Smith St.Reimagined
From cost line to growth engine.
Four years ago,we set out to build something different
A customer obsessed, commercially minded growth engine embedded inside Coles
The first chapter was about integration...
The next chapter is about effectiveness, poweredby intelligence
Our partnership vision
Making Coles the most effective marketing organisation in Australia
The three unlocks
Making Coles the most effective marketing organisation in Australia
Knowing Every Customer
Shaping Every Experience
01
Enabling a richer understanding of Coles audiences (beyond transactional data)
03
Driving enterprise brand differentiation and creative effectiveness
02
As part of the broader transformation, Smith St. is reimagined into a more connected ecosystem for customer growth
The Brand Memory Layer becomes Coles' brand memory – every brief, campaign smarter than the last.
Transformation through 1% gentle pressure every day.
The Plan
Creative Effectiveness
Intelligent Briefing
01
Collaborating to evolve the model, capability and work.
04
06
6 seismic shifts of Smith St. Reimagined
The economics of marketing delivery change permanently.
Intelligent Production
03
One spine, one truth. Acxiom becomes the single data spine.
Intelligent Planning
02
Courage is collective, we just change what we do, not just what we say.
The Operations
05
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