Internet tool reveals which supermarket Aussies prefer between Coles and Woolworths

Data from internet extension SmartCart has revealed surprising insight into where shoppers would rather spend their money when comparing Coles and Woolworths.

Data unearthed by a new tool allowing shoppers to directly compare the cost of Coles and Woolworths groceries has revealed which retailer most shoppers prefer.

The SmartCart internet extension launched earlier this year and gave consumers an easy way to find out which supermarket giant would supply their groceries at a cheaper price.

Figures shared with news.com.au showed not only were Woolworths groceries cheaper on average, but consumers preferred to shop there even when their bill was higher than it would be at Coles.

“Interestingly, 93 per cent of the time after users compare their cart at Woolies they decide to stay. Regardless of whether it was cheaper or not,” developer Dallas Hall said.

Meanwhile, 20 per cent of people who start their shop at Coles end up moving their entire cart over to Woolworths to buy from there.

Coles came out second best in preference. NCA NewsWire/Sarah Marshall

Shoppers typically preferred Woolworths. Picture: Supplied

More than 70 per cent of people who use the site start their shop with Woolworths, compared to just 30 per cent who do the same with Coles.

The average Woolworths cart was found to be $107 while the average for Coles was $118.

Consumers were found to be reasonably savvy with their shopping, with their shop being cheapest at the store they started at 64 per cent of the time, regardless of whether it was Coles or Woolworths.

Mr Hall said since launching the site earlier this year, it had been used by 1,600 people.

Some shoppers have indicated that benefits attached to the retailers’ reward cards would often dictate where they checked out, more so than the total cost, particularly if they were working towards a points goal.

“I have been using it but sometimes FlyBuys bonus points dictate where I do my shopping, irrespective of cart prices. Currently on a four-week ‘spend $90/week’ to get 75,000 points,” one customer told Mr Hall.

“I have been using your add-on for the last couple of weeks when I shop online. Brilliant. Makes my life so much easier. Last week I saved over $30 on my shop. I don’t have to scroll through both sites to find everything,” another person said.

In this example a cart of groceries was $50 cheaper at Coles. Picture: Supplied

“Being able to make such a detailed list with brands and pack sizes and all that, that’s been really good. As well as the weekly vs once in a while lists. I really do think you did a fantastic job with it and appreciate you reaching out to me,” a third said.

How does SmartCart work?

SmartCart, which is free to use, works once it gets added to an internet browser on either a PC or Mac, with users then just needing to log in to either the Woolworths or Coles website.

Once the cart has been filled with all the items, a button will present at the bottom saying “compare your cart”.

“All you need to do is click on that and it’ll open up the cart comparison function,” Mr Hall previously explained.

The site will then analyse all of the items in the cart and find either an identical or similar item listed on the other supermarket’s website and show its price.

The two lists will then display side-by-side and the items will either have a green tick if an identical product was found, or have the word “similar” if a similar product was found.

Shoppers also have the option to replace a similar item with a preferred choice if they are not happy with what the site defaulted to.

If the customer discovers their shop would be cheaper at the other supermarket, they can select the “shop at Coles/Woolworths” option, and be redirected to the respective website.

A SmartCart pop up box will then appear and give the customer the option to automatically fill the cart with the items it had just compared with the other supermarket.

Once the items have been loaded, the shopper can checkout on the supermarket site like they normally would.

Originally published as Internet tool reveals which supermarket Aussies prefer between Coles and Woolworths