Coles Promotional Strategies for Coke

 

Coles is a leading Australian retailer, with over 2,500 retail outlets nationally. We will demonstrate Coles’s promotional strategies through the following questions and Coke will be used as our product example.

How does the company create awareness of its product?

Coke products are displayed at the front of the aisle, which it usually put lots of boxes of discounted Cokes at the very beginning of the shelf to attract customers. It also includes coke in its weekly specials catalogue where it usually set a discount for the Coke products.

How does the company get consumers to try its product?

Whenever there is a newly released flavour of Coke, Coles will put special label for it, such as “New Flavour!”. This will attract the customers to give it a try, especially the Coke lovers.

     How does the company give information about the product to its customer?

Coles’s customers are encouraged to sign up in its website as well as the email subscription. By doing this, the customers will be informed whenever there is new products or promotion. Coles also provides weekly catalogue to the customers through its online website and paper catalogue to every residential house.

     How does the company retain loyal customers?

Coles has a loyalty program called “Flybuys” where customers can collect points at every purchase at any of the Coles Supermarket. There are rewards, such as gadgets and home appliances. Through this, customers will be more likely to choose to shop at only Coles to accumulate their points to earn the reward.

     How does the company entice the customer to buy more and use their product frequently?

Coles sets certain goals with rewards for its customers. For instance, Coles is in partnership with Royal Dutch Shell, commonly known as Shell. Every time the customers spend $20 or more, their receipts will come with the bar code, which the customers can use it to save 10 cents per litre when pumping fuel at any Shell petrol station. It is worth to note that each reward is only for one-time use so the customers will be more likely to spend at least $20 every time they shop.

     What promotions does the company use to identify more customers?

Coles has popular promotion, such as the Coles Little Shop campaign where customers are attracted to spend more to get collect all the little toys. The first campaign was so popular that Coles decided to extend it beyond the planned finish date. During its Little Shop 2 which is the second promotion, Coles had a 5% jump in sales in the first quarter of 2019!

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