cartifacts EIGHTH EDITION
Cartology's
must-read
+ The latest from research, insights and the retail media industry
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CARTIFACTS
Welcome to the eighth edition of Cartifacts This edition is one that, as a marketer, I am particularly excited to share with you as we have plenty of new customer, creative and marketing insights. As a business that is centred on the customer, we’re committed to knowing them through and through, understanding their attitudes, behaviours and choices. In our latest customer research study, we unveil fascinating new insights into how Aussies are planning to celebrate Christmas 2022 with family, friends and food. We spotlight some of the latest creative campaigns that
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show how brands are leveraging Cartology’s unique media assets to get noticed (and addedto-cart). Jack Myers - Media Ecologist and Founder of MediaVillage, shares a special feature and an in-depth look at the future of retail media, the disruption of the traditional consumer funnel and what that means for marketers. All this and more in this page-turning edition! We hope you enjoy reading it as much as we’ve enjoyed creating it for you.
Jodie
and the Cartology team
Captivate with animation Cartology campaigns engage customers in the most creative and relevant ways. Our omnichannel media solutions and bespoke creative assets work seamlessly together to deliver our partners’ campaign objectives at key moments for brands.
CARTIFACTS
CHANNELS AND DELIVERY Front of store screens, online banners and CPP (sponsored search), plus in-store POS drove customer inspiration into summer, navigating shoppers to the poultry aisle both online and in-store.
BE SEEN WITH SCREENS The most salient and visible brands at the point of purchase, win
Top-of-mind awareness as customers enter stores Intercept customers who are primed to purchase 100% on target grocery buyers ✔ Unrivalled proximity and placement
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CARTIFACTS
Shaking up the Customer Purchase Funnel By Jack Myers, Media Ecologist and Founder, MediaVillage. As technology transforms and enables the customer’s purchase journey, the concept of ‘top of funnel’ awareness building and ‘bottom of funnel’ transactions is becoming blurred.
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ustomers have information when and as they need it and thanks to search, social and digital media they’re moving through the funnel faster than ever before. With the growth of online options accelerated over the past few years, traditional promotion and advertising approaches have been disrupted.
Retail media: at the epicentre of marketing 3.0
At the intersection of this shake up is retail media. As quoted by eMarketer’s Andrew Lipsman, retail media is digital advertising’s third big wave. For the foreseeable future, retail media will grow faster than all other media, including search and social.
The collapse of the funnel
Luke Kigel, head of Walgreen’s Media and 4
Advertising Group, told Mark Stewart of the Association of National Advertisers (U.S.), “Most funding for retail media networks still comes from shopper marketing budgets. These are industry constructs that limit the value potential of a brandretailer relationship and reinforce a more traditional and outdated purchase funnel. It doesn't reflect how consumers actually discover, engage and shop brands and products.” The recent growth of retail media is being spurred by upper-funnel display and video ads, bottom-funnel goals, and mid-funnel retention and customer acquisition priorities. The evolving omnichannel marketing ecosystem requires that brands and retailers understand the role, purpose and performance of every tool in their arsenal, including online search and
social, media advertising, sales promotion and in-store presence. This requires sophisticated data and analytics tools. Retailers are uniquely positioned to help brands understand the relationship among retail media, traditional advertising, digital media influence and offline sales.
Blending brand and shopper marketing budgets
I’ve written extensively about and forecast the convergence of sales promotion and advertising budgets, a trend driven primarily by the growth of search and social, and their connection to commerce. Retail media is accelerating that trend by delivering more sophisticated knowledge
CARTIFACTS
Consumers don't see a difference between ‘brand’ and ‘shopper’ – they are fluidly moving through their journey in their own individualised way. There's an opportunity for brands to disrupt legacy budgeting practices and enable fluidity and agility to best meet their consumers where they are, as that evolves in real time for each individual person.”
Luke Kigel
about the connection between consumers and marketing. The best partnerships emerge through real customer insight and closed-loop reporting that measures effective engagement, purchase influence and transactions. By disrupting traditional planning practices and blending brand and shopper marketing budgets, the right audiences can be identified and delivered the right message at the appropriate moment on the purchase journey.
strategy since it was invented by Elias Elmo Lewis in 1898. While it remains relevant in understanding product discovery and brand loyalty, marketers now operate in a reality of collapsed purchase funnels and personalised purchased journeys.
The future of the funnel in retail media
This article by Jack Myers first appeared in full in Media Village and Mumbrella and has been edited for Cartifacts.■
The sales funnel has been a cornerstone of marketing
Technology and data will continue to empower brands to think less about the role of retail media networks as a bottom-of-funnel investment and more about the role of retailers across the entire marketing budget.
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CARTIFACTS
Getting to know...
Shannon Moriarty
Bringing together brand and shopper objectives to drive real impact with customers.
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Tell us about your role at Cartology? I lead the Brand and Agency Partnerships team for the NSW and QLD markets, working with marketing teams and agencies to activate brand campaigns across the Woolworths ecosystem. Our strength is in bringing together brand and shopper objectives to drive real impact with customers.
