Cartifacts_Issue07

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SEVENTH EDITION

Cartology's

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

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Welcome to our first edition of Cartifacts for the New Year I hope that you’ve all had a safe and restful break.

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t’s a unique time that we’re facing at the moment, as we learn to live with the virus and manage some of the challenges we face along the way with the health and safety of our teams, clients and customers a priority.

As we continue to navigate through this, we are here to support you and will keep you updated.

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It is a pleasure to dive into 2022 with a strong edition of Cartifacts full of inspiration, insights and thought leadership.

In this edition, we look to the year ahead as we hear from Cartology’s Mark Mansour as he and guest contributors Rolando Schirato from Vittoria and Julia Clark from Chobani discuss emerging trends and share their predictions for retail in 2022.

Over the holiday season, Woolworths calls on team members from across the group to support instore, have a look into store operations, and work alongside the people at the heart of our business - our customers. We hear from a few of our team members about their in-store experience over the break as well as from Cartology’s Martin Wood in our ‘getting to know you’ segment.

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

As always, we are grateful for the opportunity to work with you and look forward to creating new and exciting opportunities in the year ahead.

Mike Tyquin

Managing Director, Cartology

PHOTOGRAPHY: COURTESY OF 55 KNOTTS/©HANIBARAM-ISTOCKPHOTO.COM / ©PIXEL EMBARGO-ADOBE STOCK

Our research and insights team have gained some fascinating insights into evolving customer behaviour and we look at what’s important to our customers as we hop into the Easter period.

“Working in-store felt like a breath of fresh air. Experiencing the Christmas rush, engaging with cu stomers and seeing first hand what products were running off the sh elf, I was reminded that we live in a country of chocoholics!

“An obs erv supportin ation of mine fro m g powerful in-store was just how a smile (e v covered by a mas en when k) and a ‘how are simple you toda y?’ can b e.

Superma rk of our bu ets are at the he art siness so having th opportun e ity to loo kb scenes, s peak to c ehind the u hand an d be part stomers first of their in experien ce was s econd to store none."

Ann

abelle Nie lsen Integrat ed Commu nication sM

anager

Not only that, it was gr eat to see the inner workings of the su permarket and get to know some of th e in-store team members. As customer expectations lift, so too does the scop e of the team and the role of the supe rmarket.

The team really did cr eate the environment and I mus t say they were impressively patient as I continued to ask question after ques tion.”

Jodie Koning General Manager, Marketing and Insight s

“The staff were so friendly.

Helping to make hundreds of Anzac biscuits was definitely a highlight!"

“This was a hoot but also a little scary to see how much produce flies off the shelf.

I did the 7am shift and I kid you not, the staff were on a first name basis with the early bird customers."

Anthony Gattari Product Marketing Manager

All hands on deck ood Noémi W esigner Senior D

Throughout the busy holiday period, Cartology team members rolled up their sleeves to lend a hand in-store.

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Eyes on 2022 shift that we’re seeing from customers and brands alike.

In the rapidly evolving digital landscape, the focus on reaching customers where and how they choose to shop continues to grow, says Mark Mansour.

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he rise of digital in 2021 was only the beginning.

Customers and brands alike are becoming more digitally native. Historically, businesses may have employed one rare ‘unicorn’ digital person and now we’re seeing full ecommerce and digital teams.

Traditional trade marketing is being supported with digital, based on the role that it plays in influencing the overall shopping journey and impact that it drives instore. It’s a true omnichannel

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In the coming year we will see even greater proliferation of digital and the pivotal role it plays in influencing the entire shopping journey. Not solely in-store or online, but together as the customer journey continues on this omnichannel trajectory, enabled by the power of digital and customer understanding.

Customer-led approach for the win We know that Australians' shopping behaviour has changed. As these behaviours continue to evolve, we need to meet their changing expectations and continue to understand the customer in a way that nobody else can.

The new customer has come to expect greater relevance and context.

They want an experience that creates a glide path to complete the mission they’re on. To deliver this, it comes as no surprise that a deep understanding of the customer is crucial.

Customers want to be engaged and inspired through their journey.

