Cartology has introduced a new media approach that unites brand building and performance marketing for partners.

The retail media business’ Unified Planning Strategy is said to leverage the full connected customer journey to drive measurable results in today’s complex and fragmented media landscape. 

In roadshow events last week, Cartology brought together almost 300 brands and agency partners to showcase how its end-to-end media solution delivers “superior” outcomes for brands.

“So often, brand and trade budgets are kept separate, often leading to a disjointed and often confusing experience for our customers on their journey through the messy middle of decision making,” says Robbie Lawson, Cartology’s General Manager of Client Partnerships and Strategy across Everyday Needs.

“Retail, however, is one of the few environments where mental and physical availability can meet in the same critical moment of choice. 

“The best creative campaigns don’t force a trade-off between brand and conversion. They come together to do both, bringing great creativity into the moment where brands are chosen.”

In a study of over 3000 campaigns, Cartology’s ‘Insights and Effectiveness Playbook’ demonstrated a tangible strategic blueprint for brands:

• New product launches with retail media support achieved 70% higher sales and 75% more customers.
• Customers are won and lost at the digital shelf with 70% of connected customers purchasing items in store within seven days.
• Combining search and display media boosts engagement, delivering up to a 28% higher click-through rate. 
• Full journey campaigns deliver twice the number of new customers and a 35% lift in average weekly sales. 
• Retail out of home drives penetration and works even harder when aligned to a brand’s promotional calendar with an average of 21% more new-to-brand sales and 54% more new-to-brand customers.