04/08/2016: The South Yarra Coles Express Pilot Store. Stuart McEvoy for The Australian.
04/08/2016: The South Yarra Coles Express Pilot Store. Stuart McEvoy for The Australian.

Coles’ massive change to the way you shop

Coles' weekly shopping catalogue is undergoing a makeover - of the digital kind.

With the COVID-19 pandemic forcing more Australians indoors under lockdown restrictions, the supermarket giant has decided to axe its delivery of the paper catalogue to homes across Australia.

Instead, Coles is launching coles&co, a new online experience that will enable customers to see 'shoppable' specials, and tap on a product to add it to their basket.

They will then be able to check out via online shopping services - or save it in a shopping list to take with them when they enter a Coles store.

Coles Chief Marketing Officer Lisa Ronson told News Corp the digital transformation had been in train for quite some time, but COVID had driven customers' digital adoption at a "dramatic rate".

Coles confirmed that chefs and other contributors, including their ambassador Curtis Stone also offer tips and tricks.

coles&co at coles.com.au will be available from Thursday this week, where customers can sign up to new content and previews of weekly specials, including many at half price.

The supermarket will stop its delivery of the weekly printed catalogue to homes from September 9.

Ms Ronson said customers will be able to get previews to specials before anyone else seems them.

"We will be rewarding the customers that interact with us the most," she said.

Coles will not deliver its catalogue afterSeptember 9 to households. Picture: Stuart McEvoy for The Australian.
Coles will not deliver its catalogue afterSeptember 9 to households. Picture: Stuart McEvoy for The Australian.

 

"We will see how you interact with the content, and send you special offers and deals ... it will take time to get to know what your preferences are, but we will be trying to be helpful."

Coles has also assured customers a reduced volume of printed weekly catalogues will continue to be available in store.

Coles Group CEO Steven Cain said they have seen an increase of more than 50 per cent in readership for our digital catalogue since March.

"We are living at a time of unprecedented societal change, including a surge in the diversity of consumer tastes and dietary needs," he said.

"As customers add more fresh food to their diet they're shopping more often, and their appetite for immediacy and digital information means a weekly, one-size-fits-all, catalogue in their letterbox is no longer as relevant for them as it once was.

"We're using our digital capabilities to replace it with something more personalised. As we add new features, this could include recipes that change daily rather than weekly, as well as tailored content on food and drink trends."

A Woolworths spokesperson told News Corp it will continue to offer our printed catalogues alongside their digital version for the foreseeable future.

"As more of our customers turn to our website and app to shop, we're featuring more specials in the digital catalogue than our print version and putting a bigger focus on meal planning and recipe ideas," he said.

"We've also made it easier to shop from the digital catalogue with the ability to add items directly to your shopping list at the tap of a button.

"We'll continue to listen to our customers and tailor our approach in line with their evolving needs."

Originally published as Coles' massive change to the way you shop


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