FY21 media kit Why Cartology?

We create data led marketing solutions to connect brands with customers at moments that matter most.

Cartology gives you access to some of 's most valuable and unique media assets. We position your brand where it needs to be on the customer’s path to purchase, including the critical final step of the shopping journey.

Our marketing solutions are built on rich and detailed customer data, giving you unprecedented insights into campaign effectiveness and bespoke solutions to meet your brand objectives.

Every campaign focuses on our three core principles: ⬤ Customer personalisation ⬤ Data-led connections ⬤ Continuous results Cartology is part of the Woolworths Group, and the exclusive provider of media for Countdown . The Cartology team is the central hub for all supplier marketing initiatives across Countdown. We provide an integrated, end-to-end, media solutions service that connects your brands with HowThe Cartology we teamwork is fully integrated our customers. into the Marketing and Category teams, Plan Deliver Evaluate whilst working in unison with all of our We are aligned with the Countdown Marketing and supplier partners. Category teams, enabling us to plan and execute campaigns at the most impactful times for our This enables us to build effective plans that; align Media Campaign Media customers and your brands. with the Countdown strategy, run in conjunction Consultants Specialists Analysts with category priorities and deliver against individual Multi-channel Efficient, accurate Evaluation of media Through Cartology, we provide our supplier partners supplier campaign objectives. campaign planning and timely delivery effectiveness and access to some of New Zealand’s most valuable and shopper marketing of campaigns measures of ROI media channels and the opportunity to talk to a This ensures that we provide consistent, relevant activations captive audience, both in our stores and online. and impactful communications to our customers at all times. Cartology provides a comprehensive, The team has expertise in all areas of campaign activation. We create data-led marketing solutions to full-service solution, from campaign conception, From understanding your objectives and planning the most connect brands with customers, at moments that to execution and evaluation. effective media mix, to implementing the campaign and matter most. undertaking relevant post campaign evaluation. 184 Countdown stores 2.9+ million transactions weekly

1.9 2.4+ million 2.5+ million Visits per week searches per week for Onecard made by the grocery products on members average shopper countdown.co.nz

73.6 million 1.6+ million 1.9 million Online page views personalised online users weekly per month messages weekly Shop.countdown.co.nz

Successfully targeting grocery buyers Want to drive awareness, AW AR EN consideration Online E External delivery S digital S Online sampling Social shopping and purchase? Personalised Direct email mail

Cartology Digital Promoted screen Products network OUT OF STORE

Our multi-channel media P On pack

Digital mailer U stickers

solutions enable brands to R C

H Neck tags Posters FRONT OF reach customers at every A AT SHELF MEDIA STORE S step along the path to E Image tickets In-store radio purchase, providing unique IN AISLE

Product Checkout opportunities to influence Spotters media

Category Aisle fins their purchase decision. specific media In-store Floor graphics sampling N O TI RA Cartology your IDE CONS brand to ourconnects customers, at the moments that matter most. Customer communication pillars The message you communicate to customers is just as important as the touchpoints you use.

Our customer communication pillars are used across all media channels. They provide customers with relevant and recognisable messaging throughout their shopping experience and enable suppliers to deliver clear and consistent communications across multi-channel campaigns.

Category Seasonal Events Events

Introduce and highlight NPD Inform, inspire and educate Drive trial and excite Participate in category-led Communicate at key times The launch is a key stage in the The ‘Try Me’ pillar is used to with offers initiatives throughout the year product life cycle. It is important inspire and educate customers at Reach our most valuable Promote your brand across events Seasonal events and themed to make customers aware of the key activation moments. It is an customers through exclusive in specific categories, through activations are an integral part product, provide them reasons to opportunity to remind customers promotions that engage with promotions, giveaways and stand- of our customers lives, providing purchase and stand out from the of product benefits, unique selling the shopper, motivating them to alone mailers. These events are them with additional reasons competition. The Countdown pink points and provide new ideas and shop the range of your products, key growth drivers, helping to to purchase. They present is a key differentiator, with shoppers suggestions on product use build brand love and switch from draw in new or lapsed customers, opportunities for your brand to associating it with new products competitors whilst driving incremental sales for leverage our campaigns, putting participating products your product front of mind at relevant times throughout the year AWARENESS Out of store Online shopping Countdown's online Engage and influence the fastest shopping website attracts growing customer group 73.6 million pageviews

iPad 9:45 AM 100% iPad 9:45 AM 100%per month Build your brand and drive sales with visually rich and engaging advertising solutions, including: ⬤ Banners (Homepage, Department, Product group and Search) Free Vector (.ai, .eps) Free Vector (.ai, .eps) ⬤ Branded shop Media information iPad Air iPad Air ⬤ Key brand or price messages Mock Up Mock Up ⬤ Feature at the top of the page, driving awareness, trial and stand-out ⬤ High growth medium, with a higher than average basket spend

