The latest collectables range for Coles is targeted firmly at adults: six different wine glass ranges from Spiegelau.
For every $20 spent at Coles, First Choice or Liquorland, customers will be given one ‘glassware credit’ on their flybuys card, with 25 credits needed to receive two Spiegelau glasses.
Glassware credits will start being awarded to customers from October 30, as part of the launch of the supermarket’s new range of private-label Christmas products such as sloe gin mince pies, panettone, a plant-based roast for vegans and even turkey and gravy potato chips.
Coles aims for homebrand products to contribute 40% of sales within five years. It hopes the Christmas range has a “halo” effect and boosts sales of private label products year-round.
Coles chief executive Steven Cain posed with the glasses at the Coles Christmas launch this week.
Cain hopes the wine glass promotion will help boost Coles’ same-store sales in the December quarter.
“We believe it’s going to be very popular with customers, like all the other collectables schemes ranging from plastic storage containers to Stikees to Little Shop,” he told The Australian Financial Review. “We certainly think it will help.”
When customers spend $20 at Coles, Liquorland and First Choice, they score one ‘glassware credit’. Customers can then redeem them for a box of two Spiegelau glasses, starting from 25 credits. There are six sets to collect.
Coles chief marketing officer Lisa Ronson said Coles wanted to inspire Australians, using the wine glass promotion to launch the supermarket giant’s Christmas food range.