Coles Liquor is deepening its understanding of its customers by retail brand and at segment level. Through its Drinks Association partnership, Coles Liquor has invested in Shopper Intelligence, joining many existing supplier and retail partners in the industry.
Shopper Intelligence will provide Coles Liquor with insights into why and where shoppers make decisions and future opportunities for innovation and growth by segment and by retail brand. Understanding what strategic levers to pull across price, range, health, innovation, and occasion, in addition to path-to-purchase trigger decisions, will be key focus areas in the partnership.
There is also an opportunity for suppliers to join Coles Liquor through this service and lead shopper understanding through category and customer planning. The retailer group has a strong joint planning approach with suppliers and is looking forward to strengthening these plans by working together through its Drinks Association Shopper Intelligence subscription.
Simon Ford said, “I’m delighted to be working more closely with Coles Liquor. I’ve seen first-hand the value we bring to retailers using our data. And for suppliers, it enables continued and deeper transparent shopper-led conversations with Coles Liquor. Our vision is to help retailers and suppliers grow through a collaborative focus on shoppers and this is a great example of Coles Liquor leading the way.”
Coles Liquor General Manager of Customer Loyalty, Mia Lloyd, said, “It’s important to look at new and innovative ways to better understand what our customers want and deliver on our commitment to being a simpler, more accessible, locally relevant drinks specialist. By partnering with the Drinks Association’s Shopper Intelligence team, we’re looking forward to deepening our connection with our customers and enhancing their shopping experience.”
“Partnering with our suppliers ensures that we all put the Customer first to deliver strong results,” added Lloyd.
Shopper Intelligence recently sponsored the 2024 Supplier Award for Category Management. Ford was on stage to present the winning award to Brewing giant, Carlton & United Breweries (CUB), an accolade they have received for three consecutive years. Asha Skyring, General Manager of Category, Strategy & Revenue Management at CUB received the award on the company's behalf.
Following the event, Ford said: “I’m delighted for Asha and the team at CUB. They’ve once again demonstrated that a category-led approach, putting shoppers at the heart of their decisions, has resulted in brand and retailer partnership success. Well done!”
For more information on how you can use shopper insights to improve your conversations with your retail partners, visit shopperintelligence.com.au
Shopper Intelligence is a Corporate Partner of the Drinks Association
Coles Liquor is a Retailer Partner of the Drinks Association