Samantha Osborne General Manager Cartology NZ

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We create data-led marketing solutions to connect brands with customers at moments that matter most. At Cartology, we get

customers, not audiences. 4.5m 2.9m Transactions weekly

Visits to shop.countdown.co.nz each week

1.9m

In-store customers each week

At Cartology we get customers, not just audiences.

100%

FMCG shoppers

on target

Active Onecard Members

zero wastage

Our Promise Unassailable Context

Deeper Customer Intelligence

Cartology provides a direct and trusted pathway to customers along their shopper journey.

With a direct relationship with customers, we understand them like no-one else can.

Targeted Omnichannel Solutions Data-led and tailored to the evolving customer journey, both on and off network.

Real Effectiveness We measure real impact via our closed loop reporting.

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Planning for Christmas?

At Cartology, we know that Christmas will be a time of connection and reflection. Countdown will help customers during this holiday season by bringing convenience and inspiration to households nationwide. With loyal customers and growing digital engagement, Cartology provides brands with real customer impact over the Christmas period. 2021 CHRISTMAS INSIGHTS:

This Christmas our customers are focused on Connection; spending more quality time with friends and family, Community; supporting those in need is an important part of Christmas and Convenience; while customers always look for healthier meal inspirations, they allow themselves a few extra indulgences. Christmas brings more customers and higher spend with +17% increase in weekly sales vs. a typical trading week. More customers filled their stockings online, with a +10% increase in online average basket value.

The highest spending audience segments over Christmas 2020 were Older Families, Mainstream Customers, Older Singles and Couples and Young Families. Countdown customers are more engaged with Onecard over the Christmas period. We see +9% increase in transactions, +7% increase in average basket size and +20% increase in redemption. Maximise your impact by executing an EDM to your target audience and active shoppers in your category where we typically see 34% Open Rates over this period.

Cartifact Did you know, in the week leading up to Christmas, 54% of customers who go online looking for inspiration, make a purchase in-store

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Your shortcut to being informed about the latest Product updates from Cartology

Cartology launches new social media offering Connect with the Countdown social community to captivate, educate and inspire our customers. Drive consideration of your brand to grow top of mind awareness amongst an engaged social audience. Create thumb stopping content for your brand to encourage interaction with Countdowns' engaged social community. Includes

The Process

1. Choose your product

Facebook

in-stream video

Facebook in-stream video is an optimised ad placement that specialises in increasing your brand's visibility, message, awareness and reach.

66%

Celebrate!

of audience are the Primary household grocery shopper

I n-stream advertising allows brands to deliver 15 second videos before, during or after video content. ver 70% of in-stream impressions are O viewed to completion.

Berry pavlova ...

Facebook & Instagram stories

Stories are an immersive creative format that enable Facebook, Instagram and Messenger users to view and share everyday moments.

2. Brief us 3. Provide your product for photography

Contact your Client Partnership Manager to find out more.

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Case Study: Berocca Hypeman - Grocery Grab

BACKGROUND Berocca were running an ATL campaign using Hypeman, the personification of everything Berocca embodies. He is uplifting, motivational and energetic. The plan was to bring the energy and enthusiasm of Hypeman to life in-store to motivate shoppers to pick up a pack of Berocca. CAMPAIGN OBJECTIVES Engage Countdown customers with a Win with Onecard competition for

your chance to win 1 of 2 Berocca Grocery Grabs. The clever use of the Hypeman on the in-store and online creative helped drive a link between their ATL and BTL activity in market, ensuring consistency across all channels. SOLUTION A 4 week, omnichannel digital and in-store activation to support and leverage Countdown's significant audience to drive engagement and ultimately deliver a positive ROI. The Source: Quantium first party transaction data.

