Coles 360 launches new AI-driven in-store audio across Coles Liquor stores through Qsic

Coles 360 has announced a new partnership with Qsic, a leading audio retail media platform, to bring AI-driven in-store audio to Coles Liquor stores, offering supplier brands an innovative way to connect with customers.

Qsic’s advanced platform will leverage Coles Liquor’s data, including transactional data, loyalty insights and stock inventory to optimise the in-store audio experience. By analysing product demand cycles, Qsic dynamically places advertisements during peak demand periods to maximise performance and revenue growth.

“Our pioneering audio platform extends Coles 360’s reach into the in-store environment, delivering highly relevant and localised ads at the point of purchase, while also enhancing the overall shopping experience. Retail partners using Qsic have seen an average sales quantity increase of 11%+ and a sales lift of 14%+; this is also not the ceiling by any means. 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. These capabilities are truly game-changing for any brand investing in retail media,” said Ben Dixon, Head of Retail Media & Partnerships at Qsic.

This new technology offers the opportunity for Coles Liquor supplier brands to deliver dynamic, targeted audio content at the critical point of purchase when customers are browsing in-store and making their purchase decisions. Brands can also produce dynamic audio ads with generative AI, reducing cost and production time from weeks to days.

Paul Brooks, General Manager of Coles 360 said “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. We haven’t been able to offer in-store audio as a retail media opportunity in our Liquor stores before, so being able launch an audio solution that is insight and data-led, across the whole Coles Liquor Group, is really exciting.”

Qsic is currently being rolled out to Coles Liquor stores nationally enabling brands to connect with almost a million shoppers very week.

“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.” said Brooks.

The introduction of intelligent capability like this reflects a larger shift in retail media, as stores evolve from ‘static’ to ‘dynamic’ environments.

“By responding to in-store context and adapting to customer behaviour in real time, we can now move beyond a one-size-fits-all strategy and treat each store as its own ecosystem. Through the Qsic’s AI technology, we can maximise engagement, optimise inventory, deliver a sophisticated audio platform for suppliers and a better experience for customers,” said Brooks.

Mia Lloyd, Coles Liquor, General Manager of Customer Loyalty 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,” said Lloyd.

(Pictured L-R: Paul Brooks, general manager of Coles 360; Ben Dixon, head of retail media and partnerships at Qsic; Mia Lloyd, general manager of customer loyalty, Coles Liquor)