US supermarket chain Coles has announced the introduction of artificial intelligence-driven in-store audio to its Coles Liquor shops, aiming to offer supplier brands a new way to engage with shoppers.

The new technology is currently being rolled out in Coles Liquor shops nationwide and was introduced through a partnership with Qsic, a retail audio media platform that uses data and AI to enhance and measure the impact of audio.

The platform utilises data from Coles Liquor, including transactional data, loyalty information, and stock inventory, to enable its supplier brands to deliver dynamic and targeted audio content at the point of sale.

The new technology allows brands to produce dynamic audio ads with generative AI, substantially reducing costs and production time. The platform will also enable ads to be placed during periods of highest demand to maximise performance and revenue growth.

Paul Brooks, General Manager of Coles 360, emphasised how the technology enables suppliers to create dynamic audio products for different markets and audiences, as well as targeting by state or by the different store departments, including First Choice Liquor Market, Liquorland, or Vintage Cellars, allowing for more relevant and personalised engagement.

“We haven't been able to offer in-store audio as a retail media opportunity in our liquor stores before, so being able to launch an audio solution that is insight and data-led, across the whole Coles Liquor Group, is really exciting,” he added.

The firm added that the tech rollout represents a sign of a larger shift in the retail media industry, which is moving towards more dynamic environments offering combined experiences for a more engaging customer experience.

"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 Qsic's AI technology, we can maximise engagement, optimise inventory, deliver a sophisticated audio platform for suppliers, and provide a better experience for customers," said Brooks.

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