Cartifacts Issue 5

cartifacts FIFTH EDITION

Cartology's

must-read

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

CARTIFACTS

Welcome to the latest edition of Cartifacts

T

his month, we rewind to our recent three-part Mumbrella content series in which Andrew Hicks (CMO, Woolworths Group), Amanda Bardwell (Managing Director WooliesX) and Zulfiqar Mahar (Vice President, Marketing and Commercial Operations - Procter & Gamble) shine a light on how the industry is responding to an epic year of customer transformation. What’s clear is that whilst the needs of many customers remain consistent, it is the level of expectation around these needs that have significantly elevated.

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Speaking of transformation, the customer experience trajectory has hit light speed as COVID has seen customer trends leap forward three years in the space of three months, especially when it comes to digital and ecommerce convenience. This month, we chat to Woolworths’ Chief Transformation Officer, Von Ingram to explore the businesses response to the new customer landscape powered by digital, as customer expectations continue to accelerate.

We showcase Cartology Reporting, and our enhanced measurement capabilities, which has commenced its exciting roll-out, before finally delving into Woolworths’ refreshed brand campaign,‘Today’s Fresh Food People’, and how it came to life.

Enjoy the read!

Jodie Koning

Head of Marketing and Insights

Cartology reporting closes the loop How Cartology's new reporting measures up.

With Cartology’s business capabilities going from strength to strength, phase one of our new reporting platform has gone to market.

The new Cartology reporting capabilities represent a significant step forward. As a result, we now have a clear roadmap of enhancements to be released in stages over the coming months.

Over the last 12 months, the Cartology team worked extensively with clients to obtain important feedback on reporting and determine the improvements they would like to see. As a result, we now have a clear roadmap of enhancements to be released in stages over the coming months, starting with providing greater campaign accountability and helping our clients better understand campaign performance.

The power of three Offering three key enhancements, the first

phase offers faster reporting, omni-channel reporting capabilities and an increase from six to 30 metrics, allowing for a deeper understanding of a campaign’s performance.

By pulling data from our booking and campaign delivery systems, Cartology can now produce a fully automated, in-depth end of campaign report within three weeks of the campaign’s completion.

Delivering on our promise Not only will advertisers get their campaign results quicker than before, this expedited delivery also serves to help inform forward planning for future campaigns with Cartology, by including omni-channel and channel specific data providing integrated reach and sales across the entire customer journey.

With more enhancements still to come, this is just the beginning.

WHAT'S NEW: ✔ Fully automated

reporting means greater accuracy and less manual intervention.

✔ Ability to split new to

brand and new to SKU results.

✔ More granular reporting

and the ability to view campaign burst results.

✔ Faster turnarounds

for re-run reports.

✔ Capability for hero and

halo reporting depending on clients’ objectives.

✔ Deduplicated results

by channel.

✔ Omni-channel PCR

now reduced to two sources (previously five).

✔ POS results consider

compliance reporting in results.

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CARTIFACTS

Customer transformation and the future of retail What have we learnt through the experience of the past 12 months that can carry through and shape the future for e-commerce and shopper transactions within retail and shopping environments? In a three part series Woolworths, Cartology and brands discussed how the industry is responding to a year of customer transformation.

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Digital is the new front door for brands in the customer-led era.

The explosion in digital engagement driven by COVID is well beyond anything brands could have anticipated just 18 months ago. Not only has the number of people online grown, but the level of deep engagement has equalled

that growth. WooliesX Managing Director, Amanda Bardwell unpacks the importance of starting with the customer first and deeply understanding their journey, both online and in-store.

click to watch

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Customer-centricity - as change accelerates, it is the one constant.

Woolworths has seen COVID accelerate and concentrate a number of trends in shopper behaviour.

Woolworths CMO Andrew Hicks spoke to Cartology Managing Director, Mike Tyquin about how a customer-centric mindset and timely adaptation to shopper behaviour can help brands stay ahead of the rapidly evolving customer landscape – and it’s the small things that make a big difference.

Click here to view

Cartifact Did you know there are 24m weekly page views of the Woolworths digital catalogue?

Source: woolworths.com.au, first party data, 2021

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CARTIFACTS

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Customer-centricity defines Procter & Gamble’s advertising, e-commerce, and digital content strategy.

As Australian shopper behaviour has shifted over the past 12 months, Procter and Gamble (P&G) has experienced monumental customer change, with digital being the inflection point.

"Digital is the new front door of retail business, and the new world is a customer-led one."

It has seen P&G reinvent its brand advertising, media channels and content platform to reach mass audiences with targeted precision and has made customer centricity even more critical.

P&G Australia and New Zealand Vice President of Marketing, Zulfiqar Mahar discusses the changes in customer behaviour and key themes amongst Australian shoppers.

