Coles 360 retail media network: formats, Flybuys data and how to buy Coles ads

Coles 360 publishes how each format is bought. Its FY27 media kit sorts placements into managed fixed tenancy, CPM and self-serve cost-per-click bidding, and says which is which (Coles 360 FY27 media kit). Sponsored listings in search, aisles, specials and checkout are self-serve through Citrus, the platform now part of Epsilon Retail Media. Homepage banners and in-store media are sold directly. Few networks lay out their pricing routes this plainly, which makes planning easier for a new buyer.

The second difference is reach beyond Coles' own channels. The media kit offers placements on the Coles storefront inside Uber Eats, which it calls a global-first retail media partnership, citing about 800,000 average weekly storefront views (company claim). Flybuys adds email and app placements, and Coles 360 ran an Australian first with Snapchat's Promoted Places for Cadbury (Coles 360, accessed 9 November 2026). A brand can follow a shopper from social to delivery app to aisle.

Third, Coles built the business with an agency and then took it in-house. Redworks ran the practice from 2022 until its team joined Coles in September 2025 (B&T, 26 August 2025). Growth has eased each year: 20.5% normalised in fiscal 2024 (AMI, 27 August 2024), 13.5% in fiscal 2025 and 10% in fiscal 2026. The Cartology profile shows its rival on a similar curve.

Onsite. Sponsored products, called sponsored listings, run in search, aisle, specials and checkout on coles.com.au and the app. Banners and tiles are sold fixed by search term or aisle, or by CPM across the site. Coles reports 7.4 million average weekly visits to its web and app (company claim, FY27 media kit).

In-store. Entry screens, Coles Radio, in-aisle point of sale, sampling and branded hubs cover the store. In 2023 Coles began moving about 600 front-of-store panels onto Broadsign's platform, allowing store-level targeting and day-parting (Broadsign, 21 November 2023). In Coles Liquor stores, Qsic runs AI-driven in-store audio (B&T, 4 December 2024). See the in-store retail media guide.

Offsite and partners. Coles 360 sells programmatic display, video and social, including Meta and Snapchat. The media kit notes that transactional targeting on Meta is only available through Meta Preferred Ads (Coles 360 FY27 media kit). Uber Eats placements sit on and around the Coles storefront.

Targeting combines Coles transaction data with Flybuys, the loyalty programme. The media kit counts 10,371,091 Flybuys members who earned or redeemed points in the 12 months to May 2026. It also lists 13 million+ consented Coles shoppers in its Amperity customer data platform (Coles 360 FY27 media kit). Segments run from demographics to category buying, lapsed buyers, cart abandonment and search behaviour.

Coles 360 states that targeting uses consented customers only. Brands receive segments and reports rather than customer records. The media kit does not describe a clean room for offsite matching.

Reports cover impressions, clicks, video completion, pre-versus-during sales, attributable sales, ROAS, new-to-brand and new-to-SKU. For Flybuys email campaigns, Coles compares exposed members with matched control groups. The media kit cites an average 208% lift in shopper spend against those controls in fiscal 2026 to May (company claim, Coles 360 FY27 media kit).

No independent audit or accreditation is published. Tiffany Chen, now general manager, describes reporting that connects media exposure to sales outcomes (Coles 360, accessed 9 November 2026). Ask which metrics use control groups and which use attribution only; the grocery retail media comparison explains the difference.

1. Get the media kit. The FY27 kit on coles.com.au lists formats, targeting and buying routes.
2. Set up self-serve search. Sponsored listings run on CPC bidding through Citrus; ask Coles 360 for account access.
3. Book managed placements with the Coles 360 team for homepage, video, in-store screens, radio and magazines.
4. Add Flybuys and partners. Solus emails, Meta, Snapchat and Uber Eats extend reach beyond Coles' own channels.
5. Agree the sales read. Confirm control groups, attribution windows and whether Liquorland sales count.

It suits:

• FMCG brands ranged in Coles supermarkets or Coles Liquor;
• teams that want self-serve search ads alongside managed store media;
• brands targeting younger shoppers through Uber Eats and Snapchat.

It suits less:

• brands not stocked by Coles;
• advertisers who need accredited or audited metrics;
• buyers who want a single self-serve tool for every format.

• Coles 360 revenue in Australian dollars for any year.
• Minimum spend, CPM levels and CPC floors.
• The current number of in-store screens and stores with screens.
• Whether Topsort works with Coles; a directory entry relied on a vendor logo, while the media kit names Citrus.
• The date Tiffany Chen became general manager and any reporting changes she has announced.

1. Coles Group, full-year results release (25 August 2026), ASX announcement. https://announcements.asx.com.au/asxpdf/20260825/pdf/0735cc17cb83rn.pdf
2. Coles 360, "FY27 Coles 360 Media Kit" (2026). https://www.coles.com.au/content/dam/coles/cusp/coles360/pdfs/FY27-coles360-media-kit.pdf
3. Coles 360, home page and "Our Network" page (accessed 9 November 2026). https://www.coles.com.au/coles360 and https://www.coles.com.au/coles360/our-network
4. Mumbrella, "Coles 360 officially hits the market with rebrand and fresh retail media proposition" (26 October 2022). https://mumbrella.com.au/?p=762206
5. B&T, "Coles 360 Income Climbs 13.5%" (26 August 2025). https://www.bandt.com.au/coles-360-income-climbs-13-5/
6. B&T, "Coles 360 Launches AI-Driven Audio Across Coles Liquor Stores To Target Product Demand Via Qsic" (4 December 2024). https://www.bandt.com.au/coles-360-launches-ai-driven-audio-across-coles-liquor-stores-to-target-product-demand-via-qsic/
7. Broadsign, "Coles 360 continues momentum with tech and media partnerships" (21 November 2023). https://broadsign.com/blog/coles-360-continues-momentum-with-tech-media-partnerships/
8. AMI (Mi3), "Ecom roars back to life as Coles and Woolies power; Banducci bows out with a wrap for retail media unit Cartology but Coles 360 growth rate outstrips rival" (27 August 2024). https://ami.org.au/knowledge-hub/ecom-roars-back-to-life-as-coles-and-woolies-power-banducci-bows-out-with-a-wrap-for-retail-media-unit-cartology-but-coles-360-growth-rate-outstrips-rival/
9. Stockwirex, "COL Coles Group FY26 Results: NPAT Up 13.7%" (25 August 2026). https://stockwirex.com/?p=40035