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What gets you up every morning? I’d like to say it’s going for a scenic run or a pilates class! Unfortunately that doesn’t happen every morning, but I’m trying. We’ve assembled a talented team who are constantly ideating, pushing the boundaries and delivering innovative solutions with our partners. Being part of a team that is building Australia’s
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retail media evolution is energising.
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What are you seeing from clients and agencies that excites you? Marketing teams are leaning into holistic retail media planning with Cartology as a trusted strategic partner and we’re also connecting brand and shopper teams to each other for the first time. Working with the breadth of real customer insight we can glean from the Woolworths Group, we’re seeing more and more of our agency partners working with us to deliver through the line brand campaigns at scale. ■
Case Study | FroPro
Cool Factor OBJECTIVE: Exclusive to Woolworths, FroPro’s new ‘better for you’ ice cream was the first campaign to pilot YouTube Select. A new product and sub-category, FroPro raised product awareness and maximised exposure through reach to drive new shoppers into the category.
Did you know ... that YouTube reaches 88% or 9,106,847.2 Australians?1
CARTOLOGY SOLUTION: To drive maximum exposure and new shoppers in the category, FroPro leveraged Cartology’s premium off-network offering, YouTube Select.
(logo1)
Always on my shopping list
✔ C acao
powder I stir it into
my tea and it tastes like hot chocolate, delish!
✔ Macro
chips
chickpea corn
If you know, you know.
✔ S olanato
tomatoes
pickled jalapenos and avocados. For guacamole to go with the chips.
Granular targeting was applied to reach buyers within the category with a creative that educated customers on FroPro’s cool new product. RESULTS:
6.7m digital impressions
5.7% brand lift
overall.
7.9% brand lift
among P25-35
“Through the unique ability to run highly targeted campaigns based on real customer insight, outside of the Woolworth’s ecosystem we were able to extend our campaign reach and deliver targeted brand messaging to our core audience.” The results were strong in growing brand and product awareness, with exceptional reach and distribution of the campaign.” MATTHEW BEGER | GENERAL MANAGER, FROPRO
Source: Google Reach Planner, bumper ads + trueview for reach + 15s non skips + CPM Masthead, targeting mobile and tablet devices and 25-54yr old males and females. YouTube Brand Lift Study, FroPro, The Fit Scoop, 1 - 29 December 2021 and 5 January - 2 February 2022, Question: Which of these ice-cream brands have you heard of
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CARTIFACTS
Christmas Starts in July
Understanding the Christmas customer
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hristmas is a time for connection, community and togetherness and it’s food that brings us together. In 2021, as the festive season was approaching, Cartology partnered with research agency Nature to go deeper with customers. We talked to 1,000 Australians to understand their Christmas attitudes, shopping behaviours and retail media interactions in the months leading up to the festive season. As expected the research uncovered an overwhelmingly positive sentiment, with customers planning ahead and looking to their supermarket for ideas and inspiration to make every occasion memorable. Here's what they said.
A celebration to remember
Aussies love Christmas. From the traditional roast turkey feast to a sensational seafood buffet, Australians flock to Woolworths for fresh produce, quality ingredients and all the trimmings to celebrate Christmas their way. In fact, in the fortnight leading up to last Christmas, Woolworths 8
experienced a whopping 378 per cent increase in the sales of fresh prawns and a 263 per cent uplift in turkey*. That’s a lot of festive feasting! With 77 per cent saying that Christmas is an important time to spend with family, we know that every gathering is a moment that matters. And nobody gets customers like Cartology. Customers told us they love to give and receive food gifts at Christmas. They believe giving food is more personal and requires more effort than other types of gifts, especially when it’s homemade.
The new customer profiling and changing shopping behaviours The new customer is omnichannel, researching and shopping regularly online as well as in-store, with 37 per cent of customers doing both in the lead-up to Christmas. Customers are actively seeking new products, fresh ideas and new ways to enjoy special moments together and retail media delivers this by meeting customers at multiple points along their path to purchase.
IN THE CART AT CHRISTMAS ✔ +378% sales increase in fresh prawns
✔ +263% sales increase in turkey
✔ +98% sales increase in gift cards
✔ +94% sales increase
in cheese entertaining
✔ +82% sales increase
in prepacked antipasto
*Source: Woolworths Quantium Data 15/12/2021 - 28/12/2021 (two week lead up to Christmas) vs. 01/12/2021 - 14/12/2021 (pre period)
Last Christmas, 58 per cent of customers engaged with retail media, online and in-store
Cartology’s omnichannel retail media ecosystem presents a world of opportunity for categories and brands to engage and excite shoppers. From the theatre of in-store to the convenience of online, Cartology delivers engaging campaigns for brands that get results, because we get customers. ■
They say success is in the planning and this is very true at Christmas with 78 per cent of shoppers planning their meals. Whether planning to bake or barbecue, 54 per cent of customers were seeking inspiration from their supermarket.
