Coles ditches print catalogues in favour of digital

As Australians increasingly look online for their daily shopping inspiration, Coles is launching coles&co, a new experience that will offer specials alongside exclusive content about new products, tips and recipes.

a“With COVID-19, we’ve really seen a shift to online shopping in the last few months, as lots of our customers try our contactless home delivery and Click&Collect services for the first time. We’ve also seen an increase of more than 50 per cent in readership for our digital catalogue since March,” said Coles Group CEO Steven Cain. “We are living at a time of unprecedented societal change, including a surge in the diversity of consumer tastes and dietary needs.

“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.

The company will be using its digital capabilities to replace it with something more personalised. As more new features are added, this could include recipes that change daily rather than weekly, as well as tailored content on food and drink trends.

“We will be investing more in digital content and capability for customers and suppliers, as well as better value by lowering the cost of breakfast, lunch and dinner, and improving our sustainability by reducing our reliance on paper.”

coles&co features ‘shoppable’ specials, allowing customers to do their shopping from the screen. They tap on a product to add it to their basket, and then check out via Coles’ online shopping services – or save it as a shopping list to take with you when shopping instore.

Coles chefs and other contributors, including Curtis Stone, will provide new content everyday, including tips and tricks on how to make the most of in-season fruit and veggies, and recipes for quick, simple and healthy meals to help customers eat better while saving money.

From Thursday, Customers can access coles&coat coles.com.au, where they can also sign up to unlock new exclusive content and previews of weekly specials, including many at half price. With the shift in customer preference towards digital communications, from 9 September 2020Coles will no longer deliver printed catalogues to letterboxes.

“Since 2000, we have delivered around 200 billion pages of weekly catalogues to letterboxes across Australia,” = Cain said.

Cain said ceasing the delivery of printed catalogues would save over 10,000 tonnes of paper every year – the equivalent of an estimated 80,000 trees.

“We’re committed to being Australia’s most sustainable supermarket and reducing our reliance on paper by prioritising digital channels like coles&co is a  step towards that goal,” Cain said.

A reduced volume of printed weekly catalogues will continue to be available in store.

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