Australia – Coles 360 announced two new collaborations with media business Nova and out-of-home adtech vendor Broadsign in an effort to strengthen its omnichannel media solution offerings.
Coles 360 has teamed with out-of-home (OOH) adtech company Broadsign to improve the Coles 360 network of digital screens at shop entrances. Coles will be able to organise, manage, and distribute engaging content and adverts across its retail media displays as a result of this agreement.
Coles 360’s collaboration with Broadsign will improve its in-store media capabilities by allowing personalised campaign scheduling and dynamic content distribution.
Speaking about the partnership with Broadsign, Paul Brooks, general manager of Coles 360, said, “We’re determined to provide unique, impactful, and measurable omni-channel media solutions and these partnerships allow us to do just that. The Broadsign Platform provides the ideal solution to power our future network. It currently services more than 300,000 screens worldwide and has been a leader in this space for two decades, making it an obvious partner.”
He added, “Over the last two years, we have learned a lot about their potential, what suppliers and their agencies want to see on them, and strategies to leverage their prime positioning for maximum impact. We now have a solid understanding of what it will take to deliver on the next phase of screens, and a key component of that is driven by the technology that powers them.”
Meanwhile, Ben Allman, Broadsign head of sales, ANZ, said, “With over 75% of supermarket shoppers buying in-store, retailers are increasingly focused on the digitisation of their physical worlds. Adopting best-in-class solutions, such as the Broadsign platform, has allowed Coles 360 to build a comprehensive and highly compelling retail media offering in a relatively short time span. We’re very excited and extremely proud to be partnering with one of Australia’s most iconic and trusted brands.”
Coles continues to partner with its cooperation with NOVA Entertainment, extending the Coles Radio arrangement, following a thorough examination of the Australian digital radio landscape.
The new Coles Radio partnership adds additional features like store-level ad targeting and full-time and day-parting, allowing Coles 360 to tailor ad tactics to individual campaign requirements. Coles 360 will also get access to NOVA entertainment’s talent, consumer promotions, and marketing possibilities throughout its portfolio, broadening its reach and interaction with supplier partners.
Speaking about the partnership with NOVA Entertainment, Brooks said, “We can talk about cereal at breakfast time, and convenience meals in the pre-dinner rush for example. It’s an exciting evolution of Coles Radio. It will mean we can provide customers with a better experience in store, as it will be more tailored and relevant than ever before.”
“This new capability will unlock enhanced partnership opportunities for our supplier partners to further strengthen the power of Coles Radio as part of their omnichannel packages,” Brooks added.
Talking about the renewed partnership with Coles 360, Nicole Bence, NOVA Entertainment chief commercial officer, said, “The extension of NOVA’s partnership with Coles is a testament to our successful collaboration on an industry leading retail audio product. Coles Radio is the perfect example of NOVA’s all-of-audio approach; seamlessly connecting with customers and creating an audio experience unique to your brand.”
Kate Bailey, Coles group general manager of brand, digital & media, commented, “Both NOVA and Broadsign have strong track records in their ability to deliver relevance in message. By combining these strong foundations with our first-party data, market-leading creative capabilities, and market intelligence, we will deliver the hardest-working assets in retail media.”
