Coles Express to use AI-led targeted media across network

Shell Coles Express has signed a multi-million-dollar deal with Qsic to provide AI-led targeted media across all 710 stores.

The multi-year partnership will see Qsic, an intelligent audio startup, use its end-to-end audio technology to personalise and optimise partner content, ensuring that ads played throughout the Coles Express network are targeted and unique.

Matt Elsley, Co-Founder and CEO of Qsic, said this is something completely new and unique to the market.

“As advertisers across the board deal with declining access to consumers, especially at the physical point of purchase, our technology and partnership with Shell Coles Express allows suppliers to speak directly to their target audience during the decision-making process.

“They will also be able to measure the impact of their ads and using AI, fine tune their approach based on a customer’s real time needs.”

The Coles Express channel will use, which employs advanced analytics to examine external data such as weather conditions, traffic patterns, and historical customer behaviour at each individual store to determine when product demand is likely to be high.

It then uses this data to insert supporting ads into a location’s speakers to increase traction and sales outcomes.

A successful trial across 20 Victorian Coles Express stores late last year, showed that leveraging Qsic’s software recorded a healthy sales uplift across multiple product groups and SKUs.

Michael Courtney, Executive General Manager at Coles Express at the time of the trial, said they are continually looking for ways to form relevant connections with their customers.

“The trial we ran with Qsic proved we could provide a great experience for our customers and team members whilst providing customers with information about relevant offers whilst they shopped with us. We’re excited the national rollout is complete, live, and delivering results.”

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