Within Coles Liquor, each banner brand has its own distinct customers, store footprints, positioning and media ecosystem. Coles wanted to create consistency in how its media was presented to suppliers.
Sonder created 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.
A portfolio of brands and a fractured owned media ecosystem was given structure, strategic guidelines and uniformity around how to leverage for growth.
Sonder uncovered over $90M in additional revenue potential across the group.
Sonder's work with Coles Liquor Group unearthed a number of media assets which were being underleveraged. They identified where assets needed updating to reflect supplier needs and found operational efficiencies across the group. Crucially, we were able to go back to our suppliers with media solutions that reflected their marketing needs and build stronger relationships as a result.