Coles are implementing a new marketing ploy as Australian supermarket powerhouses compete for consumer attention.
On Wednesday, Coles will launch a mini ‘collectables’ campaign in their never-ending rivalry with Woolworths.
The marketing ploy comes after Woolworths spent $1billion dollars on lowering prices and improving in-store shopping experiences, over the past year.
This saw Woolworths overtake Coles’ dominance from its repetitive and successful ‘Down Down’ campaign.
Coles will launch a new marketing campaign (pictured) on Wednesday in continuous competition with Woolworths
When consumers spend over $30 in store they will receive a mini collectable which they can collect and store (pictured)
Martine Alpins, a Coles spokesperson, said that consumers will receive a mini collectable for every $30 spent in store, 9News reported.
‘These are some of the biggest brands we’ve worked with to make little items that our customers can collect, and swap in collector cases,’ she said.
Marketing expert Dee Madigan says that collectable campaigns are usually tailored towards children.
However, Madigan predicts Coles will be successful as similar campaigns have excelled in overseas markets.
Coles are also planning to redesign their supermarkets in a move that would see them closely resemble Woolworths Metro Mini shops.
The new format will see small, convenience-style shops where customers will be offered exclusive products.
Marketing expert Dee Madigan said the campaigns are usually tailored for children but have been successful in overseas markets
Retail expert, Dr Gary Mortimer says the trend makes logical sense as large supermarkets cannot fit into urban, inner-city CBD areas.
‘Those smaller format convenient style supermarkets will really start to grow and that will improve better offers for consumers.’
In June, Coles’ outgoing boss John Durkan announced plans that the supermarket wants 40 per cent of its products to be homebrand by 2023.
In September, he will step down as Coles Managing Director and be replaced by Steven Cain.
Woolworths are also focusing on their homebrand products as well as continuing their low prices campaign – with around 3,000 products on special each week.
They have also launched their healthy and wholesome Macro Foods range which now spans over 350 products.
Coles previously dominated the price wars with their effective and repetitive ‘Down Down’ campaign (pictured)