Coles Launches Digital Channel to Replace Paper Catalogues

August 18, 2020 Updated: August 19, 2020

Coles will no longer deliver its weekly printed catalogues in letterboxes from Sep 9, 2020. Instead, the Australian supermarket chain is launching “coles&co”, a personalised online catalogue to inspire customers with new products, tips, and recipes.

In a statement released on Aug 11, Coles Group CEO Steven Cain said that the weekly, one-size-fits-all, catalogue in customer’s letterboxes is no longer as relevant for them as it once was.

“We’re using our digital capabilities to replace it with something more personalised. This could include recipes that change daily rather than weekly, as well as tailored content on food and drink trends,” Cain said.

According to Coles, chefs and contributors will provide daily shopping inspiration, including tips and tricks on how to make the most of in-season fruit and veggies.

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People line up outside a Coles supermarket in Malvern in Melbourne, Australia on Aug 2, 2020. (Darrian Traynor/Getty Images)

Cain said that there had been an increase of more than 50 percent in readership for its digital catalogue since March.

“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,” Cain said.

He said the “coles&co” digital channel is a significant step towards the goal of becoming Australia’s most sustainable supermarket.

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

The Last Day of Printed Catalogues

The delivery of weekly printed catalogues to customer letterboxes has been a feature of the Australian supermarket shopping experience for decades.

Although during the first wave of the CCP virus delivery was temporarily suspended because of limited product availability caused by a surge in demand.

Customer trends both in Australia and internationally have seen fewer households make use of printed catalogues each year. As consumers increasingly look to social media, TV cooking shows, and online shopping sites to inform and inspire their shopping decisions.

Coles said a significantly reduced volume of printed weekly catalogues would continue to be available in store.