McoBeauty
MCO Beauty tasked Cartology with driving digital penetration and educating shoppers on their range.
online market share growth
online sales growth
digitally influenced in-store sales
Background & Objectives
One of the Beauty categories' viral superstars, MCoBeauty challenged Cartology to help them to drive digital penetration for their ranges and bring as much excitement to the digital store as we see in the physical supermarket environment.
Cartology Solution
The campaign was brought to life with a Branded Shop focused on customer education, supported by in-aisle video and digital roadblocks to increase visibility across aisle and search - positioning MCoBeauty as the go-to beauty brand at Woolworths.
Homepage Display
Impactful Display activity on the Woolworths.com.au homepage, ensure MCo Beauty was top of mind when active customers commenced their online shop.
Branded Shop
A captivating Branded Shop, heroed the full MCo Beauty range and provided a desitnation for customer education.
In-Aisle Video
In aisle video captured attention and let the brand shine, when customers were actively shopping the category.
Campaign Results
The campaign achieved a substantial uplift in performance compared to the prior period, demonstrating the significant impact of a unified digital strategy.
A 2-point increase in total eCommerce customer penetration was observed, indicating successful acquisition of new online customers. This growth was further highlighted by a remarkable 6-point jump in the share of online sales versus in-store sales within the cosmetics category, a particularly significant achievement given the average 5% eCommerce penetration in this sector.
Furthermore, digital initiatives directly influenced in-store performance, with an impressive 135% growth in Digitally Influenced Sales throughout the campaign period.
