cartifacts SECOND EDITION
Cartology's
must-read
+ The latest from research, insights and the retail media industry
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Welcome to the second edition of Cartifacts Cartifacts will feature great insights every month, to give you a taste of the expertise we offer our clients at Cartology. This edition, we’ll be exploring the role of digital as part of our customers’ shopping experience. As digital continues to be a key enabler and consumer behaviour shifts, brands are increasingly focusing on their digital experience. We will explore a key Cartology offering, Branded Shop, with insight into this solution and case studies highlighting the benefits and impact. See the creative ways our clients are unlocking this opportunity. Woolworths.com.au traffic has increased by 70% in the last year and continues to trend upwards. This represents a significant opportunity for brands to capture and convert that audience. The role of digital 2
isn't just about driving online conversion. It is also about influencing and inspiring that in-store purchase, with over 60% of online visits resulting in an in-store transaction. At Cartology we are focused on building solutions for brands to engage with customers and drive real customer impact. So sit back and enjoy the read.
Mark Mansour
Director of Client Partnerships & Sales
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Winter health & beauty As customers emerge from the challenges of the past 12 months, the health and wellbeing of themselves and their families has taken on renewed importance. This winter, customers will be looking to be prepared for the cold and flu season and will seek inspiration and guidance as they transition their beauty regime.
Want to connect with health and beauty customers?
Here are some winter health and beauty customer insights from 2020: Older families and mainstream customers were most likely to indulge, and indexed highest on beauty products. During winter there were over 3.6m health (medicinal) and 12m beauty (toiletries) transactions each month.
Within Medicinal, spend per customer on sore throat products increased by 10%
Partner with Cartology and Woolworths this winter season. For more information, get in touch with your Cartology representative.
Hair colour purchasing increased by 16% Personal wash purchasing increased by 42%
Source: Woolworths first party transaction data (2020) vs the 13 week period prior.
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Case Study: Woolworths Disney+ Ooshies
BACKGROUND
CAMPAIGN OBJECTIVES
In August, Woolworths stores ran a collectables campaign unveiling 36 exclusive Disney+ Ooshies to collect.
Engage Woolworths' customers and surprise and delight them along their Woolworths shopping journey.
With every $30 spent in-store or online, customers were able to collect one Disney+ Ooshie, as well as bonus Disney+ Ooshies when purchasing Participating Suppliers products.
Encourage and drive incremental sales for the 19 participating brands.
The campaign had huge engagement for our customers, in fact it was our most successful collectables campaign yet. 4
SOLUTION An omnichannel campaign, including digital and in-store activation to support and leverage Woolworths' significant marketing program. *Source: Woolworths first party transaction data (2020) *All numbers are an average across participating suppliers
The Disney+ Ooshies campaign was Woolworths' most successful collectables campaign,driving a 51% sales uplift for Participating Suppliers Check out the video Click here
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Case Study: Rum BACKGROUND
and online assets: eDM, window decals, Identifying a decline in category sales, this campaign external panels, FOS was designed to reinvigorate media, category collection, digital screens, wobblers the Rum category. and Branded Shop. CAMPAIGN OBJECTIVES Leverage awareness from sport season to drive category growth and brand sales. SOLUTION Partnering with Cartology to align bursts of activity against key sporting events and bring this to life through in-store
RESULTS
✔ +16% sales uplift over the 6 month campaign period
✔ +6% increase
in Category Share for the Rum brand
✔ +35% category growth over the 6 month period
80m impressions Cartology assets 148K impressions Cartology digital *Source: Source: Woolworths first party transaction data (2021)
The campaign offset the decline in the rum category due to a growth of 35% over the 6 month period. 5
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Branded Shop driving messaging versatility & engagement for brands We interviewed Cartology’s Mark Mansour, Director of Partnerships & Sales, to discuss Branded Shop, and the opportunities for brands to create better connections with digitally enabled customers.
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What is Branded Shop?
Branded Shop is a bespoke digital destination for brands to better engage customers on Woolworths.com.au. As a brand you have the ability to influence the creative execution, experience and the curation of products to meet your short or long term campaign and e-commerce objectives.
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Why did we create this product?
As our platform has evolved and customer missions have changed, we clearly saw their needs online focused on two primary objectives, e-commerce utility and brand discovery. We developed Branded Shop to bring both of these elements together in a singular experience for customers, enabling them to understand more about a product, to be inspired
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Cartifact
with recipes and longer form content.
Did you know, our customers don't just head to Woolworths.com. au to purchase groceries? In fact, 44% have told us that their main purpose for visiting the website has been to compare product prices, and 33% are there to discover new brands and products.
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Why is this offering unique? What is the benefit to brands? It is unique because each experience is bespoke, based on our client's objective. No two Branded Shops are the same. This also means that brands are more in control than ever before in being able to convey their unique brand identity to customers. With Branded Shop we can develop a linear commerce experience or create hybrid destinations with dynamic content, gamification and immersive video content. A significant benefit is having the ability to influence customers on the most visited grocery retail website in Australia and drive more e-commerce transactions for your brand.
