Coles launches Aussie-first service in promise to make shopping easier

Coles has today announced a quality-of-life improvement for busy shoppers, with a click and collect service promising order fulfilment in under 60 minutes.

Traditionally, click and collect services at supermarkets and other retailers have had very long wait times, subtracting greatly from the purported convenience.

Coles says its new Rapid Click&Collect service will "make shopping faster and easier for Australians than ever before", promising customers they can collect their groceries within 60 minutes of placing an order.

Customers at a busy Coles supermarket
Coles' new Rapid Click&Collect service promises order collection within 60 minutes. Source: Reuters

Beer and chicken in an hour

The retailer launched the new service at its next-generation supermarket in Cheltenham, Victoria.

The faster service allows customers to order from an extended range of over 20,000 products, some not previously available online, like their ever-popular hot roast chickens.

Customers will also be able to select from a range of local and international beer, wine and spirits at selected stores.

Coming to a store near you

The new service was successfully trialled earlier this year and is now available in nearly 400 Coles stores around the country, with the service coming to another 200 stores early in 2023.

Coles CEO Steven Cain said the supermarket chain's customers are increasingly chasing a more convenient shopping experience and want solutions that allow them to shop anytime, anywhere and anyhow.

Coles CEO Steven Cain
Coles CEO Steven Cain says customers are increasingly chasing a more convenient shopping experience. Source: Getty Images

"Our research shows the number one consideration for online shoppers is convenience and for click and collect customers it’s immediate collection," Mr Cain said. "Rapid Click&Collect in under 60 minutes will make it easier for customers to have their groceries conveniently delivered to their car boot as quickly as possible when they don't have time to shop inside the store."

What's the catch?

Customers will pay a flat fee of $5 for the new service, which will be available between 8:30am and 4:30pm daily for shops containing up to 40 items.

However, Coles says Coles Plus members won't pay a thing, receiving free Rapid Click&Collect as part of their subscription benefits.

To save even more time, shoppers will be able to use the Coles app to notify the store when they're on their way to collect their orders.

Next-gen shopping experience

The launch comes as Coles officially opens its next generation of supermarkets in Melbourne's bayside suburb of Cheltenham.

Coles says the new Southland store will showcase the latest technology and innovations across the store's grocery and fresh produce aisles, the largest Click&Collect area ever, digital ticketing and scales, own-container shopping, and hybrid self-service/traditional checkouts.

Coles cashier serving customers
Coles' new hybrid checkouts will alternate between self-service and staffed, according to customer preference. Source: Reuters

Coles says the new hybrid checkouts are designed to provide more choice for customers, rotating between self-service mode and team member service, based on customer preference.

"We're excited to be bringing new technology-led innovations to Coles Southland that will make it easier for customers to shop the way they like... while also reducing waste through initiatives including BYO containers," Mr Cain said.

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