RESULTS

✔ +19% average weekly sales uplift

during campaign period

✔ +28% increase in average weekly

online sales during campaign ✔ +51% YOY average weekly online sales 4.5m Reach - Cartology assets 150K impressions Cartology digital 35% EDM Open Rate

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Case Study: Big Night In - Cadbury's BACKGROUND to different shoppers. Cartology developed a range of themes to ensure that no matter what our customers, Big Night In looks like, Countdown have got the solution. From 'meal inspiration' where brands were featured as key ingredients within a recipe, to 'pamper yourself', showing brands and products for shoppers who wanted to spoil themselves.

In recognition of midwinter conditions and spending more time at home, Countdown customers are looking for brands to help them plan a winter's night-in for all occasions. More than ever before, shoppers are actively looking for inspiration to help turn just another night in, into a Countdown Big Night In. CAMPAIGN OBJECTIVES A Big Night In can mean different things

Back

INDULGENCE & IMPULSE INDULGENCE IMPULSE

Please drink responsibly

Jed's Coffee 200g or Bean Bags 10 Pack

Arnott's Tim Tam 160-200g

Puhoi Valley Authentic Greek Yoghurt 400g

Babydoll 750ml Excludes Pinot Noir

SOLUTION A 3 week campaign with integrated, multi-channel media packages designed to include a combination of broadcast media, to showcase the Big Night In product range each week, and targeted media, such as EDMs to reach out to active shoppers in a particular category.

RESULTS

• +133% sales uplift for

participating Cadbury products during campaign period

• +74% increase INDULGENCE

BIG FOR A

NIGHT IN

EACH

50 EACH

G R E AT

PRICE $

15 EACH

in online sales for participating Cadbury products during campaign period

• +63 sales increase YOY.

ENTERTAINING Coca-Cola 330ml Cans 30 Pack

McCain Beer Batter Chips or Wedges 750g

Mac's 330ml Cans 6 Pack

Cadbury Chocolate Sharepacks 144-180g

• 250K impressions External Digital ENTERTAINING

• 2m+ Reach

BIG FOR A

NIGHT IN

PACK

50 EACH

EACH

across all instore & online Source:Quantium first party transaction data

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Getting to know... Simon Cockburn Passionate about media, and the role it can play in driving better, more personalised interactions between brands and shoppers, Simon is Head of Client Partnerships.

What's the best thing about working at Cartology? First and foremost it’s the people, both our team and our clients. Every day I work with a group of very driven and talented individuals at Cartology, and also in partnership with experts in trade, shopper and brand marketing from across our client’s businesses.

Secondly is the opportunity to be part of a young, dynamic, high-growth business that is at the forefront of retail media within the Australasian market. No two days are the same, and the constant drive to improve and grow the Cartology offer 8

certainly keeps life interesting!

Q C

What's exciting for brands who partner with Cartology? artology offers a unique opportunity for brands to connect with a relevant audience of engaged and active customers at all points throughout the shopper journey.

Our clients are able to deliver effective, omnichannel marketing campaigns, that maximise reach, provide inspiration and ideas, and ultimately drive engagement and sales for their brands. We also have a very exciting pipeline of new media

opportunities and improved measurement capabilities coming later this year, that will provide new ways to talk to our customers and improved metrics to measure performance.

Looking over your career, what makes you proud? I have been fortunate enough to create, launch and develop a number of media businesses throughout my career. Taking an idea from initial concept and creation, to execution and delivery, and building the foundation

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"The most satisfying part of this journey is watching the team culture develop over time, and working to provide an environment where people can learn, develop and most importantly, have fun!"

(logo1)

Always on my shopping list ✔P G

Tips for the perfect cuppa (I am English!).

✔H P

Sauce because you

cannot have a bacon sandwich without it.

✔W hole

Chicken for a

traditional Sunday Roast.

✔ B anana's,

Oranges, Kiwis & Blueberries

for growth in the future, provides a huge sense of achievement and pride. The most satisfying part of this journey is watching the team culture develop over time, and working to provide an environment where people can learn, develop and most importantly, have fun!

