Coles has opened a new Coles Local neighbourhood supermarket format in Surrey Hills, Melbourne.
Half the size of a typical Coles supermarket
The new format at 1,280 sq m is half the size of a typical Coles supermarket and the launch is a culmination of a two-year project by the retailer. The store is designed to tap into the changing needs of Australian shoppers, with a tailored in-store experience and range that meets the needs of the local community.
Australian and convenience focus on range
The store focuses on products sourced from Australian suppliers, as well as 100% Australian-grown fresh fruit and vegetables, meat and seafood. It features an in-store barista, as well as a new concept called the ‘Foodie Hub’ where a chef offers product samples and cooking inspiration to shoppers. The store is the first in Australia to offer new convenience meals and prepared fruit and veg under a new private label brand, Coles Local.
Strong local community appeal a core element
As well as offering a more convenient and tailored experience, the new format aims to be a good neighbour. The store aims for zero edible food waste, will contribute to the local community groups including Surrey Hills Neighbourhood Community Centre and the local Rotary Club, plus the majority of the 81 staff members are from the local or surrounding area.
Tapping into a growing Australian and global trend
Woolworths has been actively rolling out its Metro format over the past few years, a similar convenience / neighbourhood supermarket format that has seen positive sales growth. The new format from Coles will look to muscle in on this success and is clearly designed to tap into the changing needs of Australian shoppers, who prefer to shop little and often for their groceries. Globally store footprints are shrinking, plus convenience and online grocery retailing are the fastest growing channels, we don’t foresee why these trends will not also shape the Australian retail landscape in the years to come.
Making life easier for customers
Coles CEO, Steven Cain, commented, “The great thing about Coles Local is that it makes life easier for our customers and helps them explore their love of food. Our customers have told us they’re often juggling shopping with a busy family and work schedule, so there will always be a friendly team member who can help them find the specialty products they want to take home for their families.”
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