They want relevance and context when they’re browsing online and purchasing in-store.

It’s also time to look at the shopping journey and path to purchase holistically. As marketers continue to take a sophisticated approach to audiences with a focus on how they influence at purchase, acquire and retain customers, omnichannel solutions are key to influencing at multiple engagement points across the virtuous journey.

A rise in innovation through collaboration I think we can expect to see audience-led innovation come to the surface to achieve the relevance and context shoppers are seeking from brands.

With our clients, we’re collaborating to develop more holistic end-to-end campaign solutions, thinking about how these campaigns translate across the selected channels, store environment and the broader customer

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journey. This tailored audience-first approach can ensure brands show up at key points of the customer journey for maximum impact and campaign success.

I see this collaboration becoming more prolific in 2022 and beyond.

ILLUSTRATION : COURTESY OF ADOBE STOCK

Simultaneously, we can expect to see more in insights. FMCGs are some of the most insightful organisations in the world, leveraging data partnerships, understanding effectiveness of media spend and partnering with platforms that are more accountable to drive effective campaigns.

This combination of bestin-class in-store activation informed by the digital journey of data and data science is where it all comes together seamlessly.

focus for us at Cartology.

We’re really accountable as we sit at the centre of where customers shop.

We need to have a deeper understanding of the changes in customer behaviour, the longitudinal shifts customers make and the impact that we deliver for brands.

We have an expansive ecosystem, with hundreds of touchpoints to engage customers, from mass awareness all the way down to hyper-targeted communications.

But ultimately, what brings it all together is our understanding of impact - and for brands it’s sales overnight, and customers over time.

We’re always looking to provide greater insight into the outcomes that a brand’s investment delivers. We will continue to enhance our insights and metrics in 2022 to further understand and ultimately inform what we do next, to ensure our clients are where they should be – on the shopping list and in the customer’s cart.■

In 2022 for Cartology and retail media: we’re poised for growth. There’s endless opportunity for brands in the space. As customer behaviour changes, we’re there on the journey to understand them and give brands a place as part of that customer journey.

Measurement for success Measurement is critical and will also continue to be a

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Getting to know...

Martin Wood Creating stronger partnerships with a strategic approach.

Tell us about your role at Cartology?

Over the last few months we have been establishing the Strategic Partnership Team, with the aim of offering an additional layer of service for our key partners. Working alongside our existing Client, Brand and Agency partnerships teams, our ambition is to create stronger relationships built on a deeper understanding of our clients’ marketing objectives and the omnichannel behaviour of Woolworths’ customers.

What’s exciting for brands who partner with Cartology?

Cartology is different

(logo1)

Always on my list ✔ A healthy portion of

Manchego and Mersey Vale Classic cheddar from my local Woolworths.

✔ Kit-Kats ✔ R olled

oats

✔ Family-size

box of Corn Flakes

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to other media in that we provide a view of campaign impact beyond exposure. Our ability to "close the loop" post-exposure, to know whether it led customers to buy a product, to repurchase and, ultimately, become brand loyalists provides a level of understanding of campaign impact unique to Cartology. Equipped with the above insights, and working closely with our key partners, we can help drive both increased effectiveness and efficiency of future client campaigns.

What can brands expect from Cartology over the next 12 months?

Stronger partnerships based on deeper client knowledge and a more strategic approach to the use of relevant category, brand, campaign and customer insights.

Campaign performance benchmarking will soon provide clients with further insight into how their campaigns have performed.■

Did you know…

Despite the holiday season, YouTubers remain connected and streaming.

Stay switched on this summer Help customers embrace their love of the season.

PHOTOGRAPHY: COURTESY OF NOÉMI WOOD/© INTI ST. CLAIR-ADOBE STOCK

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fter a year of cancellations, Australians are looking forward to summer and the warmer weather.

For some of us, it’s multiple trips to the beach. For others, weekends full of reconnecting with loved ones in real life instead of video chats. Wherever it may be, families and friends across Australia will always come together over a meal or two, and that means shopping.

