Coles Liquor Group comprises 3 distinct banner brands. Each has its own distinct customer profile, store footprint, ecommerce platform, brand positioning and media ecosystem. Sonder were engaged to unpick these distinctions and create individual rate cards for each business which reflected their specific nuances whilst simultaneously standardised how owned media was used across the group and how rates were communicated to suppliers.
Our work unearthed a number of media assets which were being leveraged by some businesses but not others, identified where assets needed updating to reflect supplier needs and scope for operational efficiencies across the group.
If you have a group of brands within your portfolio and a fractured media ecosystem, let us take a look and create some structure and uniformity around your owned media leverage
Creating media alignment unearthed revenue opportunities