Coles 360 has struck a partnership with Qsic, an audio retail media platform, to introduce AI-driven in-store audio to Coles Liquor stores. The new technology aims to offer supplier brands a fresh way to connect with customers.

Qsic’s platform will utilise Coles Liquor’s data, including transactional data, loyalty insights, and stock inventory, to optimise the in-store audio experience. The platform will place advertisements during peak demand periods to maximise performance and revenue growth.

Retail partners using Qsic have reportedly seen an average sales quantity increase of over 11% and a sales lift of over 14%. The technology allows Coles Liquor supplier brands to deliver dynamic, targeted audio content at the point of purchase.

“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,” said Ben Dixon, Head of Retail Media & Partnerships at Qsic.

Brands can produce dynamic audio ads with generative AI, reducing cost and production time from weeks to days. The technology is currently being rolled out to Coles Liquor stores nationally.

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.”

According to Coles 360, the introduction of this technology reflects a larger shift in retail media, as stores evolve from ‘static’ to ‘dynamic’ environments. Qsic is a global intelligent in-store audio platform that uses data & AI to elevate and measure the impact of audio.

“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,” added Brooks.

“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 Mia Lloyd, Coles Liquor, General Manager of Customer Loyalty.