Cartology, the Woolworths Group’s retail media business, is rolling out a network of 228 digital screens at the entry of Dan Murphy’s stores.
The screens will offer drinks brands a highly visible, immediate channel to engage with shoppers at a valuable moment to inspire purchase decisions.
These build on Cartology’s 975 network of screens positioned at the entrance to Woolworths supermarkets.
“With the introduction of our Dan Murphy’s screen network, we have a unique opportunity to reach 9.3 million customers," says Mike Tyquin, Cartology’s managing director.
“It’s an exciting opportunity to give drinks brands a direct path to inform and impact our highly engaged Dan Murphy’s customers, at a moment when they’re looking for inspiration.”
Diageo, whose brands include Johnnie Walker, Gordon's Gin and Smirnoff, is one of the first advertising partners across the digital screen network.
Cartology launched its digital screen network across all Woolworths supermarkets in September last year and has already seen the potential of its highly visible digital screen model to drive sales outcomes.
“We’re looking to replicate the successful model we’ve established across Woolworths stores to achieve significant campaign results for our drinks partners, as we have already for many of our supermarket brands," says Tyquin..
A digital screen will be installed at the front of 228 Dan Murphy’s over the coming months, with the final rollout to be completed in Victoria as COVID-19 restrictions ease.
Cartology will also be launching an agency offering in November, in addition to its current brand partnerships.
The move will provide media agencies and their client brands access to market-leading data, digital and eCommerce assets across Cartology’s omni channel offering, including its digital screen networks, in-store POS, Cartology’s Promoted Products and Woolworths Fresh Magazine.
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