Coles Expand
May 2009
12 months on, Coles have placed an order for another 27 vehicles due to the expansion of Online to all Australian states and territories, and being very happy with the system. The decision was also made that because the online service is still new and still growing Coles saw more value in keeping the vehicles exclusively ‘Coles Online’ branded than the revenue they could generate from supplier advertising, for now.
Realising the impact of changing creative, Coles’ plan for self-promotion is to change all 60 vehicles every 3-4 months over the next 12 months, at which point they will re-table the concept of supplier co-op advertising.