Woolworths’ Cartology builds digital screen footprint

Australian retail media business, Cartology is working through its major retail marketing plans as it sets out to install over 1000 digital screens by this July. 

The data-based marketing company partnered with retail property group, Vicinity Centre for the rollout earlier this year. 

Under the rollout, the first phase of screen installations in Chadstone shopping centre is now complete, with around 100 new small format screens installed alongside the existing large format network. 

Cartology announced via LinkedIn that screen installations are also underway at a further 53 centres with more than 242 small format screens now live. 

Other shopping centres in the line up include Sydney’s Chatswood Chase, Emporium Melbourne and QueensPlaza, plus other regional centres across Australia.

“These complement the existing 134 Vicinity large format screens now live through Cartology, as the rollout of Australia’s largest retail out of home network continues,” the company said. 

Mike Tyquin, Cartology managing director said, “We’re pleased to be underway with a significant rollout that’s flexed our procurement and installation management muscles while doubling down on our retail out of home proposition and insights offering. 

“We’re going big in coverage as we build momentum around a market leading retail out of home network that offers renewed potential for brands to reach customer audiences at scale and whilst tapping into Cartology’s unique customer insights,” Tyquin said. 

The major Melbourne-based shopping centre receives roughly 20 million annual visits and is the first to undergo work with Cartology. 

Upon Cartology’s launch Woolworths also commenced a digital screen network rollout in 2019 plus a new performance tracking modelling to assess campaign effectiveness.

At the time Tyquin said, “We are excited to officially launch Cartology today to our partners and be in a position to further innovate retail media in Australia to better connect customers to the brands they love to shop.”