Barrows Connected Store, QSIC synchronize in-store audio, video retail media. Share via: Barrows Connected Store and QSIC announced a strategic partnership designed to unify in-store audio and digital video into a single, data-driven retail media platform. The deal connects Barrows' ConnectOS-powered in-store digital video network with QSIC's intelligent audio platform, enabling synchronized multi-sensory campaigns measured against real-world transaction data. The core problem the partnership addresses is straightforward: in-store audio and video have historically been planned, bought and measured separately, producing fragmented shopper experiences and siloed performance data. The combined offering will provide centralized campaign deployment, predictive store- and category-level targeting, real-time audio-video synchronization and closed-loop attribution tied to first-party retail data. Matt Elsley, co-founder and CEO of QSIC, said the integration closes a long-standing gap in how physical retail media has been executed. "Shoppers don't experience retail in silos, and retail media shouldn't either. Yet for too long, audio and video have been planned, activated and measured in isolation," he said. "QSIC has built the intelligence to measure in-store retail media tactics at a transactional level, and combining that with Barrows' video network means we can now synchronize creative in real time, grounded in actual purchase data. "For brands, that's not just a better shopper experience, it's a fundamentally more accountable way to reach people where decisions actually get made. For us, this is just the beginning." Case for creative synchronization. Research from Kantar cited by the companies found that creative quality contributes nearly 50 percent of overall media impact, with cross-channel creative synergy contributing up to 55 percent. Separately, studies show 57 percent of shoppers are influenced by in-store advertising at the moment of decision, and 72 percent make unplanned purchases based on in-store messaging. Brian DeCoveny, managing director of North America at Barrows Connected Store, said the partnership enables campaign formats that weren't previously achievable at this scale. "Think category takeovers, high-impact seasonal activations or brand moments that dominate a key timeframe - all enhanced by predictive targeting and closed-loop measurement using first-party retail data. Together, we're delivering the right message, at the right time, in the right context," he said. Scope, sectors. Both companies operate across grocery, mass, convenience, quick-service restaurants, liquor, hospitality, fashion, specialty retail and department stores. QSIC reaches more than 350 million in-store shoppers monthly through its audio platform. Barrows operates globally through its ConnectOS platform, which allows retailers and brands to activate, manage and measure campaigns in real time with locally relevant digital content. The Shelby Report delivers complete grocery news and supermarket insights nationwide through the distribution of five monthly regional print and digital editions. Serving the retail food trade since 1967,... More by Shelby Team Your email address will not be published. Required fields are marked *

Join the fun at Mardi Gras 2026. The 48th annual Sydney Gay and Lesbian Mardi Gras Festival is already well underway, with a wide range of events and parties taking place all over the Harbour City. This year's theme is ECSTATICA, which organisers say celebrates "queer joy, pride, and defiance", representing a "collision of glamour, grit, and raw joy". Here's a selection of some of the events taking place alongside the iconic parade this Saturday: Archie Rose and Applejack's Mardi Gras partnership Archie Rose and Applejack have announced a two-year partnership which this year is offering a dynamic calendar of activations, events and special cocktails to venues across Sydney throughout the festival to kick off the celebrations. Across the 2026 festival, Archie Rose will activate in key Applejack venues including Opera Bar, Taphouse, Forrester's, The Butler and Juanita's Bar, delivering a jam-packed program of inclusive, high-energy events designed to celebrate creativity, community and queer expression. Highlights include fan favourite queen Kalin Klein hosting Drag Bingo and Trivia at The Taphouse, a Parade Day Viewing Party at Forrester's, and a vibrant program at Opera Bar featuring sunset DJ sets, a live voguing contest honouring Harlem ballroom culture hosted by Sydney collective House of Silky, and a Drag Wheel of Fortune with prizes to win. All alongside a specially curated cocktail list showcasing Archie Rose's award-winning gins, whiskies, rums and vodkas. The