Coles today revealed Coles 360, a new name for its fast growing retail media business, with the aim of creating meaningful connections between shoppers and their favourite brands.
The supermarket group revealed two partnerships: independent retail media specialist Redworks to scale at pace; and media analytics company IRI.
Redworks has helped built out a dedicated team of media experts, strategy planners and operational specialists to better strategise, plan and deliver media campaigns.
Coles 360 has also signed a deal broadening its remit with leading media analytics company IRI to tap into Coles’ unique integrated insights and omni channel assets.
This enables campaign optimisation. Suppliers and brands will have access to closed loop reporting allowing them to demonstrate return on investment in media campaigns activated through Coles 360.
Paul Brooks, Coles Group general manager of Coles 360: “Creating sustainable growth through meaningful connections between customers and brands is what motivates us every single day at Coles 360.
“We are about helping brands connect with more than 21 million customers each week who are at our checkouts, in the aisles, who use Flybuys, visit our Coles website, watch TV, listen to Coles Radio, read our Coles magazine, use social media or watch streaming services.
“Interactions with the Coles brand are endless, and we want to ensure brands are connected in the most effective and impactful way.
“Brands who partner with us can use the power of Coles shopper insights to maximise that connection at all levels to drive meaningful campaigns and make sure they can measure the impact they create.
“This has been a very industrious and exciting time for the business, I am delighted that our newly formed Coles 360 team has a broad and diverse range of experience across retail, retail media, FMCG, sales, publisher and advertising agencies.”
Justin Finney, IRI's retail director for APAC: "Australian consumers will continuously benefit as Coles and its suppliers collaborate to create insight driven and highly personalised media campaigns that connect shoppers with the brands they love.”
Luke Nankervis, customer development director at Mars Petcare said the introduction of the Coles 360 team has made a discernible difference in the level of engagement and partnership with Coles when it comes to retail media.
“Coles’ approach takes an end-to-end view of the key drivers of shopper behaviour, category dynamics and the propositions of our brands and campaigns,” Nankervis said.
"Our relationship with this part of the Coles business has never been closer or more detailed, and we look forward to seeing the results and improvements in reporting on some of the upcoming campaigns we have built together."
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