Coles 360 launches retail media measurement solution

By AdNews | 27 March 2024
L to R: Andy Ford - Coles 360, Paul Brooks - Coles 360 GM, Amy Marentic – Circana, and Alistair Leathwood – Circana.

Coles 360 has launched Coles 360Impact, a measurement solution powered by Circana designed to provide a 360-degree view of campaign performance.

The  capability is based on methodologies that are currently being used by retail media networks across the US and leverages two incremental techniques - customer and market lift.

Coles 360Impact Customer Lift is a performance-based lens to Coles 360 addressable media channels, providing an incremental view into trade, audience and creative insights for suppliers for direct channels.

Coles 360Impact Market Lift provides that same lens across Coles 360 non- addressable media channels, using store matching to demonstrate the incremental value created across these channels.Combined, the new measurement suite will provide valuable insights on performance and growth opportunities across Coles 360’s entire media offering.

Coles 360Impact also has an increased focus on causality for all Coles media channels, both addressable and non-addressable media. To date, Coles 360 has been able to measure incremental uplifts against a comparable time period, crucially identifying changes in purchase behaviour and volumes which can be attributed to media.

Coles 360 GM Paul Brooks said the new retail media tool is being launched in direct response to industry calls for better measurement of campaigns.

“Coles 360Impact has been an absolute priority for us this year. We’ve now built the pipes, teams, processes, partnerships and relationships to offer post campaign reporting at scale,” he said.

Coles 360 head of measurement and data intelligence Andy Ford said the unique set of retail media products enables Coles 360 to deliver high impact marketing.

“With this new capability we can accurately measure the incremental value it’s driven. Incrementality is at the heart of what we do and build. We want every supplier that spends a dollar with us to know the omni-channel impact it had and know how they can improve performance next time, ” he said.

Circana APAC head of analytics, insights and media Alistair Leathwood said Circana has worked with Coles 360 to create a highly powerful and comprehensive measurement suite.

“The cutting-edge technology employed, range of solutions offered, and the precision of the measurement delivered is genuinely world-class," he said.

“Coles 360 demonstrates a commitment to the gold standard of measurement: objective, fast, transparent, and highly accurate."

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