This article is sourced by Cartology Christmas Study 2022 with the below additional sources. Woolworths Quantium Data 15/12/2021 - 28/12/2021 (two week lead up to Christmas) vs. 01/12/2021 - 14/12/2021 (pre period)
CHRISTMAS ENTERTAINING
Christmas is a popular time for many categories, and is a brand's opportunity to stand out in a crowded marketplace. Our research showed that customers love the following categories, purchasing more than usual at Christmas.
+69%
+59%
+62%
+55%
snacks
chilled dairy
chilled meat/ seafood/deli
non-alcoholic drinks
Want to know what Cartology has in store for this Christmas? Get in touch with your Cartology representative to find out.
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CARTIFACTS
Bring the ‘wow' Factor
Bring the ‘wow' to your in-store activations, with Cartology’s new bespoke POS opportunities that enable creative brand expression and cut-through.
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hile customers take an omnichannel approach to shopping, in-store remains a crucial part of their journey with 89 per cent of all Woolworths sales being made in-store1. And customers are actively looking for inspiration.
in-store presence crucial. We know that 50 per cent of shoppers purchase more than a third of their baskets on impulse3 and 49 per cent are looking for inspiration for what to cook and buy while they shop in-store4. It’s an audience no brand can afford to miss.
Make an impact
‘Wow’ factor works
Ever walked out of the supermarket with a few unplanned extras? You’re not alone. In fact, 71 per cent of in-store brand purchase decisions are made at the shelf2, making a brands 10
It takes cut-through to go from shelf to cart, and bespoke POS offers brands creative new ways to win customers’ attention through distinctive shapes, compelling finishings,
dynamic movement and more. Bespoke POS offers brands the creative opportunity to bring the ‘wow’ factor and stand out from the shelf. Increasing your brand’s impact in the moments that matter most delivers results, having already driven 90 per cent greater uplift in sales and new-to-brand shoppers. If you want your brand to stand out, Bespoke POS is the creative solution you’ve been looking for. ■
CARTIFACTS
Industry insider
click to read
Check out the latest news and global trends from the retail industry.
1 A ustralian Retail Media: ready for lift off
as Coles takes the game to Woolworths
2 Future of retail media: disrupting the consumer purchase funnel
3 Omnichannel, the new retail media
frontier: Reckitt's Dettol sales surge 200%, while marketing teams structure for e-commerce
1.*Source: Woolworths Quantium, Percentage of sales by In-store vs Online, 30/04/2019 - 12/10/2021 (132 weeks) **Source: T Garage, Cartology Shopper Insights, November 2019 2.Cartology In-Store Shopper Study 2020. Woolworths In-Store Shoppers n= 779 4.Cartology eCom Shopper Study 2020. Woolworths.com.au Customers n= 780. Q. Thinking about your typical grocery shop online, how much of your final shopping basket is planned vs unplanned? What is your preferred method(s) of shopping on the Woolworths.com.au website? Cartology eCom Shopper Study 2020. Woolworths.com.au Customers n= 780. Q. Thinking about your typical grocery shop online, how much of your final shopping basket is planned vs unplanned? What is your preferred method(s) of shopping on the Woolworths.com.au website?
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Eat Well for Health Brought to you by HealthyLife, backed by the Woolworths Group.
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rom what we’re eating to how we’re moving, HealthyLife - the digital health hub backed by Woolworths Group - has taken a pulse check on Australia’s health in the Living Healthy Report 2022.
Making ‘healthy’ a priority
The report shows Australians are taking strides to better their health, but there’s also room for improvement. We’ve taken a closer look at the ‘Eat Well’ component, specifically how Australia's eating habits and shopping baskets have evolved during the pandemic. Here’s what those surveyed said:
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Nearly half of all respondents (47%) said their eating habits remained the same over the last two years, while 30 per cent said they were eating better. Almost a third reported drinking less alcohol and eating less highly processed food. There was also a rise in home cooking (up 41%), and cook-set purchases at BIG W increased by 75 per cent over the same period. With customers focusing more on health, Woolworths is at their side having been ranked as Australia’s healthiest supermarket own brands for the last three years. With customers prioritising ‘healthy’ and increasing home cooking, meeting them in the aisle and encouraging their healthconscious needs has never been so important. ■
CARTIFACTS
WHAT’S IN THEIR BASKET?
2.5
serves of lean meat and alternatives purchased by Australians per day
What’s in their basket?
194%
rise in plantbased protein purchases 2019–2021
47%
increase in canned legume purchases 2017–2021
Working from home – so not having
to be up as early and commute – has meant I’ve had more time at home to cook meals from scratch.”
Sarah de la Mare,
SURVEY RESPONDENT| HEAD OF COMMUNITY & SPONSORSHIPS
George Institute for Global Health’s FoodSwitch: State of the Food Supply report (April 2019, August 2020, December 2021) based on mean Health Star Rating compared with Coles, Aldi and IGA. Sourced from the Living Healthy Report 2022, published by Healthy Life.
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Get in touch Talk to us about our unique, customer-focused media solutions Contact your Cartology representative for more information