Samantha Osborne, general manager of Cartology NZ, loves an opportunity to drive results. She’s been at the forefront of retail media in New Zealand from the beginning.
Outside of work, Samantha Osborne enjoys the simple pleasures of rural life. Lately, she’s been filling her pantry with homemade preserves, including a crab apple jelly she’s particularly proud of.
When she’s not picking, pruning and bottling, Muriwai Beach on Auckland’s west coast is her go-to spot – especially with her surf enthusiast sons. She also has a keen interest in renovation and interior design, a hobby she picked up during the pandemic and put to good use doing up the family beach house.
Osborne’s willingness to try new things saw her seize the opportunity to join Cartology when it launched five years ago – a time when retail media was a new concept in New Zealand. Established by Woolworths Group, Cartology uses insight-driven advertising to help brands connect with Woolworths customers through both in-store and off-site channels.
“When the opportunity came up, I couldn’t have jumped in faster. I was like, ‘Sign me up now,” says Osborne.
“I’ve spent over 20 years in the media and marketing world, and that experience has given me a really clear view of the role each channel plays and how to use them to support the customer journey. Whether you’re in a supermarket or not, every single channel has a part to play.”
In addition to her media and marketing expertise, Osborne is no stranger to retail. “I’ve also worked in and around Woolworths for over 15 years on the agency side, in two different roles, and I’ve developed a real passion for the retail business.”
Purpose at pace
What Osborne loves most about retail media is the combination of speed, rich insights and the ability
to drive real results. “The pace is honestly a bit frightening – but that’s what makes it so addictive. It’s fast, it’s dynamic and it keeps you sharp.”
She says one of Cartology’s biggest strengths is the depth of insights it has access to.
“At the end of the day, we’re selling media space and helping brands connect to customers. But we’re also helping put food on Kiwis’ tables. Having a sense of purpose is incredibly important to me.”
Looking at the big trends in retail media globally, Osborne says there’s a growing demand for truly end-to-end solutions.
“It’s no longer just about buying a single media asset – it’s about understanding how that asset fits within the wider ecosystem. Clients are looking for integrated solutions, not fragmented touchpoints.”
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There’s a clear shift in thinking, she adds. “Instead of separating trade budgets from brand budgets, more of our larger suppliers are starting to ask, ‘Why are we treating these as two separate things when they’re all part of the same customer experience?’ They’re recognising that the line between brand and trade is blurring – and that a unified approach can be more effective.
“This mindset is gaining momentum in the Australian market, and we’re starting to see it emerge in New Zealand as well,” she says. “It’s about having the right conversations – and the internal budgets – to support a more cohesive view of the customer journey, from broad brand storytelling all the way down to the shelf. Or sometimes, from the shelf all the way back up.”
Learning from loyalty
Osborne highlights the Everyday Rewards loyalty programme as an example of how first-party insights helps Cartology create a unified, customer-led shopping experience across its network.
“Everyday Rewards insight really powers everything we do. It informs product development, drives insights and influences so many parts of the business.”
Customer insight is key, but an iconic brand moment is a game-changer. “Traditionally, the big, exciting creative ideas have come from what we used to call ‘above the line’ – though I hate that term now. Honestly, I’d love to kill the line altogether, because, these days, there really isn’t one. A brand experience can happen anywhere – whether it’s at the shelf or a bus stop – and I genuinely believe that.”
From sofa to shelf
Looking ahead, Osborne says Cartology will continue its push into digital – particularly around enhancing the in-store experience.
“We’ve been investing heavily in the digitisation of stores, with new category screens being rolled out across the network. That’s just about to launch, and it’s incredibly exciting to see it come to life.”
Another area of development is the continued collaboration with Cartology Australia, she adds.
“They’re a bit further ahead in some areas, especially when it comes to product innovation, and we’re actively lifting and shifting those learnings into the New Zealand market. That includes thinking more strategically about the ‘pre-shop’ journey and how we connect with audiences outside of the Woolworths ecosystem.”
This off-site space – reaching customers before they even step into the store – is a growing focus.
“Digital behaviour is on the rise and digital really is the front door for customer’s shopping journeys. The goal is to deliver a truly end-to-end experience, from the sofa right through to the shelf. That’s what gets us really excited.”
This story comes from NZ Marketing magazine issue 83, Jun-Aug 2025. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
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