Retail media hits BIG W, as Cartology extends its services to the chain store

On Friday this week, Cartology will become the exclusive retail media partner for BIG W, connecting brands with customers both in-store and through digital services. The company has also hired Network 10’s Sophie Hicks Lloyd to head up the offering.

Cartology is Woolworths Group’s retail media business, and currently only services Woolworths supermarkets and previously Dan Murphy’s, through digital screens. Now it will extend its services to all 176 BIG W stores nationwide, and with 18 million monthly visits to, the company said the partnership will provide “brands with new ways to reach real customers on their omnichannel journey”.

Tyquin with one of the Dan Murphy screens, soon to launch for BIG W

Mike Tyquin, managing director at Cartology said: “It’s no secret that retail media is a growing industry. BIG W is a much loved brand for Aussie families and our partnership is an important step in expanding our Everyday Needs proposition to enable brands to connect with those BIG W customers. With Cartology, brands have a unique opportunity to reach their customers with unrivalled retail media touchpoints to inform, inspire and drive purchase across one of Australia’s most trusted brands – BIG W.”

“For our clients, the partnership will unlock new products, new capabilities, deeper customer understanding and more impactful solutions to deliver real customer impact and help brands grow.”

BIG W previously handled some retail media services in-house.

As part of the move, Cartology has hired Sophie Hicks Lloyd from Network 10 as head of client partnership and sales – BIG W to lead the store’s proposition at Cartology. Hicks Lloyd joins after spending six years at the network, recently as digital sales director.

Sophie Hicks Lloyd joins Cartology from Network 10

The range of services will include a front-of-store digital screen network, expanded in-store point of sale products, and digital advertising across the website. The products will launch to market by September, according to Cartology.

Commercial director at BIG W, Amanda Lunn said: “BIG W’s partnership with Cartology marks a key moment for our business and partners. It not only provides us with exciting new opportunities to elevate the brands Aussie families know and love, but also creates an easier shopping experience by connecting our brands and customers. We’re excited to work closely with the team at Cartology to make a real difference for families as BIG W becomes famous for our family favourites in apparel, all things baby and kids, celebrating family moments and everything home. We also look forward to elevating further some of our key events including Toy Mania and Easter.

Mike Tyquin spoke to Mumbrella earlier this year, alongside other retail media figureheads, to preview the rapidly growing space in the Australian market. This month marked the third anniversary of Cartology’s launch, with rivals Coles setting up shop earlier this year.

Coles hired Paul Brooks, director of sales at Nine and former CEO of Carat to run its Coles Media business, with Mumbrella later reporting his former colleague Sam Hegg would also be joining the ranks.


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