During the festive season, 75% of Everyday Rewards members will shop at another Woolworths store other than their regular local store1, signalling that

no matter where we are spending our time through summer, the grocery shop at Woolworths remains a constant.

• Cartology’s new YouTube offering keeps your brand switched on all summer long.

• With 95% of Australians aged 18-44 watching YouTube4, brands can connect through Cartology to reach customers wherever they’re tuning in this summer.

This summer, we can expect customers to have a few categories on their list, including cleaning, BBQ, health and beauty and sports with history showing categories such as sports drinks, cook in sauces and multi chip packets experiencing sales growth upwards of 20%3.

away, help your customers embrace their love of the season pre, during and post shop. After all, we know that 38% of shoppers actively want to hear from brands and learn about new products2.

Whether customers are looking to discover fresh seasonal produce, find ideas and inspiration for summer entertaining at home or

Don’t switch off over the summer months connect with customers in the moments that matter most.■

Source:1. 30/09/2020-02/03/2021 (22 weeks) ), where 11/11/2021 - 26/01/2021 is the festival season that cover 6 weeks lead to Xmas and 5 weeks period to Australia Day Cartology Customer Playbook, Omnichannel. November 2021 Woolworths Quantium data, 13/01/2021-09/02/2021 (4 weeks) vs 16/12/2020-12/01/2021 (Pre Period).Nielsen Consumer and Media View, 2021 Survey 02 Metro Fused Media database Time Periods: Consumer & Media View survey period: April 2020 to March 2021 Fused Nielsen Digital Panel Monthly data soft calibrated to Digital Content Ratings (Text): March 2021. Fused Metro OzTAM TV ratings data:7tht March 2021 to 17th April 2021

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2022 Q

What’s the customer trend you expect to gain traction in 2022?

Rolando Schirato, Vittoria: We're seeing a big shift in the way people shop and we're seeing online becoming increasingly integrated with

with Chobani and Vittoria This month we bring you a fresh perspective on 2022, from Rolando Schirato, Food and Beverage Managing Director at Vittoria and Julia Clark, Demand General Manager at Chobani.

traditional brick and mortar shopping. Consumers are now in a constant state of passive shopping. They're shopping online from desktops and mobiles, while scrolling Instagram and Facebook in bed, or on the train. Consumers' point of purchase can now be anywhere.

We're fortunate that coffee continues to play such an important role in our daily rituals. In the last two years, we've launched a number of new products and we'll continue to explore new ways to bring coffee to our customers in convenient, high-quality formats.

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Where does retail media sit in your marketing strategy?

Julia Clark, Chobani: Retail media is an important element of our marketing strategy and the degree to which we leverage it is based on our campaign objectives.

We are moving away from looking at a traditional ATL and BTL approach - our customers don’t take a linear path to purchase and we want to build cohesive and holistic plans, with retail media playing a key role in the overall campaign objectives.

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Cartology has been an important partner for us to work with because they reach customers through the entire shopper journey – from mass out-of-store awareness to that final piece of consideration right at the point of purchase.

PHOTOGRAPHY: COURTESY OF SHUTTERSPEED.COM.AU/ © WWW.MAPODILE.COM-ISTOCKPHOTO.COM

Cartology also has the unique ability to use insights from customer data that was captured through campaigns, which lets us follow up with an offer to encourage repeat purchase for specific customers, such as those who are new to the brand.

Q

How are you responding to the evolving omnichannel customer?

Rolando Schirato, Vittoria: Our challenge is to keep communicating with our customers throughout their shopping day.

Where once we could rely on mass media and instore activations to reach our customers, we now communicate through a much wider variety of media including online advertising, social media, traditional radio, print, tv, in-store and online sampling, point of purchase and direct marketing.

Q

How important is customer insight to your business and how does it inform your strategy?

Julia Clark, Chobani: Customer insight is incredibly important. It is at the heart of building our brands and informs our marketing strategies and activities.

The evolution of the omnichannel shopper has led to increased access to quality customer data, so our ability to measure results and drive insights in post-campaign reviews is also improving, which helps inform future campaigns. With access to greater amounts of data, it’s important we have the right internal

resources, and the right partners, to help us mine that data and derive the insights.

