Woolworths, despite competitor Coles spending almost $12 million more on digital advertising over the past three years, leads for app downloads.
Data from market intelligence company Sensor Tower and its digital ad spend tracking platform Pathmatics shows the Woolies app with more than 3.5 million downloads between 2019-2022 to date versus 2 million at Coles.
Coles spent almost $55 million on digital advertising between 2019-2022 to date. During this period, Coles spent $2 million promoting garlic bread and parmesan cheese over a two-week period which was one of their best-performing ads.
Woolies spent $43 million over the same three-year period. Woolies spent $740,000 in one day promoting a COVID safe message encouraging shoppers to shop via their app.
Tom Cui, MD APAC at Sensor Tower says: ‘“Over the past three years, there have been significant shifts in the way consumers do their shopping, fast-tracking the movement to digital shopping and this trend looks to only continue. It’s never been more important for a retail outlet to have an optimised app experience, even when it comes to supermarkets, as Aussies have become accustomed to the ease and convenience.
“Now we face another challenge - the threat of a recession. Whilst supermarket shopping is deemed a ‘necessity’, even the major stores could face challenges as inflation rises and purse strings tighten."
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