In a move to get brands closest to customers, Cartology has announced the evolution of the in-store shopping experience powered by digital transformation.
The health, beauty and baby aisles of over 400 Woolworths Supermarkets stores nationally will be digitised as Cartology installs a premium, full motion digital, front of aisle screen network.
Through Cartology, brands can understand and target customers across their connected shopping journey based on category specific purchase behaviours. “Recent research has revealed that four in five customers make monthly purchases from the health and beauty category and 68% notice or engage with retail media whilst shopping for health and beauty products1, providing a significant opportunity for brands in the space.”
The health, beauty and baby screen network roll out has commenced and client campaigns will be live from mid-September. The first brands to advertise are amongst some of the biggest names in health and beauty including P&G and Unilever.
Cartology Head of Product and Platform Steve Geelan says, “While over 30% of customers are exhibiting omnichannel behaviours2, in-store remains the leading way to shop with customers enjoying the sensory and face to face nature of the store environment. We understand customer and category specific behaviour and through the new screens network, brands can target messaging within the category, aligned to occasions and needs of customers.”
“The new format digitises the in-store experience, enabling more brands to have a presence at the point of conversion, with greater creative flexibility for integrating brand assets.”
Unilever Customer Director Chris Charlton says, “The opportunity for us to reach customers directly in that key moment for inspiration and conversion is a great unlock in the category. We’ve been able to carry over our brand messaging to the store environment, at what we know is a crucial moment for our customers. We’re excited to see the results of our first digital in-store campaign.”
The expansion is one in a series of Cartology’s screen network growth following on from the Shopper, Metro and BIG W screen networks and is aimed at bringing brands closest to Customers. The full motion digital screen network will directly reach category buyers and active in-store shoppers, complimenting Cartology’s omnichannel solutions to deliver greater impact for brands and a stronger end to end customer experience.
- Source: Woolworths Gather Panel, Category Insights Deep Dive Survey – H&B, August 2022.
- Cartology Customer Playbook. Omnichannel.