As a result of the changes in our customers shop, access information and make purchase decisions, our business has evolved to optimise brand engagement across multiple channels. We’re increasing our focus on customer, category and shopper insights to help us build holistic and relevant plans for our evolving customer. ■

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l e n n a h mnic

O

Cartology Customer Playbook Head to the Cartology

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website to get the play.

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New Now Join the evolution

Did you know...

The Everyday Rewards App continues to grow in popularity with weekly active app users doubling compared to Q1F212.

In the last two years, even as the world changed around us, our day-to-day needs remained.

As three quarters of Australians changed their shopping behaviour during the pandemic, the shift to digital and mobile channels saw 30% of customers move to an omnichannel shopping journey.

Last year, we also witnessed a dramatic rise in mobile-first shopping, specifically driven via app as Woolworths’ customers adapted to this new normal and embraced the convenience.

Connected customers are ‘appy’ shoppers The Woolworths app offers customers on-the-go convenience in a premium, personalised mobile environment, designed to complement the Woolworths online experience.

Get 'appy' with Cartology Our digital media opportunities will soon be on the Woolworths app. Will you?

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In Q1, traffic to the Woolworths and Everyday websites and apps reached 15.6 million weekly visits, up 36.8% on Q1F23.

App customers value convenience and ease.

Woolworths’ app delivers a three times higher retention rate2 with users engaged, primed to purchase and looking for inspiration.

Utilising CPP and display, we can put your brand in the palm of the customer's hand, wherever or however they choose to shop.

As customers are always logged into the app, we can present the most targeted and relevant ads to our customers from the moment they start shopping.

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App extends our inventory pool significantly when combined with desktop and mobile web.

This creates more specific and personalised ad experiences, allowing brands to engage customers with the highest possible relevance.

Source: (App returning visits vs Web/mobile) Report Source from Adobe: https://docs.google.com/spreadsheets/d/1PYn3MHlwbmIkddH_cjP2yqc4bVdRH2JC6sQI3yj31nY/ edit#gid=0 Report Source from Adobe: https://docs.google.com/spreadsheets/d/1PYn3MHlwbmIkddH_cjP2yqc4bVdRH2JC6sQI3yj31nY/edit#gid=0) 2Cartology Customer Playbook, 2021. Woolworths Group, F22 Q1 sales announcement ³ Source: Woolworths Group, F22 Q1 sales announcement.

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Every bunny loves Easter Easter’s coming and we’re egg-cited! It’s one of our customers’ favourite holidays, with 64% saying Easter is an important time to spend with family.

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rom Easter egg hunts with the kids, to freshly baked hot cross buns, we know shoppers look forward to Easter traditions and love creating their own.

As a time for giving and feasting, customers look to Woolworths for inspiration to make their celebrations special.

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With 77% shopping in-store in the week before Easter, it’s also the perfect time to connect with customers who are primed to purchase.

Together with our research partner Nature, we surveyed 1,000 Australians in the lead up to Easter.

We learned that customers are focussed on three things as they head into the holiday period: connection and celebration; inspiration and discovery; and convenience and value. ■

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2021 Easter Insights:

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FREEZE DRIED

INSTANT COFFEE

64% 50% 50%

Agree that Buy gifts Easter is an for friends and important time to family at Easter spend with family

Love to discover new products when they grocery shop

33%

Look for meal inspiration over Easter

43%

Change what products they buy to take advantage of loyalty programs

Did you know?

Retail media is a crucial part of the customer journey over the holiday period, with 60% of customers engaging with retail media last Easter.

Whether buying Easter eggs for the family, gifts for friends or shopping for an unforgettable Easter feast, Cartology helps brands make deep connections at pivotal moments when customers are planning on making memories.

Is it time to book your Easter campaign? Hop to it, and get in touch with your Cartology representative...

Industry insider click to read

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

1 R etail media is set

to boom in 2022.

What's driving this?

2 W hat every marketer needs to know about Australia's grocery buyer

3 A new year update from Woolworths Group CEO, Brad Banducci

*This article is sourced by the Cartology Easter Study, 2021. n=1,000

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