Coles Milk Promotional Strategies

Coles has hundreds of exciting, innovative products across the store that are both great quality and value.

Coles, is an Australian supermarket, retail and consumer services chain founded in 1914. Coles also sells its own private Coles branded labels products in their stores. It is a mid-price range brand designed to match other established branded products. Among them, Coles branded milk is also one of the highest selling products in the store even with the other competitor's brands like Dairy Farmers and Devondale. Now let's look at how coles is promoting their private label branded milk.

Coles branded milk on shelves

 

"Awareness"

Coles publishes catalogues every week to promote and let their customers know about different products and discounts they can have if the customers buy the product in that specific week. The catalogues are made public on their website and printed versions of catalogues are made available to all the customers for free to take in front of their stores. Especially the coles branded products like Milk and others are highlighted more in their catalogues and offered more discounts. Coles Milk is relatively cheaper than other milk brands found in the store hence often people buy Coles branded milk as it is known to be of good quality.

This has also created a new way of awareness of the brand as "word of mouth" people start talking about the coles branded milk price and quality hence their friends and family end up buying the same milk as they heard of.

Different coles branded products including milk

"Free and discounted samples"

Coles uses serval methods to involve their customer in trying their products. Coles uses "Flybuys" as their main promotional method. Flybuys is a customer loyalty program in which customers can get rewarded with points on every dollar spent. To make the customers try the milk they sometimes add extra points on coles branded milk which will ultimately reduce the price of the milk and customers are more likely to choose coles branded milk.

Sometimes they even give the milk for free to try using the same flybuys programme where the customer just needs to scan their flybuys code at checkout to reduce the price to zero. Coles also offers customers a money-back guarantee if they don't like the product.

Coles Flybuys offers for customers

"Information about the product"

Coles gives information about their products to existing and possible customers with the help of advertisements and promotional campaigns. They advertise the product on national television, on buses, in front of the store and many more. 

Coles has designed their website as an e-commerce online platform that allows customers to buy and view their products online and get delivered at home. Basically, coles give information about the Milk in the milk bottle itself. But people can check the information about the milk on the coles website or mobile application. It contains all the dietary information like fat level, energy and calories.

Coles Full Cream Milk Nutrition Facts

"Retaining loyal customers"

Coles retains their loyal customers by introducing new and more exciting offers every week. They introduce a new offer like giving bonus points if the customer shops every week with a certain spending threshold. In the given screenshot below coles is offering customers10,000 bonus points which is equivalent to $50 worth of money to those users who spend $50 in one transaction each week for 4 weeks.

This creates customers' intention to buy the product more and come to the same supermarket for 4 weeks as in order to qualify for this promotion the customer must shop every week and spend a minimum of $50. In addition to this, customers are also offered other promotions like buy 2 to get discounts or buy more to get discounts. They also use customer feedback to make the product better and according to people's needs. They are also capable of providing new flavours of milk if the public demand is high. This creates a bond with customers which will help them to go in the long run.

Flybuys promotional offer

"Identifying more customers"

Coles identifies their new customers by creating and analyzing feedback, surveys and forms. They also run campaigns by opening stalls and offering people samples of their products and asking for feedback in order to lure new customers. They also offer inactive customers more exciting offers to get their trust.

In conclusion, Coles has been trying and succeeding to promote its Milk product. People are also giving positive feedback on their milk products and are succeeding in comparison to their competitors.