Click here to view 5

CARTIFACTS

If anyone knows customer tran it’s Woolworths' Von Ingram Woolworths’ Chief Transformation Officer, Von Ingram shares how customer behaviours transformed over the past 18 months and how Woolworths are listening and responding to customer needs in this new customer landscape of more, faster, now. customer trends, and transforming the business in an agile way to meet customer needs.

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he customer experience journey began in earnest at Woolworths in 2016 – starting with getting the store experience right: great fresh food, good product availability, clean trolleys, accurate pricing tickets and friendly staff in stores. Since then, the customer experience trajectory has hit light speed as the pandemic saw customer trends accelerate, leaping forward three years in the space of three months, according to Woolworths’ Chief Transformation Officer, Von Ingram.

In her role, Ingram ensures that Woolworths’ strategy is customer-led. She is responsible for customer insights and advocacy, understanding customer macro trends, setting the strategic direction for the Woolworths Group based on those rapidly evolving

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This involves building capabilities for the group, such as a more agile quarterly planning cycle, making sustainability and investing for the future via Woolworths’ venture capital arm W23 part of the strategy, and working with business accelerators which go deeper into what customers want.

If it sounds like a broad remit, it is. But for Ingram, the strategy is single-minded: listening to customers, deeply understanding their needs and responding to them is where retailers’ growth comes from.

Customers want it sooner, faster and more of it.

“We started in 2016 to look at customer experience and as we listened, we started to make changes to make it easier for customers to shop our stores. Now we are focusing more on consistently good experiences – great fresh, fresh product availability, the way we care for customers, and making it easy for people to get in and out of stores quickly,” Ingram said.

“We know that when customers have good experiences with us they become advocates and shop across the business and recommend us to friends and family.”

nsformation, The last 18 months of the pandemic, with the easing and tightening of restrictions and ongoing lockdowns, has had a profound effect on customer behaviour at Woolworths. Not only profound, but profoundly rapid behavioural change.

searching for meal inspiration, boosting their rewards offers, arranging a direct to boot pick up, and using Q-tracker to check how busy stores are.

Woolworths works to make the digital experience easy and seamless, tailored specifically to our customer’s needs.

“We’ve been looking at how customer macro trends are evolving for quite a few years and what we’ve seen during the time of the pandemic is that four macrotrends have been amplified: the rise of convenience, health and good for me, good for the planet and caring for the community.”

It’s little surprise that Ingram nominates the word ‘change’ to best describe her role.

Responding to customer needs has seen the evolution of Woolworths Group’s ecosystem. “In three months, customers accelerated their behaviour forward by about three years, especially when it comes to digital and e-Com convenience,” Ingram said.

Digital has fuelled the customer desire for convenience, becoming a new door to Woolworths and creating multiple touchpoints to meet our customers.

They are engaging digitally in a number of new ways: click and collect, creating and curating shopping lists,

“Retail is going through such incredible change as we listen to customers and the way they want to shop. Retail at its core is about getting great products to customers – but the new customer landscape is about curating the range,

personalising the value, having a great store experience or delivering direct to where customers are,” she explained.

“What we are seeing is that we need to change, customers want to choose their own adventure through our business and we need to be where they want us; whenever and wherever they want to shop.”

And so, the adventure begins.

DIGITAL AT A GLANCE *

52m+ monthly unique

*

96% of online customers

visits to woolworth’s website and app.

browse during their online shop.

*

70% of customers research

*

online and buy in-store.

for inspiration.

49% are actively looking

*Source: 52m+ Woolworths Quantium, average monthly in-store visits 10/03/2021-24/08/2021; Woolworths Quantium, average monthly in-store transactions 29/07/2020-27/07/2021; Adobe Analytics, average monthly homepage visitors and searches 06/07/20 - 04/07/21 (web and app); Roy Morgan Magazine readerships (AIR) 12 months to May 2021. 9m + Woolworths Quantium average weekly customers 4/08/2020 - 27/07/2021 of 9183424 divided by ABS population as at 4/8/21 25797188 = 36% = 1 in 3 Australians. Woolworths Quantium, average weekly customers & transactions 4/08/2020 - 27/07/2021. 20m Woolworths Quantium, average monthly visits 01/07/2020-29/06/2021 (includes instore and online) Adobe Analytics, average monthly unique homepage visitors, average monthly website visits and average monthly searches 06/07/20 - 04/07/21 (web and app). Woolworths Quantium, average monthly transactions 29/07/2020-27/07/2021 (in-store). Roy Morgan Magazine readerships (AIR) 12 months to May 2021.

All others sourced: Source: Cartology In-Store Shopper Study 2020. Woolworths In-Store Shoppers n= 779 Cartology eCom Shopper Study 2020. Woolworths.com.au Customers n= 780. T Garage, Cartology Shopper Insights, November 2019.