Opening Act at 25hours Hotel The Olympia 25hours Hotel The Olympia, at 1 Oxford Street, Paddington will be hosting a free parade day party which runs from 3pm until late. Expect an open-house celebration and a bold nod to Oxford Street's party heritage, including the revival spirit of the iconic Grand Pacific Blue Room era, this is 25hours' playful yet polished take on Mardi Gras. There will be a full-building takeover from 3pm, with DJs and live performances across the ground floor before the party moves into The Mulwray cocktail bar until late. The line-up includes Dyan Tai, Charlie Villas, I Hate Kilimi and Tyrone Pynor. The space will be anchored by an El Jimador pop-up bar, with a Lion Nathan bar in the atrium pouring beer and Chandon Garden Spritz. Food will include souvlaki, and falafel plates, designed for easy, social grazing. The bottleshop RAVE CAVE Liquorland has partnered with Audio Platform QSIC transforming its Darlinghurst cool room into a pop-up Rave Cave. From Monday 23 February to Sunday 1 March, the cool room will be reworked into a disco-lit pride party, complete with mirror balls, bold lighting and a curated Mardi Gras playlist, welcoming anyone keen to drop in. MisTy Delray, Coles Ambassador and Drag Queen, will be making her presence known on Wednesday 25 and Thursday 27 February from 4:00pm-6:00pm, adding her iconic flair to the Rave Cave. On Saturday 28 February, the volume turns up a notch, with a live DJ spinning inside the Rave Cave before the legendary Mardi Gras Parade rolls past the store later that evening. Solotel to paint the city rainbow Solotel has a packed program events, themed cocktails and parade after-parties across some of their most popular venues. With exclusive drink offers such as 2-for-$20 Brookvale Union Ginger Beers, a limited-edition Grey Goose cocktail menu and free-entry events, Sydneysiders will not want to miss this. The Absolut Heaps Gay Mardi Gras Afterparty Absolut returns for its 7th year as a proud partner of Sydney Gay and Lesbian Mardi Gras, and is once again part of the Heaps Gay Mardi Gras Afterparty and the Poof Doof Big Gay Block Party. The Heaps Gay Afterparty takes place at Manning Bar, Eora from 9pm until 4am on Saturday, while the Poof Doof Big Gay Block Party is at Ivy Precinct, from 9pm until 6am - click the links for more information and ticket details. Also, Asahi Beverages and Treasury Wine Estates will celebrate loud and proud with a joint float for the first time under the banner of "Thirsty for Love". Around 80 staff will march in the Parade down Oxford St and beyond on Saturday 28 February. Treasury Wine Estates' Squealing Pig is the official wine partner of the festival this year while Asahi's Brookvale Union is the official beer, ginger beer and whisky partner, with Asahi's 4 Pines Brewing Co also supporting the partnership. February 9, 2024 February 14, 2025 February 7, 2024

Coles 360 appoints Ben Dixon to lead agency sales. Ben Dixon. Credit: Coles 360 Coles 360 has appointed Ben Dixon as head of agency sales, tasking him with leading agency engagement as the retail media business expands its omni-channel offering. Dixon joins from QSIC, where he was head of retail media APAC and led the company's expansion into the US market. He has more than 20 years' experience across media sales, agency leadership and retail media, including more than 15 years running media agency sales teams. Dixon will lead the agency sales strategy, supporting agencies across audience targeting, closed-loop measurement and omni-channel activation within Coles Group's retail media network. "I'm thrilled to be joining Coles 360 at such an exciting time for the business and the broader retail media category," Dixon said. "Retail media is growing rapidly, and Coles 360 is at the center of that momentum. "The advanced audience capabilities and measurement solutions the team has built and continues to build presents a significant opportunity for brands and agencies to rethink how media is planned, activated and measured." Coles 360 general manager Tiffany Chen said the appointment comes as demand for integrated retail media grows. "We're delighted to welcome Ben to Coles 360. He brings deep expertise across both the agency and retail media landscapes, locally and globally, which will be invaluable as we continue to strengthen partnerships with agencies and unlock greater value for brands," she said. "Increasingly, agencies are looking for more integrated, insight-driven solutions that deliver measurable outcomes. Ben's leadership will play a critical role in helping our partners harness the full Coles 360 ecosystem." Coles 360 sits within Coles Group and works with brands to reach shoppers across the shopping journey.