What's the best advice you have been given? To constantly push yourself out of your comfort zone. Taking risks and pushing the boundaries of your existing ability and knowledge will always keep you motivated and provide new and exciting experiences.

to make the morning smoothie.

✔P eroni

to ease into the weekend.

What can we expect from your team? • We’re improving and integrating to enable access to the wider Countdown business for our clients - CDX, Marketing, Merch and Operations. • Understanding our clients needs, working collaboratively to build trusted partnerships to help deliver simple, measurable solutions. • Delivering and improving our end of campaign reporting and developing a new media product pipeline with data-led, result driven marketing solutions that enable our clients to more effectively engage with Countdown customers.

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Screen time How Cartology’s digital screen network is switching on customers.

n recent years customer behaviour has changed dramatically. Today, with a world of choice at their fingertips, a customer’s path to purchase in-store consists of multiple influences and touch points, well before they ever place a product in their basket. Many also research online before they shop, virtually browsing the aisles to compare products and prices.

While these switched-on shoppers may seem well prepared, we also know that 80 per cent have less than half of their eventual spend planned, presenting a unique opportunity to inspire and influence shoppers throughout their shopping journey. And that’s where the potential of Cartology’s digital screen network is unrivalled. Cartology’s Front of Store Screen Network enables

brands to ‘switch on’ and impact customers at the point where they begin their shopping journey, across 158 Countdown stores nationally. Located at the store entrance, they offer brands proximity at scale and 100 per cent on-target grocery buyers who are primed to purchase.

Cartifact Did you know, 35% of in-store customers agree screens help them notice products they might not have seen previously.

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Sarah

Eric a

Sarah Brill Digital Media & Content Coordinator

Mike

Joanna

Ella

Sarah has been working in marketing for the last 2 years and during that time she has developed a wide range of skills throughout. She is however extremely passionate about digital marketing and is looking forward to working on the amazing digital campaigns we are executing out in market.

Erica Kim Assistant Marketing Manager

Having a background of supporting the sales team in the Logistics & Supply Chain industry for the last 4 years, Erica is looking forward to expanding her experience by helping create data-led marketing solutions to connect brands with customers at moments that matter most.

Mike KhalilHead of Product & Platform

Mike joins us as Head of Product & Platform. Having spent the last 13 years working in media across publisher and agency side across Australia & New Zealand, Mike strives to create data led solutions to grow client & partner businesses.

Joanna LimuilFinance Business Analyst

Joanna started in the Countdown team in February 2020 as a Finance graduate. After rotations through different finance departments and a secondment supporting the Commercial Finance team, she is now looking forward to developing and learning new skills through supporting the Cartology team. Joanna says she is "Super excited to be a part of the team that gets customers!".

Ella EglintonDigital Media Lead

Ella has spent 6 years working in media and advertising from publisher and agency side. For the past year she's been working within the CDX digital content team working closely with both sides of the business to support Cartology campaigns. After working alongside Cartology for the past year, Ella says "it's great to now formally join the team! It's a really exciting time with so many new faces joining and I'm looking forward to seeing what we will achieve." 11

Welcome to the Team!

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Cartifact Did you know, when we did initial customer testing and design, we thought it would be used by young digital savvy users just buying a handful of items? As it turns out 60% of the Scan&Go users are larger weekly trolley shops.

Skip the queue with Scan&Go How we’re helping our customers go contactless The past 18 months has seen big changes in retail, with businesses having to quickly rethink, reinvent and rework the way we engage with our customers. One of the biggest shifts Countdown saw was a vast leap in contactless payments – a trend that’s here to stay. We know that maintaining a hygienic environment offering quick, contactless transactions is what our customers want, so we’re delivering. Just as we’ve committed to helping our customers Shop COVID 12

safe with new hygiene protocols and reduced touch points in-store, we’ve also upped the ante in the Countdown app by introducing the smart new Scan&Go function.

details and add a payment method, such as a credit card. Once in-store, customers simply open the app, select the ‘Start shop’ option, then scan the barcodes on their items and bag them as they go. For items charged by weight, customers use the smart product scales, select their item and then scan the product weight barcode when it appears on the screen.