Designed by: ZQ | www.designbolts.com Designed by: ZQ | www.designbolts.com

Out of store Direct mail Print communications to our most customers, delivered directly helping them valuable plan for their next shop and providing solutions to their buying decisions inform

NEW NEW $1 Any pack purchased OFF from the UNCLE TOBYS Reach 2.5+m active Onecard customers Oats Quick Sachet range *See back for terms & conditions. Offer ends 10th September 2018. Audience Targeted

DISCOVER DELICIOUS Opportunities A4 Letter DL Postcard Bespoke NEW FLAVOURS

A nutritious and delicious breakfast. NEW NEW • No artificial colours, flavours or preservatives Media information • Made with whole grain oats

4.0 ⬤ HEALTH STAR Target specific customer segments with one-to-one RATING communications

New Zealand ⬤ Reduce media wastage, through personalised and Exclusive to Permit No. granular targeting ⬤ Drive trial, brand perception and conversion through Mr Alan Sample Flat 1 123 Sample St Sample Suburb promotion and sampling Sample City

999999

Progressive Enterprises, Private Bag 208045, Highbrook, 2161 Exclusive to Onecard

MAGGI® is changing the way it looks

MAGGI® is giving it’s Gravy packs a fresh new look while still keeping the same great taste….

50c off coupon on the other side

This offer has been sent to you by Onecard. In accordance with the Privacy Act 1993, your name and address have not been provided to Nestlé New Zealand Limited. If you no longer wish to receive promotional offers from Onecard or would like to update your address please visit countdown.co.nz or phone 0800 40 40 40(Mon-Fri 8am-8pm, Sat/Sun 9am-4.30pm)

Out of store Personalised 1:1 eDM Drive and of your brand • RelevantReach customer with a awareness direct 1:1 approach trial reaching highly segments, more likely to engage with your brand engaged, valuable customers powered by New Zealand’s largest customer personalisation engine.

Audiences are selected based on purchasing behaviour, ensuring campaigns are highly relevant and effective. •Encourage Trial through the ⬤ 956,000 email subscribers use of targeted offers and promotions ⬤ Personalised messages deliver 5x better results than traditional methods

36% Open rates 4.1% Click-through rates Automatically• Load offers to the 4% Redemption rates customers Onecard, through our targeted offer platform

Out of store Online delivery sampling customers by givingSurprise them and delightthe opportunity to trial your product.

Reach Campaign dependent Audience National or targeted Opportunities ⬤ Target by product type or specific brand Media information ⬤ Reach a receptive audience, already purchasing similar products ⬤ Encourage trial and conversion ⬤ Build brand perception by providing customers with a free product

Out of store External digital via multiple Targeteddisplay networks. advertising

Reach Campaign dependent Audience National or targeted Opportunities ⬤ Multiple banner formats Media information ⬤ Communicate product and price messages within the Countdown communication pillars ⬤ Opportunities to reach specific customer segments through targeted, programmatic ad buying ⬤ Scalable medium that can be successful at any budget level

Out of store Social media Utilise Countdown’s social 73% of Kiwis use community to Facebook with your brand.drive interaction Engage with 360K Drive interaction with your brand to grow customer Countdown engagement and shareability. shoppers across 2.3m Create dynamic content for your brand to encourage Facebook interaction with Countdowns' engaged social access community. Facebook everyday Reach 360,000 followers Audience National or targeted Opportunities ⬤ Facebook (Wall posts, Dark posts, Giveaways). Kiwis login ⬤ Bespoke content on average Media information 14 times a day ⬤ Create conversations and generate interest ⬤ Increase awareness and advocacy by connecting with Countdown’s loyal followers ⬤ Target those customers most likely to engage with your brand

Out of store AWARENESS Front of store Digital screens

Countdown’s Screen Network is New Zealand’s most impactful solution for building brands and driving awareness.

Prominently placed at store entry, the 65” digital screens provide rich, dynamic content and a strong call to action to deliver engaging brand and promotional messages to influence customer behaviour.

