Coles’ Flybuys has rolled out a new data division: Unpacked by Flybuys.


The new division for the retailer’s rewards program will see it partner with marketers to share data, insights and audience measurement to “enable unrivalled ROI” for their marketing spend. This will be based on purchase data from the programs 8.6 million members.

Flybuys’ Chief Product Officer Harley Giles said the launch would provide better access to targeted data.

 “We have established Unpacked by Flybuys out of FMCG marketers’ need to have better access to tangible data and transparent results, to get their media spend working harder. Our team is determined to help brands see the impact of their marketing at every step, using Flybuys’ first-party data.”

Flybuys has also partnered with Australian businesses and media companies, who will be provided first-party data.

Among those is New Corp Australia, who will use the data across its digital marketing platform, News Connect.

TEG, owner of Ticketek is also on board, with the aim of providing its FMCG brands a more accurate measure of sales uplifts from their event sponsorships.

Seven West Media, Nine and Nielsen are also involved in the partnership. Nielsen will use the data to enable agencies to drill down into audience profiling, conversion and sales beyond the currently available age and gender stats.

“Unpacked by Flybuys offers media performance visibility all the way through to sales uplift, and the ability to test and learn for the strongest ROI,” Mr Giles said.

“There is no room for wasted media in today’s economic climate, so we use a mix of thousands of transactional and life stage segments straight from shopping carts across the country to help our clients respond to their business problems and briefs.”

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