Last week, Coles announced a new partnership with leading audio retail media platform Qsic that will bring AI-driven audio to all of its liquor stores nationwide.
By leveraging transactional data, loyalty insights and stock inventory, Qsic is able to optimise the in-store shopping experience, providing targeted audio content directly to consumers while they are browsing in-store.
Additionally, the software also allows brands to produce dynamic audio ads via generative AI, significantly reducing both cost and production time.
General Manager of Customer Loyalty at Coles Liquor Mia Lloyd said, “we are thrilled to introduce Qsic’s AI-driven audio technology into Coles Liquor stores. By combining music with relevant, contextual messaging, we can create a shopping environment that truly resonates with our customers.
“This innovative approach not only enhances the store atmosphere but also supports the customer journey by providing timely, helpful information and offers that guide our customers through their purchasing decisions in a seamless, intuitive and data-driven way.”
According to data provided by Qsic, the use of the platform by retail outlets generally boosts sales volumes by more than 11% and total sales by more than 14%.
“This is also not the ceiling by any means,” said Ben Dixon, Qsic’s Head of Retail Media & Partnerships.
“By leveraging Coles Liquor’s data to fuel our in-store audio algorithm, we’re positioned to help brands drive sales, improve shopper engagement, and minimise wasted ad spend.
Coles Liquor’s adoption of the in-store technology is reflective of a large shift in retail media, with stores evolving from static into dynamic environments.
The partnership also marks the first time Coles Liquor has offered in-store audio as a marketing opportunity.
"This intelligent technology enables our suppliers to create dynamic creative for different markets and audiences, as well as targeting by state, or by the different banners, so First Choice Liquor Market, Liquorland or Vintage Cellars, allowing for more relevant messaging,” said Coles Brooks, General Manager of Coles 360.
“Whether brands are trying to raise awareness for a new product launch, drive conversions through a pricing message or bring a promotion to life, with this technology we can tailor audio packages to meet campaign objectives.
“We can also track and optimise campaigns based on key metrics including sales attribution and sales demand profiles.”
Qsic is currently being rolled out to Coles Liquor stores nationwide, enabling brands to connect with almost a million shoppers every week.
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