The sale of Coles home brand products has increased significantly over the past few years, more than likely due to the fact that name brand polices are increasing to a level that consumers just can’t afford to pay for, so they are opting for the cheaper alternative.
According to the company’s Merchandise Director, they are not using any deliberate strategy to sell their home brands over the regular name brands nor are they being given pride of place over other items on their shelves.
“Our strategy involves increasing all of our sales of which home brands is just one part,” he said. “The way we apportion our space is based on how much volume we sell of a particular product. As you can imagine, our whole aim is to be in stock for our customers. We don’t have enough room to over-space products.”
Home brand products make up just 25% of Coles entire range.