What is Scan&Go? Scan&Go essentially turns a customer’s smartphone into a scanner, for a virtually contactless transaction. The Scan&Go function is currently being trialled at 6 Countdown stores, Auckland City, Countdown Ponsonby, Grey Lynn, Point Chev, Pokeno and Milford. How does it work? Customers download the Scan&Go app, log in with their Countdown account

The app lets customers: •

Skip the queue

•

Pack as they go

•

Pay in-app, no need for cash or cards

•

Earn Onecard rewards points automatically

•

Track their spend and receipts in the one place; and

•

Enjoy a contact-free checkout experience.

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New State of the Art Development coming to Christchurch

hristchurch’s growing Halswell area will soon have a stateof-the-art neighbourhood centre and Green Star rated supermarket. The recently green-lit Halswell development is one of Countdown’s largest to date with a total area of 3.4ha. It is planned to include a 3,490sqm supermarket, medical centre, childcare facility, gym, and other retail and hospitality venues along with a residential development of more than 250 homes and

a two-storey apartment building. The Halswell area has grown considerably over the last few years with plenty of residential development taking place, and the development is expected to boost local employment throughout construction and once the complex opens. “We’re really excited to be investing in the next chapter for this thriving area and delivering a place that has the needs of its growing community at its heart,” says Countdown’s Director of Property, Matt Grainger.

The development has been designed with a modern, contemporary feel with a distinctly local touch to make sure it fits the needs and style of the area. The new Countdown store included in the centre, Countdown Halswell, will also be a Green Star rated supermarket meaning it has been designed, and will be built and operate, in an environmentally-conscious way that meets international Green Star certification standards.

Make your brand stand out on the shelf

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

1 ‘Huge shift of

click to read

budgets': Retail media will eat everybody’s lunch – and TV is no exception

2 Why retail media

is the ad industry’s sleeping giant

3 Cartology

announces FMCG category sponsorship for Effie Awards 2021

We interviewed Cory Tutahi, Cartology’s Product Manager, on the benefits of Cartology’s Promoted Products (CPP) and how it maximises digital shelf visibility. What is CPP and why was it created?

CPP was created to give brands direct power to buy premium digital space within search results, to effectively increase share of voice and sales on shop.countdown.co.nz It’s a self-serve marketing platform that was created as a response to the growth in eCommerce, as customer engagement has increased YOY.

Why is CPP such a powerful opportunity? Shop.countdown.co.nz has millions of searches for grocery products each week and has grown significantly in penetration over the last 12 months.

We know that nearly half of customers use search, and CPP provides clients with access to point of purchase digital media. This enables brands to maximise their visibility to customers who are primed to purchase, and it also gives them the opportunity to intercept millions of customer searches every month and “switch-on” customers during their online shopping journey.

How can CPP help brands deliver online sales? Digital shelf space is now as critical as in-store and CPP helps brands be viewed, engaged with and purchased by customers. Typically there are three different ways to effectively use CPP: 1.) For new products drive new product trial and customer acquisition.

To find out more, get in touch with your Client Partnerships Manager or speak directly to our Product Specialist: cory.tutahi@cartology.co.nz

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2.) Price Promotion & Seasonality - drive sales volume during price promotion and core seasonal periods. 3.) Online Sales Growth - implement ‘Always On’ campaigns to increase Share of Voice and grow online sales.

Cartology Promoted Products delivers an average return on ad spend of over 400% and an online conversion rate

of over 50%

Cartifact Did you know 49% of our customers look for inspiration during their shop online?

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Cartifact Stuck on what to cook tonight? Here's a fact: 80% of our customers say they look for inspiration for what to cook or buy on shop.countdown.co.nzlog on and find a quick dinner recipe!

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