When customers into store, they switch cross to shopping the threshold mode. Prominent and consideration store entry stores currently have on target reach against share of voice a digital screen at the 155 100% @1 in 6 of Maximise your brand awareness at the most influential point location entrance grocery buyers 10” slot length on the path to purchase.

Front of store Posters In-store radio Checkout media

Communicate key messages at store Maximise impact in-store through The last opportunity to communicate entrance and off-location an audio communication with customers before they exit the store

Reach Reach Reach 2 million+ shoppers per week 2 million+ shoppers per week 2 million+ shoppers per week Audience Audience Audience National National National Opportunities Opportunities Opportunities Window poster (A0/A1) Multiple frequency, spot length and creative variations Checkout wrap, Checkout bar Off-location posters (A3 or A4) Media information Media information Media information Communicate clear and simple messages Stand-alone medium, not competing Product and price messaging around price and promotional activity with any other channel Increase brand presence across the store Raise share of voice in-store Last message before the customer Add impact to off-location displays Navigate customers to the location of your product completes their transaction Ideal for products with a lower frequency of purchase

Front of store CD NI 30 PG29 TE WHAKAORANGA TANGATA - PERSONAL CARE

Johnson's Body Wash Libra Pads 10-18s or Stayfree Pads 10-16s Digital 1L Excludes Libra Invisibles 10s/12s Nivea Sunscreen Lotion SPF50+ 400ml

G R E AT PRICE mailer $ save from 18each save $2 $298

$ any $ Banana Boat Aloe Vera Gel 2 230g for 6each 7

Colgate Head & Lynx G R E AT Advanced Shoulders Antiperspirant PRICE Whitening Shampoo or Body Sprays Toothpaste Conditioner 165ml 170/190g or 350-400ml Dove Aerosols $ 50 Optic White 250ml each Mouthwash or Clinical Drive brand awareness to a 6 500ml Aerosols 180ml $ $ $

5each 8each 5each Nivea Sunscreen Colgate-Palmolive Ltd, Wellington Lotion SPF50+ 25% Off Rimmel Impulse Body Berocca mass audience with over 60K 100ml Cosmetics Spray 45s Rimmel Lasting 57g Finish or Match Perfect Foundation 30ml G R E AT PRICE $ now $ $ 90 $ each 50 unique page visits weekly. each 14 each 20 10 3 pack Bayer, Auckland Always read the label and use as directed. Vitamins are supplementary to a balanced diet. TAPS PP7080

Reach Natural Toothpaste 120g

$ The toothpaste with no box - and less waste 3each

CD NI 30 PG30 TE WHAKAORANGA TANGATA - PERSONAL CARE

GREAT PRICE $

18each Countdown customers actively seek out products and offers in

CD NI 30 PG30 the mailer. TE WHAKAORANGA TANGATA - PERSONAL CARE

GREAT GREAT PRICE GREAT PRICE $ PRICE $ 18each $ 50 Showcase your brand using 17 10each each

Cancer Society Sunscreen Cancer Society Sunscreen Cancer Society Sunscreen high impact, full page or banner Lotion SPF50+ 400ml Spray SPF50+ 175g Lotion SPF50+ 100ml

GREAT GREAT PRICE PRICE $ BE IN TO ads with powerful ‘shop now’ $ 50 17 10each each

Cancer Society Sunscreen Cancer Society Sunscreen Cancer Society Sunscreen functionality to maximise Lotion SPF50+ 400ml Spray SPF50+ 175g Lotion SPF50+ 100ml BE IN TO shopper response. THE ULTIMATE CRICKET THE ULTIMATE CRICKET ROAD TRIP ROAD TRIP FOR FOUR FOR FOUR including match tickets including match tickets

Purchase any two Gillette or Oral-B products, swipe your Onecard and go in the draw to WIN Club Purchase any two Gillette or Oral-B products, Price swipe your Onecard and go in the draw to WIN Official Partner of $ 99 Club $ Price 14each Oral-B Vitality Gillette Fusion 5 Official Partner of 27 Power Toothbrush Shaver Kit 99 each $ NON-CLUB PRICE Promotion runs between 18/01/2021 and 14/02/2021 and winner(s) will be drawn on 18/02/2021. See countdown.co.nz for terms and conditions. $1999 $ 14each Oral-B Vitality Gillette Fusion 5 27 Power Toothbrush Shaver Kit each NON-CLUB PRICE Promotion runs between 18/01/2021 and 14/02/2021 and winner(s) will be drawn on 18/02/2021. See countdown.co.nz for terms and conditions. $1999

