Promotional Strategies
Critics of Coles' Promotional Strategies
In terms of the promotions for Pringles
Coles is one of the major supermarket brands in Australia. There are 3 big supermarkets in Australia: Coles, Woolworths and ALDI. It is very lucky for customers that there are many supermarket franchises competing with each other with great deals and promotions. For the sake of the capitalistic economy, it will be quite clear that these companies will put a lot of effort to have powerful promotional strategies to stand up to the other brands. Then. what promotional strategies does this gigantic supermarket brand, Coles, use to beat the others in the market?
Let us focus on one specific famous item, Pringles, to analyse its promotional strategy. Pringles is an American brand of potato chips with global fame and fans. It is usually sold at most of the supermarkets in the world regardless of the size of the supermarkets. Coles, of course, sell Pringles at their stores and often put it on sale. On the date of this blog's publication, it was on sale at Coles as well [1]. However, it seems like Coles does not put any effort to create awareness of its sale or promoting to customers. Coles creates their own weekly catalogue to attract customers with great deals and sales but Pringles is not on the catalogue even though it was on sale to discount 1 AUD out of its RRP (Recommended Retail Price), 4.5 AUD [2]. Coles does not get consumers to try it.
Also, the easiest ways to find this discount information are by searching Pringles on Coles' online shopping mall or visiting Coles in person. It seems like Coles has nice promotional strategies by providing weekly catalogues and an online shopping mall but it does not cover some of its on-sale products and access to the discount information is limited.
But what about the loyalty program of Coles? Coles group has their own loyalty company called Flybuys. By providing the loyalty card for free and allowing consumers to claim beneficial items with their accumulated reward points, Coles tries to retain its loyal customers to think Coles to be their main priority supermarket to buy their daily products. Customers are able to collect their reward points whenever they purchase any products at Coles. Thus, customers can be enticed by Coles to buy their product more often. Also, Coles has the lowest pricing strategy to identify more customers [3].
[1]
Coles. "Pringles search results on Coles online shopping mall."
https://shop.coles.com.au/a/national/specials/search/pringles?pageNumber=1 (accessed 30 July, 2022).
[2]
Coles. "Coles weekly catalogue."
https://www.coles.com.au/catalogues-and-specials/view-all#view=catalogue2&saleId=45243&areaName=c-nsw-met&page=11 (accessed 30 July, 2022).
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