Coles is an Australian supermarket, retail, and consumer services giant that accounts for about 27% of all sales from Australian supermarkets. Founded in 1914, Coles has steadily diversified its brand and increased its presence, and as of 2021, operates 807 supermarkets across the nation. The long-lasting success of the Coles brand has not been an accident – for nearly a century now, the company has been a leading market innovator.

Coles Online is the company’s online retail solution that specialises in home deliveries and Click & Collect services. To streamline the Click & Collect model, Coles decided that it would be necessary to convert a small portion of regular parking spots into dedicated parking bays for consumers who were coming to collect pre-ordered items. After being engaged by Coles, CV Media & Signage proceeded to deliver an innovative signage solution that would transform the Click & Collect service. This project encompassed everything from directional and general signage to a complete overhaul of selected parking spots. This large-scale project spanned across 112 sites nation-wide.

Perhaps the most important part of this project was ensuring that Click & Collect parking bays were durable and easy to see in low visibility. In order to do this, CV made sure that a hot-applied thermoplastic compound was used in the production of the line markings. To maximise efficiency for the company, designated parking bays were strategically placed in close proximity to the back of the store.

As an additional part of this project, CV also created the first trial site for a digital kiosk at the Click & Collect stations. Boasting a high-quality Samsung screen, the kiosks provide Coles with an avenue to display marketing and operational messages to customers that won’t enter their supermarket.

While Coles Online may have been unprofitable when it was first introduced in 1999, the COVID-19 outbreak saw a startling surge in demand for services that promote convenience. With in-store pick up models predicted to continue rising in popularity, Coles realised that it needed to re-invigorate the visual components of its service in order to maximise efficiency and amplify future revenue streams. Our durable signage systems were delivered in line with the vision of the Coles brand, and will allow the company to gain a competitive advantage over its immediate competition.