Coles 360 launches bespoke media planning tool via Nielsen
Coles 360 has collaborated with Nielsen to develop a bespoke planning tool to support omni-channel media planning for brands.
Commspoint Journey and Commspoint Influence will help optimise media plans that calculate net reach and audience impact.
The new tools will assist strategic media planning for Coles 360 campaigns by delivering insights on consumer purchase journeys at a category level, identifying marketing campaign objectives and helping rank different media channels designed to meet the needs of the campaign.
It will mark the first time the Nielsen planning tools will be used in a retail media setting in Australia.
Nielsen Pacific managing director Monique Perry said this groundbreaking collaboration highlights its 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.
“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.”
Sam Hegg and Bethanie Blanchard
Coles 360 head of strategy and planning Sam Hegg, added, 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.
“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 continued: “The application of Nielsen’s planning tools to a sophisticated retail media network like ours is a game changer. It allows us to better understand the why behind behaviour to better deliver strategically for our suppliers.
“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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