Coles’ retail media arm, Coles 360, is expanding its front of store digital network in a partnership with out-of home adtech provider Broadsign.
The supermarket group will migrate about 600 panels onto the Broadsign Platform.
Coles says the front-of-store screens have been a highly successful media asset since deployment in 2021.
“We’re determined to provide unique, impactful, and measurable omni-channel media solutions and these partnerships allow us to do just that,” says Paul Brooks, general manager of Coles 360.
The Broadsign Platform provides the ideal solution to power our future network. It currently services more than 300,000 screens worldwide and has been a leader in this space for two decades, making it an obvious partner.
“Over the last two years, we have learned a lot about their potential, what suppliers and their agencies want to see on them, and strategies to leverage their prime positioning for maximum impact.
“We now have a solid understanding of what it will take to deliver on the next phase of screens, and a key component of that is driven by the technology that powers them.”
Ben Allman, Broadsign Head of Sales, ANZ, says retailers are increasingly focused on the digitisation of their physical worlds with more than 75% of supermarket shoppers buying in-store.
“Adopting best-in-class solutions, such as the Broadsign platform, has allowed Coles 360 to build a comprehensive and highly compelling retail media offering in a relatively short time span,” he says.
“We’re very excited and extremely proud to be partnering with one of Australia’s most iconic and trusted brands.”
Coles, after an extensive RFP and benchmarking of the Digital Radio market in Australia, has also renewed its Coles Radio agreement with NOVA Entertainment.
The new deal involves several key changes to the capability such as store level ad targeting and full time and day parting which allows Coles 360 to set the play strategy of ads to suit the requirement of the campaign.
Under the new agreement Coles 360 will be able provide supplier partners with access to NOVA Entertainment talent, consumer promotions and marketing opportunities across the NOVA portfolio.
“We can talk about cereal at breakfast time, and convenience meals in the pre-dinner rush for example,” says Paul Brooks.
“It’s an exciting evolution of Coles Radio. It will mean we can provide customers with a better experience in store, as it will be more tailored and relevant than ever before.”
“This new capability will unlock enhanced partnership opportunities for our supplier partners to further strengthen the power of Coles Radio as part of their omnichannel packages.”
NOVA Entertainment chief commercial officer Nicole Bence says the extension of the partnership is a testament to a successful collaboration on an industry leading retail audio product.
“Coles Radio is the perfect example of NOVA’s all-of-audio approach; seamlessly connecting with customers and creating an audio experience unique to your brand,” says Bence .
Kate Bailey, Coles Group GM of Brand, Digital & Media, says both NOVA and Broadsign have strong track records in their ability to deliver relevance in message.
“By combining these strong foundations with our first-party data, market-leading creative capabilities, and market intelligence, we will deliver the hardest-working assets in retail media,” says Bailey.
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