* Source: Cartology eCom Shopper Study 2020. Woolworths.com.au Customers n= 780. Do you look for inspiration for what to purchase on Woolworths.com.au
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Branded Shop: creative showcase Convert with clickable eCom integration RB – Pest Solution
Engage and inspire customers DIAGEO – Christmas Cocktails
Tell your brand story NIVEA – Sustainability
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Industry insider
Promote your product range COCA-COLA AMATIL
Check out the latest news and global trends from the retail industry.
click to read
ost trusted brands: A compound of 1 M
personal experience and public perception
acy's touts new media network, which 2 M already generates $35M annually
3 Delivering growth through a customerfocused agenda
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Getting to know... Dr Willem Paling Dr Willem Paling who currently heads Cartology’s new activation business, takes on the role after leading analytics across marketing, digital and customer experience. Paling was trained in graphic design and raised to write code from a young age. He went on to complete a PhD in cultural research while forging a broad career across marketing, data science, digital, and visual communications design. What's the most exciting thing about working at Cartology? It’s our media assets and the data. In combination. I’ve always loved how simple and smart paid search is. People say “I want to buy this” and you have the opportunity to present 10
an ad in that immediate moment that can solve their need. What an amazing ad product. The most important data point for any search engine is that search keyword, which is hugely valuable for just a fraction of a second in which they run the auction. The beauty is that advertisers can respond to it in real time. There are so many parallels in retail media. It’s advertising for people who are already engaged in searching for a product to purchase. It’s amazing. I’ve spent a lot of time studying attribution and effectiveness clientside, running attribution
studies in all types of media. With the products I’ve worked with, it is incredibly difficult to pull people into market with advertising. If you know someone is in market, inspiring them to change the brand they buy is easier. It’s amazing to be working with insights that illustrate shopping behaviour down to weekly increments. And the single most predictive dataset for future shopping behaviour is what people have brought over the last few weeks or months. It’s a wonderful combination for effective advertising. And
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that’s incredibly exciting as we continue working with brands to connect with customers in new ways. What are the big opportunities for brand partners when working with Cartology? All the work I did on attribution studies really developed my appreciation for brand media. I worked in performance, and I love driving sales. In coming to understand how much of marketing is not driving a short term outcome, you recognise it works through a longer term mechanic that is much harder to measure. And that’s what brand marketing does. Of course marketers have always known this. But coming from a background in cultural research and software development, I learned that more slowly. The data that Woolworths has, combined with the increasing availability of addressable brand media in connected TV, online video, connected audio, means that brands, who have the goal of mass reach – reaching all category buyers, can move from a buying position informed, to include a layer of category targeting, reaching known category
buyers. If you have a product that is bought by 30% of the population, you’d move from 70% wastage with an untargeted buy, to maybe 50-60% wastage using contextual targeting, to zero wastage in an addressable extension.
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Always on my shopping list According to quick reorder, it's these... ✔ Cucumbers
My daughter eats them whole.
✔ C apsicums
They end up in everything. School lunches, pastas, salads.
✔ Hummus
Generally Obela, sometimes Pilpel.
✔ L actose
free light milk
My wife's preference.
✔ Mayver's
crunchy peanut butter
We go through a lot.
What can we expect from your team? ✔ We’re improving and integrating our off platform media products – that is activating Woolworths data to buy media that is not Woolworths-owned, e.g. addressable media – display, online video, catch-up TV, social. ✔ Understanding our customers, what they buy, when they come into market, how they consume media. ✔ Delivering and improving our campaign reporting and advanced attribution products. Developing new products to conduct incrementality studies, and measure to both short-term sales, and long-term brand outcomes.
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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 year 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 Woolworths saw was a vast leap in contactless payments – a trend that’s here to stay. Now that customers are back in-store, 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 Woolworths app by introducing the smart new Scan&Go function.
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 available at 25 Woolworths stores in Queensland, NSW, Victoria and WA for Everyday Rewards customers who use the Woolworths app. How does it work? Customers download the Woolworths app, log in and
link their Everyday Rewards card 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.
The app lets customers: ✔ Skip the queue ✔ Pack as they go ✔ Pay in-app, no need for cash or cards ✔ Earn Everyday Rewards points automatically ✔ Track their spend and receipts in the one place; and ✔ Enjoy a contact-free checkout experience.
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Woolworths Cabramatta renovation
“Our brand objective was to develop an Asian focus overlay, to the current communications toolkit” "I'm so proud of all the teams involved in delivering a truly Woolworths experience with a twist." JASLEEN LAMBA – IN-STORE MARKETING & INNOVATION DEVELOPMENT MANAGER, SUPERMARKETS
Give them the fresh feeling After undertaking a survey within the local community, our Cabramatta store received a revamp earlier this year.
Robust customer research was conducted, which gave us key insight into our customers and their requirements along
their shopping journey. We evolved the store to reflect customers' feedback through an extended range, in-store destination, amplified marketing POS and in-store theatre, to provide an engaging and inclusive environment. 13
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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 woolworths.com.au- log on and find a quick dinner recipe!
Get in touch Talk to us about our unique, customer-focused media solutions Contact your Cartology representative for more information