Coles Express
Encyclopedia
Coles Express is an Australian chain of fuel
and convenience
stores. The business venture and corresponding fuel discount offer was launched in July 2003 in response to the similar offer by rival Woolworths Limited
some years earlier, proving attractive to shoppers.
Coles Myer purchased the retail business of Shell Australia
multi-site franchisees in 2003 for A
$94 million. Shell is the exclusive supplier of fuel products, leases the service station property to Coles, and maintains the presence of the "pecten" and other Shell branding on the price board and other signage.
Approximately 249 independently franchised Shell service stations, particularly in country areas, remain unassociated with Coles Express, however the company has an agreement with 19 outlets where the fuel discount offer is accepted.
s of Melbourne
, Sydney
and Brisbane
. With the launch of Coles' fuel offer, these were rebranded Coles Central.
The current Coles Express chain started at more than 150 service stations in Victoria
on 28 July 2003. After this initial trial, it was followed by a national roll-out from 1 December the same year, starting with New South Wales
, and completed in mid-2004. The initial success of the discount offer saw fuel shortages in Victoria after the offer began in New South Wales – where Shell's busiest sites are located – as Shell failed to cope with the distribution of a 30 percent increase in demand.
There are now 625 Coles Express service stations across Australia. All former Shell multi-site franchisee sites became Coles Express stores. This transition included the petrol stations and stand-alone Shell Select convenience stores in Melbourne's CBD (which closed by December 2006).
On 20 February 2006, 90 vehicle servicing bays at Coles Express service stations (formerly part of Shell's Autoserv and AutoCare network) became Kmart Tyre and Auto Service outlets.
Coles:
Shell Australia:
, Bi-Lo
, Coles Central, Pick 'n Pay Hypermarket
s, Liquorland
or at Coles Online, they are entitled to a fuel discount of 4c per litre off the bowser price at Coles Express service stations. This discount is obtained by providing a discount voucher, printed at the bottom of their receipt
, and includes all of Shell's "quality fuels" such as V-Power, E10
and LPG.
On 7 June 2007, Kmart
joined the 4c fuel discount offer, only as a "limited time" until 1 August when it became permanent. This offer does not include Kmart Tyre and Auto Service transactions. Kmart eventually pulled out of the 4c fuel discount offer in July 2010.
The discount offer does not apply to Shell Card, Fleet Card, Motorpass or Motorcharge transactions.
Coles Supermarkets
doubled the discount to 8c per litre for the month of November 2010.
Other variations of the fuel offer have been offered from time to time including:
Even during these bonus offer, the Coles Express price board will always promote just a "4c" offer, due to technical limitations.
Filling station
A filling station, also known as a fueling station, garage, gasbar , gas station , petrol bunk , petrol pump , petrol garage, petrol kiosk , petrol station "'servo"' in Australia or service station, is a facility which sells fuel and lubricants...
and convenience
Convenience store
A convenience store, corner store, corner shop, commonly called a bodega in Spanish-speaking areas of the United States, is a small store or shop in a built up area that stocks a range of everyday items such as groceries, toiletries, alcoholic and soft drinks, and may also offer money order and...
stores. The business venture and corresponding fuel discount offer was launched in July 2003 in response to the similar offer by rival Woolworths Limited
Woolworths Limited
Woolworths Limited is a major Australian company with extensive retail interest throughout Australia and New Zealand. It is the:* largest retail company in Australia and New Zealand by market capitalisation and sales...
some years earlier, proving attractive to shoppers.
Coles Myer purchased the retail business of Shell Australia
Shell Australia
In Australia, Royal Dutch Shell conducts a large range of activities. These include exploration for, and the production and commercialization of, oil and natural gas, the operation of two refineries, 19 terminals and 33 depots for the manufacture and distribution of oil products; and the marketing...
multi-site franchisees in 2003 for A
Australian dollar
The Australian dollar is the currency of the Commonwealth of Australia, including Christmas Island, Cocos Islands, and Norfolk Island, as well as the independent Pacific Island states of Kiribati, Nauru and Tuvalu...
$94 million. Shell is the exclusive supplier of fuel products, leases the service station property to Coles, and maintains the presence of the "pecten" and other Shell branding on the price board and other signage.
Approximately 249 independently franchised Shell service stations, particularly in country areas, remain unassociated with Coles Express, however the company has an agreement with 19 outlets where the fuel discount offer is accepted.
History
The Coles Express brand originally referred to a small number of medium-sized supermarkets Coles ran in the central business districtCentral business district
A central business district is the commercial and often geographic heart of a city. In North America this part of a city is commonly referred to as "downtown" or "city center"...
s of Melbourne
Melbourne
Melbourne is the capital and most populous city in the state of Victoria, and the second most populous city in Australia. The Melbourne City Centre is the hub of the greater metropolitan area and the Census statistical division—of which "Melbourne" is the common name. As of June 2009, the greater...
, Sydney
Sydney
Sydney is the most populous city in Australia and the state capital of New South Wales. Sydney is located on Australia's south-east coast of the Tasman Sea. As of June 2010, the greater metropolitan area had an approximate population of 4.6 million people...
and Brisbane
Brisbane
Brisbane is the capital and most populous city in the Australian state of Queensland and the third most populous city in Australia. Brisbane's metropolitan area has a population of over 2 million, and the South East Queensland urban conurbation, centred around Brisbane, encompasses a population of...
. With the launch of Coles' fuel offer, these were rebranded Coles Central.
