Data-driven shopping: Mike Tyquin outlines Cartology plan

Industry Contributor 27 Jul 2019 - 2 min read

Data-driven shopping: Mike Tyquin outlines Cartology plan

By Paul McIntyre - Executive Editor

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Tags: woolworths, Cartology, data, marketing, advertising, retail

Former Adshel and Eye chief executive Mike Tyquin says Cartology will help brands boost sales by up to 70 per cent as it begins its supermarket screen rollout (AFR).

Key points:

"Weʼre moving well beyond generic targeting … that most media companies are working with” – Tyquin
“You won’t see lots of screens [in stores] … but targeted screens that are very relevant to the point of the shopper journey” – Tyquin
Paid search now available for supermarket suppliers
Screen network rollout complete Q2 2019/20 for supermarkets, BWS, Dan Murphy’s, Big W to follow

Now Tyquin and Cartology have broken cover, expect them to be extremely active with media agencies and marketers in the coming months.

Putting screens in front of people pushing shopping trolleys at the last point before their purchase decision makes imminent sense.

Across Woolworth’s growing digital media and analytics stack, Tyquin suggests its transactional level data can boost sales up to 70 per cent, and puts Woolies ahead of the competition (which is now other media channels). But if it’s promising that kind of uplift, it has to deliver the goods.

For more on the rise of retailer media businesses, read Mi3's marketing funnel wars deep dive, or listen to Paul McIntyre, Andy Lark and Jon Bradshaw discuss whether not Woolworths can crack the ad business via the Mi3 podcast.