Coles 360 expands retail media offering to liquor business

Coles 360 is expanding its retail media offering by extending it to the group's liquor business. Starting in August, Coles Liquor suppliers can book campaigns through the Coles 360 platform.

Previously known as Coles Media, Coles 360 is the group's media service with a team of media professionals, strategy planners, and operational specialists. It partners with brands on campaign execution, offering omni-channel solutions to connect with Coles' customer base.

Coles Liquor supplier brands will be able to connect with customers across its three liquor banners – First Choice Liquor Market, Liquorland, and Vintage Cellars – enabling them to advertise across the Coles 360 retail media network.

According to the supermarket giant, this capability makes Coles 360 "the only retail media network offering a food and drink proposition in Australia." Coles 360 further plans to connect the food and drink suppliers to develop joint media plans based on similar audiences and objectives.

“We are excited to work with the Coles Liquor Group suppliers to help them connect with their customers in new ways and extend their reach to Coles supermarket customers by leveraging our extensive  existing retail media network,” said general manager of Coles 360, Paul Brooks.

“That’s where the real opportunity lies. We  have oversight of brands objectives so can help facilitate powerful partnerships that  benefit both brands.

“We will also be able to demonstrate incrementality and provide insights into  campaign effectiveness through our new measurement capability, Coles 360Impact,  which I know Liquor suppliers will greatly benefit from."

Paul Brooks, general manager Coles 360 & Mia Lloyd, general manager Coles Liquor customer loyalty

Mia Lloyd, general manager of customer loyalty at Coles Liquor, added: “We’re excited about the opportunities this integration brings. By using the extensive  Coles 360 retail media network, we’ll be able to connect with our customers more  effectively and drive brand growth for our suppliers. It’s a win-win."

Coles 360 has already tested its omni-channel network with liquor suppliers, working with beverage company Lion on the launch campaign for the James Squire Limited Edition XPA in partnership with Masterchef.

Chloe Gibson, customer director for Coles, Field and eComm at Lion, said: “With more than 7,000 cases already sold, this launch sets a new industry standard, showcasing the power of an integrated activation plan in bringing our product to life both in-store and beyond."

The update from Coles follows the June launch of its new sub-brand, Coles Simply, in collaboration with Melbourne independent agency the thrills, geared towards budget-savvy consumers. 

See also: Coles launches budget-friendly ‘Simply’ range via the thrills