Monday, October 28th, 2013 - Roy Morgan Research

With smartphone ownership now almost as common as having a credit card, Coles is trialling new technology that enables shoppers to pay at the checkout with a tag on their phone, with further plans to introduce a payment app. 

59% of main grocery shoppers at Coles have a smartphone, the latest results from Roy Morgan Research show, and among Flybuys cardholders this rises to 62%. Grocery buyers at Coles are more likely to have a smartphone than those at Woolworths (57%), Aldi (53%) or IGA (43%).  

Ownership of Smartphones among supermarket shoppers

Source: Roy Morgan Single Source (Australia), Jul 2012 – Jun 2013, Australian Main Grocery Buyers 14+ n= 20,267

Warren Reid, Group Account Manager – Consumer Products, Roy Morgan Research, says:

“Loyalty card schemes such as Flybuys for Coles or Everyday Rewards for Woolworths have been around for many years. Now with credit cards and insurance, supermarkets are fast becoming financial institutions in themselves. Ultimately the end goal for supermarket retailers is still to attract new customers or obtain a bigger cut of household dollars.

“With self-serve checkouts now ubiquitous, Coles is trialling a contactless payment system— essentially a mobile wallet—to make it even faster to get the groceries out and home.

“Coles customers, as well as Flybuys loyalty cardholders, are considerably more likely than the average Australian (or even the average grocery buyer) to have a smartphone, and nearly 23% of Coles customers download an app in an average four weeks.

“Roy Morgan’s new psychographic classification system Helix Personas shows that Grocery Buyers who have downloaded an app on their phone, are almost 40% more likely to belong to the Metrotech community of well educated, high income, young urban professionals—and grocery buyers in this community are 25% more likely to be Coles customers.”

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