The current Coles Express chain started at more than 150 service stations in Victoria
Victoria (Australia)
Victoria is the second most populous state in Australia. Geographically the smallest mainland state, Victoria is bordered by New South Wales, South Australia, and Tasmania on Boundary Islet to the north, west and south respectively....
on 28 July 2003. After this initial trial, it was followed by a national roll-out from 1 December the same year, starting with New South Wales
New South Wales
New South Wales is a state of :Australia, located in the east of the country. It is bordered by Queensland, Victoria and South Australia to the north, south and west respectively. To the east, the state is bordered by the Tasman Sea, which forms part of the Pacific Ocean. New South Wales...
, and completed in mid-2004. The initial success of the discount offer saw fuel shortages in Victoria after the offer began in New South Wales – where Shell's busiest sites are located – as Shell failed to cope with the distribution of a 30 percent increase in demand.
There are now 625 Coles Express service stations across Australia. All former Shell multi-site franchisee sites became Coles Express stores. This transition included the petrol stations and stand-alone Shell Select convenience stores in Melbourne's CBD (which closed by December 2006).
On 20 February 2006, 90 vehicle servicing bays at Coles Express service stations (formerly part of Shell's Autoserv and AutoCare network) became Kmart Tyre and Auto Service outlets.
The Coles and Shell alliance
The Coles and Shell commercial alliance involves:Coles:
- Setting fuel and shop prices and running the business
- Management under the 'everyday needs' business within Coles Group
- Convenience and grocery merchandise provided by Coles Group's supply chain and distribution network
- Directly employing the service station staff
Shell Australia:
- Exclusive supplier of fuel, oil, lubricant and car-care products
- Leases the service station property to Coles
- Maintain its "pecten" and other Shell branding on site signage
Fuel discount offer
Everyday offer
When a customer spends over a qualifying amount (typically $30) in one transaction at Coles SupermarketsColes Supermarkets
Coles Supermarkets is an Australian supermarket chain owned by Wesfarmers. It has 741 stores nationally Coles Supermarkets is an Australian supermarket chain owned by Wesfarmers. It has 741 stores nationally Coles Supermarkets is an Australian supermarket chain owned by Wesfarmers. It has 741...
, Bi-Lo
BI-LO (Australia)
BI-LO is an Australian supermarket chain owned by Wesfarmers . Once a chain of 180 outlets, most BI-LO supermarkets were re-branded as Coles Supermarkets during 2006 and 2007. In October 2008, Coles stated it was looking to create a new chain to replace the remaining BI-LO stores...
, Coles Central, Pick 'n Pay Hypermarket
Pick 'n Pay Hypermarket
Pick 'n Pay hypermarkets are a chain of hypermarkets in Brisbane, Queensland, Australia owned by Wesfarmers. There are two stores located at Aspley and Sunnybank Hills...
s, Liquorland
LiquorLAND
Liquorland is an Australian liquor chain owned by Wesfarmers. Liquorland is one of three brands within Wesfarmers' Coles division., along with fine-wine focussed Vintage Cellars and the larger discount format 1st Choice Liquor Superstore...
or at Coles Online, they are entitled to a fuel discount of 4c per litre off the bowser price at Coles Express service stations. This discount is obtained by providing a discount voucher, printed at the bottom of their receipt
Receipt
A receipt is a written acknowledgment that a specified article or sum of money has been received as an exchange for goods or services. The receipt is evidence of purchase of the property or service obtained in the exchange.-Printed:...
, and includes all of Shell's "quality fuels" such as V-Power, E10
Common ethanol fuel mixtures
There are several common ethanol fuel mixtures in use around the world. The use of pure hydrous or anhydrous ethanol in internal combustion engines is only possible if the engine is designed or modified for that purpose...
and LPG.
On 7 June 2007, Kmart
Kmart Australia
Kmart Australia Limited is a discount department store chain owned by Wesfarmers. It operates 172 stores in Australia and 15 in New Zealand, with its head office located in Mulgrave, Victoria. Wesfarmers uses the Kmart name under licence from Sears Holdings Corporation.-History:Kmart Australia...
joined the 4c fuel discount offer, only as a "limited time" until 1 August when it became permanent. This offer does not include Kmart Tyre and Auto Service transactions. Kmart eventually pulled out of the 4c fuel discount offer in July 2010.
The discount offer does not apply to Shell Card, Fleet Card, Motorpass or Motorcharge transactions.
Coles Supermarkets
Coles Supermarkets
Coles Supermarkets is an Australian supermarket chain owned by Wesfarmers. It has 741 stores nationally Coles Supermarkets is an Australian supermarket chain owned by Wesfarmers. It has 741 stores nationally Coles Supermarkets is an Australian supermarket chain owned by Wesfarmers. It has 741...
doubled the discount to 8c per litre for the month of November 2010.
Bonus offers
An additional "bonus" discount was introduced in late 2006, with a further 2c per litre fuel discount when customers spend $2 in-store in the one transaction. The offer was made permanent in April 2007 after rival Caltex Woolworths created a similar offer of an additional 4c discount if customers spend $5 in the one transaction at their petrol stations.Other variations of the fuel offer have been offered from time to time including:
- In the lead-up to Christmas 2006, the 4c offer increased to 10c for customers spending $80 and over in one transaction at Coles Supermarkets; this offer was extended for a further short time in attempt to boost Coles' sales figures.
- Occasionally Liquorland offers a 20c-per-litre discount offer when customers purchase six bottles of wine in one transaction.
- Kmart Tyre and Auto Service has offered a 30c-per-litre discount offer when customers purchased four certain tyres in one transaction.
- From 13 to 15 July 2009, the discount was increased to 10c for customers that spent over $100, 25c for customers who spent over $200 and 40c for customers who spent over $300.
Even during these bonus offer, the Coles Express price board will always promote just a "4c" offer, due to technical limitations.