Coles 360 officially hits the market with rebrand and fresh retail media proposition
Formerly known in market as Coles Media, the retail giant’s media arm has been named Coles 360, with the brand laying out its vision, proposition, and crystalised in-house setup.
Since its inception earlier this year, Coles has been working with retail media specialists Redworks to scale up its practice in the meantime while it worked on its path to improving customer and supplier partner experiences by building out its media, strategy and operational talent.
Mark Rodgers (Managing Partner, Redworks), Paul Brooks General Manager – Coles 360 , John Georgas (Managing Partner, Redworks MD), Jess Torre – Head of Centre of Excellence – Coles 360.
General manager of Coles 360, Paul Brooks said: “Creating sustainable growth through meaningful connections between customers and brands is what motivates us every single day at Coles 360,” as he added he wants help partner brands get the most out of the power of Coles.
“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.”
Brooks
Coles said now 360 is focused on results and unlocking opportunities through a partnership-led approach, rather than first opting to head to agencies. Doing this, 360 said campaigns will create better connections between customers and their favourite brands, not only to deliver growth, but also to give deeper insights on media campaigns after the fact.
This is also aided by a new partnership with media analytics company IRI to further leverage its owned media assets and integrated insights.
“We are delighted to be partnering with IRI to have an even deeper understanding of customer behaviour so we can design 360 media solutions that shape to brand objectives and drive measurable impact,” added Brooks. “Coles 360 offers unique and memorable partnership opportunities to help brand stands out and help create a more personalised interaction with our customers.
“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.”
Retail director for APAC at IRI, Justin Finney said: “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.”
Speaking as a client, customer development director at Mars Petcare, Luke Nankervis said Coles 360 has already made a difference to its engagement levels in partnership with Coles.
“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. 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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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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Getting to name something communicates so much about the business. a) 360 was a really popular name about 10 years ago, b) do consumers really want a 360 relationship with Coles? It’s a great initiative, and Im sure will be a huge success.
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