Advertisement
Australia markets closed
  • ALL ORDS

    8,153.70
    +80.10 (+0.99%)
     
  • ASX 200

    7,896.90
    +77.30 (+0.99%)
     
  • AUD/USD

    0.6524
    +0.0006 (+0.09%)
     
  • OIL

    83.11
    -0.06 (-0.07%)
     
  • GOLD

    2,254.80
    +16.40 (+0.73%)
     
  • Bitcoin AUD

    106,411.72
    -2,789.29 (-2.55%)
     
  • CMC Crypto 200

    885.54
    0.00 (0.00%)
     
  • AUD/EUR

    0.6044
    +0.0010 (+0.16%)
     
  • AUD/NZD

    1.0897
    -0.0005 (-0.05%)
     
  • NZX 50

    12,105.29
    +94.63 (+0.79%)
     
  • NASDAQ

    18,254.69
    -26.15 (-0.14%)
     
  • FTSE

    7,952.62
    +20.64 (+0.26%)
     
  • Dow Jones

    39,807.37
    +47.29 (+0.12%)
     
  • DAX

    18,492.49
    +15.40 (+0.08%)
     
  • Hang Seng

    16,541.42
    +148.58 (+0.91%)
     
  • NIKKEI 225

    40,369.44
    +201.37 (+0.50%)
     

Brands can now pay to be top result on Woolworths online store

Woolworths online store on left, Woolworths storefront on right.
Images: Yahoo Finance screenshot and AAP

Next time you search for a product on Woolworths online, the first item you see may not be the most relevant or cheapest product.

The supermarket giant this week launched Cartology, its own retail advertising media business.

The company will use the vast amount of customer data harvested from its loyalty program and its reach of 995 stores to sell ad space to supplier brands.

But shoppers won't just see targeted ads in physical stores – Cartology's digital product Promoted Products will allow brands to buy its way to the top of search results on Woolworths Online and its alcohol brand BWS.com.au.

ADVERTISEMENT

"Australian shoppers are searching Woolworths online platforms for grocery products more than any other digital platform," said Cartology managing director Mike Tyquin.

"Through Cartology’s ‘Promoted Products’, brands will have the ability for increased ‘on-shelf’ visibility in the digital shopping environment.”

These paid top search results will be seen from next week on Woolworths Online, while BWS will follow later.

Physically, Cartology will start in September with video screens at the entrance to supermarkets that show ads from suppliers who have paid for the privilege.

Tyquin said Cartology would make use of all the customer shopping data collected by Woolworths to target campaigns.

"With insight gleaned from over a billion transactions, we can help further support a better shopping experience for our customers across their retail journey at Woolworths Supermarkets and BWS."

The launch of an ad media arm is part of Woolworth chief Brad Banducci's strategy to turn the supermarket into "a platform" that other businesses use for a fee – taking advantage of all the data, infrastructure and reach that the company already has.

Make your money work with Yahoo Finance’s daily newsletter. Sign up here and stay on top of the latest money, news and tech news.