Coles Online

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Coles Online
Industry Online Retail
Founded 1999; 18 years ago (1999)
Headquarters Hawthorn East, Melbourne, Victoria, Australia
Number of locations
Key people
Alister Jordan
Parent Wesfarmers

Coles Online is an online retail website operated by Coles Supermarkets, one of Australia's largest companies. The service offers a wide range of typical grocery products for purchase via the internet and subsequent home delivery or 'click and Collect' locations. The service is available to more than 85% of the Australian population.

History and development[edit]

Coles Online first accepted orders in 1999, delivering to selected areas in Sydney and Melbourne although the business model was unprofitable. During the 1999–2000 financial year, the business was reported to be losing A$0.056 for every A$1 of sales.[1]

In order to acquire greater market share and reverse losses, Coles Online purchased Sydney based internet grocery store Shopfast in 2003.[2] Although unprofitable, at the time Shopfast was the largest online grocer in Australia.

During this period, all orders placed by customers were filled in dedicated warehouses[3] and it was not until 2007 when Coles Online, influenced by UK executives recruited to the company, moved to a store-based order fulfilment model.

In July 2008, to complement the new picking processes, Coles Online launched a new website[4] with a view to making Internet shopping faster and easier for customers, as well as adding many new features already standard for other online grocery stores, but at that time still absent from the Coles site.

With the new website and order fulfilment model in place, Coles Online undertook an aggressive expansion program to extend delivery areas beyond Melbourne and Sydney, the only two cities included in the online program since 1999. In October 2008 the delivery area was extended to Newcastle and Canberra, as well as Brisbane and The Gold Coast, with the Sunshine Coast added in February 2009. By October 2009 Queensland was the top retail market for Coles Online in Australia, surpassing the New South Wales and Victoria regions that had been in operation for 10 years.[5]

In April 2009, Coles Online began deliveries to Perth for the first time,[6] and in June of the same year became the first major grocery retailer to introduce online shopping to Adelaide.[7] Coles Online also began deliveries to Hamilton Island in mid 2009[8] and ceased them in 2016.[9]

Apart from home or office deliveries, Click and Collect is another part of the Coles online shopping experience. Customers can have their order shopped for them by a personal shopper and then collect the order themselves from dedicated Coles collection points. Coles online launched their first off site Click and Collect cold storage locker system at the Coles Express service station in Windsor VIC in May 2011.[10]

Coles relaunched its web site in 2013. This significantly improved the functionality of the site by including features such as comparison. The checkout process was also simplified and the ability to build a basket from a shopping list. Filtering of products with attributes was introduced and the product information enhanced through a contract with SKUvantage.

See also[edit]


External links[edit]