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CARTIFACTS

Getting to know Jessica Hunter Jessica Hunter is Head of Brand and Agency Partnerships at Cartology.

Her mission is to drive real customer impact for brand partners through Cartology’s unique omni -channel offering and customer insights.

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What's the best thing about working at Cartology?

I have been taught to always surround yourself with people who lift you higher. People who teach you, motivate you, inspire you and encourage you to be the best version of yourself.

Every day at Cartology I am surrounded by people that lift me higher. It’s now my mission to hire great talent that can do the same for others.

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What’s exciting for brands who partner with Cartology?

For 96 years Woolworths has built an incredible customercentric brand with over 50 million interactions a week.

The business' unwavering dedication to customers,

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Source: Woolworths first party data 2021.

especially over the pandemic has resulted in the title of Australia’s number one most trusted brand.

Our clients can speak through our trusted brand channels, reaching 13.1m+ category buyers at scale to deliver their powerful brand campaigns; something that has only just become accessible to marketers and media agencies.

It’s no longer about reaching audiences; it’s about connecting with customers to help brands grow.

Q

Looking over your career, what makes you proud?

I have been fortunate to have helped launch Australian media businesses throughout my career.

My favourite part of the process is the recruitment of a new team. After each successful interview it’s hard to contain my excitement! The team continues to sit at the heart of my purpose. They are the face, voice, and our marketplace influencers. They are our most trusted and reputable brand ambassadors.

CARTIFACTS

"There is something magical when reflecting on where and how we started; recognising how far we came and what we achieved together."

There is something magical when reflecting on where and how we started; recognising how far we came and what we achieved together. This time of reflection is always a proud moment for me.

Bleeding and bruised, Dad wiped my tears. Trying to lift my spirits he said, “Jess, how about we get back on that swing?”

I got back on that swing.

Q

What's the best advice you have been given?

As a child we had a swing in the backyard. Being an adventurous five-year-old, I repeatedly told Dad to push me “higher, higher!”

Dad listened to my plea and pushed a little more each time. Flying through the air, I was loving every moment of these new heights… which came to a sudden halt when I flew off and onto the hard, rocky ground.

(logo1)

Always on my shopping list ✔ Vitapet

Dog Chewz

The only way I can get my sproodle back on her leash after a play at the park!

✔ Zucchini

To make my Nonna’s fritters

✔ C obs

Popcorn

My go-to snack

✔ Guilleteau

Le Fromager Double Cream Because sweet

dreams are made of cheese!

✔ Frantelle

Pineapple + Orange water

The perfect mixer for a weekend cocktail!

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

oolworths 1 W

read

open first eStore in Maroochydore, Queensland

2 C artology partners with YouTube

3 Why retail media

is the ad industry’s sleeping giant

4 Woolworths partners

with Uber to bring groceries to your door

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CARTIFACTS

Say hello to Today’s Fresh Food People A fresh new take on the Fresh Food People.

If you tuned in to the Olympic or Paralympic Games recently you might have noticed an abundance of green on your screen, with the launch of Woolworths’ refreshed ethos and brand platform, ‘Today’s Fresh Food People’.

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ore than just a brand platform, Woolworths’ new ethos is a reimagining of ‘The Fresh Food People’ with a focus on today’s customerled world. Today’s Fresh Food People will come to life across the entire shopping experience, both in-store

Fresh new look!

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and online with an ongoing commitment to five customer propositions, celebrating Australian Fresh, Making Healthier Easier, Caring for All Australians, Growing Greener and Get Your Woolies' Worth.

The campaign element by creative agency The Greenhouse Sydney, highlights the heart of Today’s Fresh Food People, our customers and our team.

It shows the myriad of ways we care for our customers, every day. How we continue to champion locally grown fresh food and celebrate the people who bring it to life, the diverse and hardworking Woolworths team.

The campaign also shines a light on how Woolworths is helping the country grow greener by stepping up

our commitment to a more sustainable future.

The new TV ad premiered during the Opening Ceremony of the Tokyo Olympic Games in July, highlighting Woolworths’ proud partnership as fresh food partner of the Olympic and Paralympic Games.

"Fresh food plays a huge role in helping our world class athletes train and perform at their peak, and this felt like the right opportunity to celebrate a new chapter with our customers” said Woolworths Group Chief Marketing Officer, Andrew Hicks.

“We’ve been known as The Fresh Food People for more than 30 years; it’s an important part of our identity and heritage. Now is the right time to start a new chapter with Today’s Fresh Food People.”

Today’s Fresh Food People positioning is being well recieved by our customers and team...

The approach to green and communicating our ethos in an uplifting and engaging way is resonating well. Initial metrics and diagnostics are positive. Customers are enjoying the ad and responding positively to how it makes them feel about our brand.

CASSIE WHEELER Head of Brand Communications

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