Cartology

Cartology is the standalone retail media business for woolworths-group, operating as one of the most prominent retail-media-networks (RMNs) in Australia. It was previously deeply integrated with endeavour-group prior to their demerger.

Cartology monetizes Woolworths’ massive first-party loyalty data and digital real estate, generating nearly $750 million in estimated annual revenue. It provides closed-loop targeting from “trolleys to touchscreens,” offering digital inventory such as promoted search auctions, sponsored deal tiles, targeted 1:1 eDMs, and in-store digital real estate (e.g., electronic shelf labels and digital endcaps).

The rise of Cartology exemplifies the shift from traditional slotting-fees-beverage-industry to ongoing digital pay-to-play models, contributing to the-double-dipping-paradox where brands must pay both physical and digital tolls to secure retail visibility. It acts as a direct competitor to Coles 360, the proprietary RMN of coles-group.