Out of store CONSIDERATION In aisle Aisle Fins Floor Graphic In-store Sampling Category Specific Media

Signpost your brand and create High impact medium that grabs Encourage customers to trial Category specific opportunities cut-through in-aisle the customer’s attention in-aisle your product when they are in throughout the store a buying mindset Reach Reach Reach 2 million+ shoppers per week 2 million+ shoppers per week Reach 2 million+ shoppers per week Campaign dependent Audience Audience Audience National National Audience National National or targeted Opportunities Opportunities Opportunities Fin (sml or lge) Multiple sizes (sml, reg, med, lge) Opportunities Aisle-end headers Fin & Pad (sml or lge) Various daily sessions on a store Door decals Media information by store basis Chiller decals Media information Disrupt the shopper journey in-aisle. Place your brand at the forefront of Highlight product location and navigate Media information Media information the shopper’s mind at shelf-edge. customers to your brand. Drive trial and conversion. Bespoke opportunities, tailored to Highly visible, throughout the aisle. Multiple positioning options available Introduce customers to NPD location and in-store space. Inspire and educate at the point of purchase. or new SKU variations. High stand-out media in specific Educate customers on product areas of the store. features and benefits. Available in selected stores, dependent on format In aisle PURCHASE At shelf $ McCain 30 Drive selection and Garden Greens 2 each 500g

While stocks last. Valid Monday 16 July to Sunday 22 July 2018. RaPiD_PP_WK04 purchase of your special brand at the

$ 50 $ 50 2 each 3 each ultimate Heinz Seriously + San Remo = Good Pasta Bake Lasagna Large Range 500-525g Family Pack 375g While stocks last. Valid Monday 18 June to Sunday 24 June 2018. RaPiD_PP_WK52 decisionHighlight specificpoint. products at the shelf Product Spotters Neck tags and Image Tickets edge – driving navigation On Pack Stickers to your brand at the final Highlight specific products High impact medium that grabs moment that matters. at shelf-edge Additional communication that the customer’s attention in-aisle Reach can be added to the product Reach 2 million+ shoppers per week 2 million+ shoppers per week Reach Audience 2 million+ shoppers per week Audience Aid navigation so customers National National Audience can easily find and Opportunities National Opportunities purchase your product Right angle identifier 4UP Ticket Wobbler Opportunities Neck tag Media information Media information On-pack stickers Highlight product, along with key Brand or product and price messaging. price communication. Call-out the product within a specific bay, Media information Low cost medium for driving Combat brand switching over and above competition. Promotional or educational communications. stand-out on shelf. away from your brand Visible down the aisle or facing the shelf. Increase stand-out on-shelf. Multiple price mechanism at the last moment Time sensitive and seasonally templates available. relevant messages.

At shelf Post campaign analysis Cartology performance model Cartology Performance Model is our proprietary measurement tool that provides clients with unparalleled closed loop reporting. Redefining campaign performance and reporting Efficiency MEDIA CUSTOMER Working with our partners at Quantium and CountdownX, we model the METRICS millions of weekly shopper journeys through our physical and online stores METRICS to determine the media customers have been exposed to, and the effect Transactions Active Buyers that media has on purchase behaviour. Volume of customer % of customers that This market leading capability allows us to provide clients with transactions during shopped the category the campaign period in in the last 12 weeks sophisticated and insightful reporting that showcases media, audience stores where campaign and sales metrics, enabling clients to understand their true return on activity featured advertising spend (ROAS) for every campaign. Reach Engagement Rate

Number of unique customers % of people who opened, exposed to brand messaging, clicked or activated an ad - both in-store and online, e.g. 1:1 WW Rewards email

across the campaign period Created by Gregor Cresnar from the Noun Project Cartology performance model - how it works! Transaction Journey Campaign level view view view Effectiveness SALES METRICS

New Customers Campaign Store Sales

Every product in Map products to Harmonise online Deliver a single Number of Total value of sales of SKUs every basket shelf location and offline data campaign view customers who purchased the directly supported by brand brand, that had not purchased messaging in stores where in the last 12 months campaign activity featured Created by Norbert Kucsera Created by The Icon Z from the Noun Project from the Noun Project End of campaign reporting for every Cartology campaign Want to know more?

Get in touch to discuss how to better connect your brands with our customers at moments that matter most. Visit our website Cartology.co.nz or email us [email protected]

Figures quoted in this kit are accurate as at the time of publication and are subject to change.

Please note that the results of case studies quoted in this kit may not be indicative of future results. Results depend on a variety of factors unique to each client.