Unpacked by Flybuys, the data division of Coles and Wesfarmers loyalty program, is set to become part of the supermarket giant's retail media business, Coles 360, making Flybuys data directly available to media agencies, publishers, and brands.

The shift, which takes effect from July 1, will enable Coles 360's agency and supplier partners of Coles 360 to better plan, buy, and measure their media investment.

Coles 360, operational for nearly two years, is expected to benefit from this transition. General Manager of Coles 360, Paul Brookes, said: “It’s an important step for our business that will enable Coles 360’s agency and supplier partners to better plan, buy and measure their media investment.”

Campaigns that are run through Coles 360 can be more relevant and targeted due to the enhanced targeting this move enables. “If we can continue to find ways to better understand our customers and their needs, we can ensure advertising across our network works harder and is more relevant to our customers," said Brookes.

Launched in 2019, Unpacked by Flybuys has enabled brands to connect with their customers through the Audience, Marketing and Results Unpacked products. The transition to Coles 360 is expected to simplify access to the Unpacked product suite for customers in the grocery and liquor categories.

Flybuys Chief Growth Officer, Harley Giles, said Coles 360 has successfully grown since launching 2 years ago. “By transitioning Unpacked by Flybuys to Coles 360 we will make it easier for customers in the grocery and liquor categories to access the Unpacked product suite through a single organisation, Coles 360.”