Coles will no longer deliver catalogues, opting for new digital experience

Coles will no longer deliver catalogues to mailboxes and will only stock a small number of catalogues in store as it looks to follow changing consumer habits and become more sustainable.

As a replacement, the business is rolling out a new digital experience, Coles&co, to offer consumers the weekly specials alongside exclusive content.

Coles Group CEO Steven Cain said the demand for digital catalogues has significantly increased during the COVID-19 pandemic and that consumers have adapted their habits past the need for printed catalogues.

“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% in readership for our digital catalogue since
March,” said 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 new Coles&co offering will be ‘more personalised’ said Cain and could in the future include daily content tailored to consumers.

“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 will feature ‘shoppable’ specials, allowing customers to do their shopping right from the screen, and new content from Coles chefs, including Curtis Stone, and other contributors.

The new digital offering will roll out from Thursday. Catalogues will cease as of September 9.

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

Pointing again to sustainability, Cain said ceasing the catalogues will save 10,000 tonnes of paper annually.

“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 significant step towards that goal,” Cain said.

Catalogues had already been suspended during the first weeks of the pandemic, due to the waves of product demand that saw many supermarkets without basic items for weeks.


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