Over the past decade, digital has dramatically changed how people shop. Online sales have grown rapidly, and consumers continue to follow the social media accounts of their favorite brands to get the latest news and offers. But research has also found that 78 percent of purchases will still be made in stores until 2024. That means that understanding how to bridge the gap between online and offline experiences will continue to be a critical question for retailers.
For leading Australian retailer Coles, digital is a critical part of the company’s commitment to both customer service and sustainability. Coles is best known for its supermarket and convenience-store brands — two areas where in-store shopping is the norm. But digital plays a major role in how Coles connects with customers, from keeping them up-to-date on store hours, to sharing the latest promotions, to bridging the gap between online and in-store shopping. That’s why Coles decided to consolidate its websites onto Adobe Experience Manager Sites to deliver more consistent and engaging customer experiences.
Below, Coles shares some of the ways that it uses digital content to connect with shoppers online and off.
Keeping shoppers informed
Whether shoppers want to find the closest Coles Express fuel stations or check the hours of their local Coles supermarket, the website provides all information that shoppers might want at their fingertips. During pandemic lockdowns, when shopping hours and purchase limits on essentials changed frequently, shoppers relied on the Coles website for the latest news. Adobe Experience Manager Sites empowered content creators at Coles to publish and update information in minutes, keeping on top of changes with fewer challenges.