From Plan to Purchase
How effective activations bring our trade plan to life
Exciting campaigns and market-leading promotions are a cornerstone of how Woolworths aims to create better experiences for a better tomorrow.
We sat down with Cameron Davis, Trade Planning Manager, and Brendan Gray, Commercial Manager Rewards, to provide you with insights on how successful execution drives sales, builds brand loyalty, and enhances the customer experience.
Why participate? The benefits of Trade Activation
Participating in Woolworths’ events and campaigns offers many advantages. As Cameron highlights, “A primary advantage is a sales uplift, driven by the increased visibility and promotional narrative of the campaign.” Beyond sales, it’s about forging a valuable brand partnership with Australia’s largest supermarket, leading to ongoing brand exposure across various marketing channels. This collaboration can reinforce your brand recognition among our customer base.
Your activation checklist: Bringing campaigns to life
Here’s how to ensure your campaigns are activated effectively, creating impactful displays and driving customer engagement:
Align with the campaign brief
Ensure your brand and products closely align with the campaign’s specific brief and target audience. Consider brand requirements that could impact the partnership.
Focus on sales uplift
Prioritise products that are appealing to the target customer and have the potential to drive sales. Focus on brands with ‘scale and impact,’ i.e., those that have high customer (basket) penetration, brands that are commonly bought, iconic, and sought out by our customers
Leverage available support & resources
A wide array of physical assets (brochures, wobblers, aisle fins, FGE treatment) and digital assets (app tiles, banners, online roundels) are available from Woolworths or Cartology. These resources are designed to present a cohesive and attractive arsenal of marketing assets to drive customer interest, and in turn, traffic.
Understand the end-to-end process
The Commercial team is your initial point of contact. Trade Partners may be approached directly, or they can gain visibility through category planning, reviews, and day-to-day commercial interactions. Once alignment is clear, a program of work is triggered, including in-store point-of-sale, digital executions, end planning, and brochure layouts. The campaign typically concludes with an event ‘wrap up’.
Express interest early
Trade Partners are engaged during the planning stage of upcoming campaigns. You are also encouraged to reach out to your respective Category Manager or Cartology representative for any upcoming opportunities.
Success in action:
Our recent “Big Night In” campaign (21/5 – 8/7) saw participating brand sales grow by +8% compared to last year’s campaign.
Last year’s Collectibles Campaign saw +11% sales growth for participating brands.
Connecting with customers and building loyalty
Woolworths campaigns and events are powerful drivers of growth for both our business, and our Trade Partners. By partnering with us and activating effectively in-store and online, you contribute to a mutually beneficial outcome. Your brand is “top of mind” and receives increased recognition through consistent media support, while encouraging customers to seek out and support participating brands. Connecting with Your Category Manager and Cartology is the best starting point to get your brand in front of customers.
Need help designing a campaign to reach, connect, and engage customers?
Cartology is here to help. With real customer insights, Cartology can connect your brands with the right customers across their shopping journey through online, in-store and off-network solutions. If you’re interested in working with Cartology, speak to your Category Manager or Cartology Representative directly, or get in touch with the team at Cartology via their online form.
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