Coles launches fortnightly ‘Best Buys’ online marketplace to rival Aldi and Woolworths

Coles is taking on its rival supermarket giants Woolworths and Aldi with a new online marketplace which is set to shake up the way Australians shop.

Exclusive: Coles is taking on its rival supermarket giants Woolworths and Aldi with a new online marketplace which is set to shake up the way Australians shop.

From Wednesday, consumers will be able to buy a range of “Best Buys” online products that do not sit on supermarket shelves including Apple products, table sets and kitchen ovens.

The move is aimed at leveraging Coles’ customer base while broadening its retail offering.

Coles General Manager Jonathan Torr said its new online platform will offer lifestyle products and showcase their “limited edition products” across the country.

“Our Coles Best Buys program has proven incredibly popular with our customers over the past year,” he said.

“Now we’re excited to launch an online platform where customers can exclusively get an array of large, big-ticket items online under the trusted Best Buys brand.”

Apple iPad 6 will be sold on Coles’ new online marketplace. Picture: Supplied

One of the many products to be sold on Best Buys. Picture: Supplied

With only nine weeks until Christmas, the retail giant will have a number of products available this week, with new products added fortnightly from Friday.

Products available at BestBuys.coles.com.au include a refurbished Apple iPad 6, a greenhouse worth nearly $700, a cooking pack oven and cooktop worth nearly $600.

“While we want to keep the collection small to ensure we’re offering a good mix of in demand, essential products, we’re looking forward to expanding our existing brand partners’ range,” Mr Torr said.

“As well as working with new suppliers to continue evolving the offer and exciting our customers with a variety of much-loved products they cannot get in store.”

Queensland University of Technology business researcher Dr Gary Mortimer said major retailers are turning to the “endless aisle” strategy, which will allow them to offer up “volumes of choice” at the touch of a button.

“These major retailers are adopting an endless aisle philosophy. While in a perfect world it would be nice for a retail to carry every consumable product in their store, it’s not an efficient way to do business,” he said.

“Retailers are looking at their in store range and ensuring that their most popular brands are available, and those bespoke, customised, individual products and brands will be offered but via an online platform.

Marketlane Amalia Mosaic Table Set of 2 will be one of many products available at Coles’ new online marketplace. Picture: Supplied

“It also means that these big retailers don’t need to order and pay for the inventory. The supplier ultimately holds this inventory and it’s supplied to the retailer’s customer.”

The move comes as Woolworths launched their own Everyday Market in September, an online marketplace which includes items in categories including household, health and beauty, pet care, baby and toys.

It was designed to allow shoppers to browse for extra products while completing their regular grocery shopping online.

Items included on the platform cover a range of household name brands, such as Russell Hobbs, Nutribullet, Dyson, Barbie, Fisher-Price and Vetalogica.

However, unlike their competitor Woolworths who charge for delivery, Mr Torr said Coles customers can purchase as many or as few items as they like, which will come at no charge.

“By working closely with our brand partners to get products directly into their homes sooner, we‘re able to save operational costs so in turn we can provide the best price possible,” he said.

Coles Best Buys Online Exclusive products are only available at BestBuys.coles.com.au. Products purchased or delivered via Coles Online orders, and cannot be returned to Coles stores.

Products on sale at BestBuys.coles.com.au

Apple iPad 6 Wi-Fi Refurbished [32GB] $259.00

Marketlane Amalia Mosaic Table Set of 2 $149.00

Marketlane Instant Gallery Wall 20 Piece Frame Set Black $69.00

Cooking Pack Oven and Cooktop $599.00

Marketlane Large 60cm White Orchid Potted Faux Plant $99.00

Marketlane Set of 3 Reyes Round Rattan Nesting Side Tables $149.00

Marketlane Large Urban Frameless Oval Vanity Mirror $49.99

Marketlane Large Urban Frameless Round Vanity Mirror $49.99

Keter Boston Cabinet $229

6’ x 4’ Harmony Greenhouse $699.00

Originally published as Coles launches fortnightly ‘Best Buys’ online marketplace to rival Aldi and Woolworths