Woolworths bolsters Cartology team as Rewards app boosts digital connection with shoppers - Inside FMCG

Woolworths bolsters Cartology team as Rewards app boosts digital connection with shoppers

Cartology team L-R Jessica Hunter, head of agency partnerships, Steve Geelan, head of product and platform, Jodie Koning, head of marketing and insights

Woolworths’ media business Cartology is bolstering its team with four new senior appointments, as it looks to the future of digital engagement in a post-pandemic world.

Jessica Hunter, a former commercial director at Daily Mail Australia, joins the business as head of agency partnerships from June. Hunter will launch the newly created agency sales team, which she said will be an extension of the media agency.

Steve Geelan will take up the role of head of product and platform, bringing over 20 years’ experience across digital and out-of-home, from roles at Adshel and oOh! Media.

Sean Richardson has been appointed senior manager of client strategy, while former oOh! Media Group marketing director Jodie Koning joins as head of marketing and insights.

“Cartology continues to build an exciting portfolio of media assets that connect brands with Woolworths customers in a meaningful way. I am excited about further building our media proposition and driving brand outcomes that are truly measurable,” Koning said.

Cartology, which launched in July last year, uses customer data to help suppliers engage with consumers through personally relevant messaging along the path to purchase. It operates across in-store, publishing and digital channels within Woolworths Supermarkets and BWS.

“At this time, we are seeing a clear acceleration of trends in the retail environment for how customers want to engage with brands, particularly digitally. As we start to think about a world post COVID-19, connectivity to customers is more important than ever,” Cartology managing director, Mike Tyquin said on Thursday.

“Adding this calibre of talent to the senior team to work with our FMCG and liquor client partners will significantly strengthen our marketing, product and partnerships expertise.”

Tyquin said the new hires join at an exciting time, bringing “an amazing track record of delivering results for client partners”.

The media business is responsible for the roll-out of digital screens at the front of every Woolworths supermarket, with relevant messaging specific to the store.

Woolworths managing director and CEO Brad Banducci said at the launch of Cartology last year, that customers needs are changing.

“We’re no longer competing in our shop, we’re competing in the home, a dramatic change has taken place,” Banducci said.

He said that while Woolworths’ number one asset has always been its store network, digital and the data collected through its Rewards programs is now just as important.

“Most importantly with those Rewards programs, we’ve got the data and purchase history of our customers,” he said.

“The big difference in retail is, we don’t always have the most profound data on our customers, but we have the most data in terms of frequency because people shop with us two to three times per week and we understand what they are looking for.”

Woolworths Rewards app launches

On Friday, Woolies data collection took another step forward with the launch of the Woolworths Rewards app on the App Store and Google Play Store.

The app will highlight relevant specials and offers from Woolworths Supermarkets, BWS and BIG W. It will also display the closest participating fuel site to earn points and redeem 4c per litre discount vouchers.

“We want to make it easier for our members to get full value from Woolworths Rewards every time they shop with us and our partners,” Woolworths director of Rewards, Hannah Ross said in a statement on Friday.

“We have thousands of products on special every week and the app will showcase personalised offers based on previous shops to save members time and money. Importantly, the app also allows members to activate offers and bonus points at the click of a button.”

The app also aims to promote contactless shopping, by offering e-receipts and a digital card for in-store scanning.

“A growing number of our members want to transact without paper receipts or plastic cards, and we’re pleased the app will support both,” Ross added.


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