Credit: Coles 360
Retaiul media unit Coles 360 has partnered with Snapchat to integrate "Promoted Places" into its advertising suite.
The deal allows brands to sponsor locations on the Snap Map, targeting Snapchat’s 8 million monthly Australian users with proximity-based ads.
The integration aims to convert digital discovery into physical store visits by surfacing brands to users when they are near a Coles location.
Head of product at Coles 360 Bec Penn said the partnership is a "significant milestone" for the brand and puts customers "at the center".
“Being the first retail media network in Australia to unlock Promoted Places is a significant milestone for Coles 360," she said.
"This partnership puts the customer at the center, allowing brands to engage shoppers in a way that feels natural, timely and genuinely useful - bridging digital discovery with real-world shopping.”
Snap Inc’s managing director Ryan Ferguson said the partnership brings together the popular snap maps feature with "real-time discovery" in how it connects users via the promoted places' shopping experience.
“Snapchat has always been a platform which connects Australians to their closest friends and family, with the Snap Map being one of those most used tabs in the app," he said.
"With the introduction of Promoted Places on the Snap Map, Aussies are now able to identify dynamic locations and activities for real-time discovery. Through Promoted Places and partnering with Coles 360 we can bring brands into this experience in a way that feels organic, useful, and genuinely fun.”
Cadbury is the launch partner for the feature, using the tool to promote its new Biscoff block.
“We’re always looking for new ways to bring the joy of Cadbury to our consumers, and this partnership with Coles 360 and Snapchat does exactly that," said Ben Wicks, Mondelez vice president of marketing ANZ.
"Showing up on the Snap Map with our new Cadbury Biscoff block at the moment someone is nearby a Coles store is an exciting, modern way to connect discovery with purchase.”
Campaign performance will be tracked via Coles 360’s measurement platform, linking Snapchat ad engagement to in-store and online sales data from coles.com.au to quantify ROI and sales uplift.
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