Coles 360 has partnered with Nielsen to develop a bespoke planning tool to support omni-channel media planning for brands.
Through the partnership, Coles 360 will have access to two planning tools, Commspoint Journey and Commspoint Influence.
It will be the first time the Nielsen planning tools will be used in a retail media setting in Australia.
The tools will help optimise media plans that calculate net reach and audience impact.
They will also assist strategic media planning for Coles 360 campaigns by delivering insights on consumer purchase journeys at a category level, identify marketing campaign objectives and help rank different media channels designed to meet the
needs of the campaign.
To further enhance the new capability, Nielsen will conduct a custom survey to build out unique Coles 360 media channels and assets to make the planning tool specific to the needs of Coles 360 and the supplier campaigns run by Coles 360.
Nielsen Pacific MD Monique Perry said this groundbreaking collaboration highlights Nielsen’s commitment to leveraging data-driven insights to drive more effective and impactful campaigns.
"By integrating Nielsen Commspoint Journey and Nielsen Commspoint Influence, we’re supercharging Coles 360, delivering unprecedented precision and strategy optimisation for brands and advertisers," she said.
"I’m so excited to partner with Coles 360 on this pioneering initiative as we work together to shape the future of retail media in Australia.”
Coles 360 head of strategy and planning, Sam Hegg, said since launching two years ago, Coles 360 has worked to quantify the full view of media reach all channels deliver against audiences.
“To meet and exceed market expectations, we sought to identify a partner who could provide not just a planning tool with robust insights and methodology but also an ability to customise an offering that covered all our bespoke and currently
unmeasured media channels,” Hegg said.
“As a retail media network, Coles 360 has access to insights to fully understand the‘who’ and the ‘what’ behind customer behaviour. The power of this partnership with Nielsen is unlocking access to the understanding ‘why’.”
Coles 360 strategy and planning lead, Bethanie Blanchard, said the application of Nielsen’s planning tools to a sophisticated retail media network like Coles 360's is a game changer.
"It allows us to better understand the why behind behaviour to better deliver strategically for our suppliers," she said.
“It enables us to build plans incorporating not just our assets but the wider media landscape in one place. This, calibrated with insights from our new measurement suite, Coles 360Impact, will unlock the capability for building the most effective plans
we possibly can for our supplier partners.”
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