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Coles boosting e-commerce with digital-first, shoppable catalogue

In an effort to better personalise online shopping recommendations to its customers, Coles announced on Tuesday it will be launching a digital portal that serves to offer daily refreshed deals and content: Coles&co.

The new experience will be housed within Coles’ website as of Thursday 13 August, and will offer ‘shoppable’ specials as well as rotating content such as recipes, tips and products.

“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,” Coles chief executive Steven Cain said. 

“We’re using our digital capabilities to replace it with something more personalized.”

Coles will also be moving away from printed catalogues, no longer delivering them to letterboxes as of September 9, though some will be available in store for browsing customers.

By making this change, according to Cain, Coles will save over 10,000 tonnes of paper each year.

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

The shopping portal is the latest in a number of new digital endeavours for Coles group, which partnered with loyalty program Flybuys to launch its own payment platform in June called Flypay. 

The payment platform is available to customers shopping on Coles Liquor sites, including Liquorland, Vintage Cellars, First Choice Liquor and First Choice Liquor Market, with more Coles brands to be added in the coming months.

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