One of the most prominent after-effects of the COVID-19 pandemic for retailers has been the dramatic growth it spurred in online shopping.
According to Adobe’s Digital Economy Index, the world saw a 12.5 per cent increase in e-commerce sales across all categories in 2021, with 41.8 per cent of spending driven by electronics, apparel, and groceries. Adobe also found that online sales for groceries in the US alone were expected to reach $US85 billion this year.
This is an important trend for the team at Coles Group, who has seen e-commerce transactions grow from 3 per cent of total sales before the pandemic to around 8 per cent today.
According to Coles’ chief executive for e-commerce, Ben Hassing, while the volume of e-commerce transactions was growing quickly, so too were customers’ expectations of their online shopping experience.
These changes have led Coles to announce a new investment in delivering a more personalised e-commerce experience using the Adobe Experience Cloud’s Real-Time Customer Data Platform (RT-CDP).
“We know that when we send an offer to a customer that is personalised to them, there is a three times greater likelihood that there will be a conversion,” Hassing said.
This new investment will see personalisation extended across a wider range of interactions, including the Coles website and shoppable mobile app. This meant that when customers interacted with Coles digitally, they would be more likely to see products and offers that reflected their preferences and purchasing patterns, and that items shown in search results would also be ranked according to these preferences.
Hassing gave an example of what this might mean in relation to Easter.
“The majority of our customers will come to Coles for great products for Easter, but we also have a tailored range that addresses the customer that is celebrating Passover or Ramadan,” Hassing said.