Coles will use I&C’s Self Serve data analytics tool and a team of I&C analysts in Melbourne will work towards gaining a better understanding of customers through the retailer’s FlyBus loyalty programme.

I&C will also provide additional services that will allow Coles to carry out a range of targeted marketing campaigns through emails, direct mail and in-store.

Groupe Aeroplan president and CEO Rupert Duchesne said: “The scope and size of this opportunity and the ability to take Self Serve and our CRM services into a new market is very exciting.”