Australia | Liquor Stores | Praevar


Australia | Liquor Stores

Cartology expands media portfolio with new Dan Murphy's screen network

Monday, 21 September 2020

Cartology - Woolworths Group’s retail media business - is rolling out a new network of 228 digital screens at the entry of Dan Murphy’s stores nationwide.

The screens will offer drinks brands a highly visible, immediate channel to engage with shoppers at a valuable moment to inspire purchase decisions.

These build on Cartology’s 975-strong network of screens already positioned at the entrance to Woolworths supermarkets

Mike Tyquin, Cartology’s Managing Director said:

With the introduction of our Dan Murphy’s screen network, we have a unique opportunity to reach 9.3 million customers.
It’s an exciting opportunity to give drinks brands a direct path to inform and impact our highly engaged Dan Murphy’s customers, at a moment when they’re looking for inspiration.
Dan Murphy 1.png
Dan Murphy 1.png

A new digital screen will be installed at the front of 228 Dan Murphy’s over the coming months, with the final rollout to be completed in Victoria as COVID-19 restrictions ease.

As the retail media business continues to expand, Cartology will also be launching an agency offering in November, in addition to its current brand partnerships.

The move will provide media agencies and their client brands access to market-leading data, digital and eCommerce assets across Cartology’s omni channel offering, including its digital screen networks, in-store POS, Cartology’s Promoted Products and Woolworths Fresh Magazine.

The Science of Retail Media

Customer behaviour is changing. They have more choices than ever before – both in the way they shop, and how they consume media. 

With all this choice, it’s now harder for marketers to reach audiences at scale and grab their attention. But finally in this fragmented world, Cartology can help bring focus. Retail is no longer just a channel to sell products – it’s now a key component in building brands as well. 

Cartology combines customer insights with retail media, to put customers at the heart of everything they do, to create seamless retail experiences.

By combining their rich customer knowledge with their diverse media channels, they can make sure products are shown to the right shoppers, in the right place, at exactly the right time.


Diageo is one of the first advertising partners to promote their drinks brands on the new screens. Diageo’s Chief Marketing Officer, Andrew Oughton said:

We are excited to be one of the first advertising partners across the digital screen network and work with Cartology to drive shopper impact across our brand portfolio.

Cartology launched its digital screen network across all Woolworths supermarkets last September, and has already seen the potential of its highly visible digital screen model to drive sales outcomes.

Mike Tyquin added:

We’re looking to replicate the successful model we’ve established across Woolworths stores to achieve significant campaign results for our drinks partners, as we have already for many of our supermarket brands.

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