Digital Marketing Strategy

This report compares the marketing strategies of Woolworths and Coles, two e-commerce supermarkets of Australia, to find out the advantageous sides of both and also asses the shortcomings which can be worked on to yield better results. The report analyzes the digital marketing strategies of both the organizations and provides insights on how they can be improved. It also discusses the delivery charges and procedures of both the supermarkets and their loyalty schemes. The report concludes that there are ample scopes for both the e-commerce supermarkets to improve their digital marketing strategies.

Running head: DIGITAL MARKETING STRATEGY
Digital Marketing Strategy
Name of the Student:
Name of University
Author Note

1
DIGITAL MARKETING STRATEGY
Executive Summary
Digital media has emerged as great force in the last few decades. E-commerce websites
benefit extraordinarily by investing and charting out effective marketing strategies. We would
compare the marketing strategies of two e-commerce supermarkets of Australia, Woolworths and
Coles, to find out the advantageous sides of both and also asses the shortcomings which can be
worked on to yield better results.
Table of Contents
Executive Summary.........................................................................................................................1
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Digital Media Marketing.............................................................................................................3
Delivery charges and procedures.................................................................................................5
Conclusion.......................................................................................................................................5
References........................................................................................................................................6

2
DIGITAL MARKETING STRATEGY
Introduction
The online grocery stores are ever increasing and show significant potential for expansion
since the last five years. The online retail sector has started building their own pathways to
achieve the excellence that the online retail market already reached. The revenue of the industry
is annually expected to rise 21% more in the last five years. The demand has increased among
the technology-friendly consumers. Online grocery shopping has eased peoples’ lives for the
convenience it provides. Woolworths as well as Coles, both provide delivery at the doorstep.
Through this report we would analyze the Digital Marketing Strategies of the above mentioned
Organizations- Woolworths and Coles.
Discussion
We can barely see different prices at which same products get sold on the two grocery
shopping websites as the competition happen at a very neck to neck level. There are enough
scope to benefit from, for the consumers as both the super market chains provide similar offers
usually within a week’s difference in between. The target audience comprises mostly of the
people who are familiar with technology and look for convenient options to purchase their
essentials (Phillipov and Kirkwood 2018). These audiences are easily to be found on social
media platforms where these companies can promote and market their offers and products.
Digital Media Marketing
E-commerce supermarkets can make heavy profit from marketing on social media. A lot
can be accomplished from social media by devising efficient marketing strategies. Identifying
the target audience while providing them with valuable information about product, policies and
offers, opens greater scope for e-commerce websites.

3
DIGITAL MARKETING STRATEGY
 Website
The foundation to establishing a great e-commerce system starts with procuring a great
website. The key features of having a great website is devising a user friendly design and
navigation. When a website provides easy shopping experience to customers, they also show
loyalty and thus entrust them for their further purchases and needs (Yadav and Rahman, 2018).
Consequently building a website which appeals to customers while providing easy access to
products, offers and other options guarantee better profit.
A close look at the websites of both the companies reveal different strengths and weaknesses.
Woolworths ensures the customers with easy navigation through their website which makes it
very convenient for them to find their required products. Whereas, it cannot be said that Coles
provide any less of convenience to their customers but they excel at also offering recipes, which
might intrigue customers to try them out. It is a good marketing strategy as it would lead them to
their product catalogues for the ingredients they might need.
 Social Media Marketing
As Coles have better revenue collection and customer loyalty, they do not consider
investing as much as Woolworths in their social media marketing programs. However, this adds
edge to Woolworth’s marketing strategies as they have great content and skills incorporated in
their marketing.
The Social media presence of Woolworths is commendable as they take initiative to
make relevant content for their ongoing sales and offers. They address the audience during
important and relevant occasions as that has been proved to be very effective (Jie and
Gengatharen, 2019). Woolworths has managed to target audience and their sentiments while

4
DIGITAL MARKETING STRATEGY
Coles still chooses to entrust their marketing strategies based on customer loyalty and revenue
earnings.
Facebook, Twitter and Instagram has emerged as determinants for the profits which are
made from digital media platforms. Woolworth takes initiative to update their page daily with
content, offers and promotions for their followers. The same picture is witnessed on Instagram
and Twitter for Woolworths. On the other hand, we can trace a lack of such initiatives and
interactive enthusiasm on social media platforms which are operated by Coles.
Delivery charges and procedures
The delivery options provided by Coles are much more flexible and affordable. While, the
scenario is not very different in case of Woolworths as the charges go down when the value
of cart goes up. Both supermarkets provide options for immediate need and same day
delivery but in this situation, the charges which are applicable for a purchase made from
Woolworth’s website is a bit on the higher side. For an order amounting to $100, Woolworth
charges a delivery fee of $15 whereas, only $3 is charged for an order of value $250-$350
(Woolworths.com.au, 2019). The scenario differs as Coles charges delivery fee based on
location and urgency of product requirement. It is generally within an amount $4-$20
(shop.coles.com.au, 2019).
The loyalty schemes offers provided by both the supermarkets are quite attractive for customers.
While Woolworths has Woolworths Rewards for their customers, Coles also have Flybuys
schemes.

5
DIGITAL MARKETING STRATEGY
Conclusion
There are ample of scopes for both the E-commerce supermarkets to improve their digital
marketing strategies. However, Woolworths has better customer interactivity and engagement on
digital media platforms. In this digital age, realizing the importance of opportunities we can get
from social media platforms, can benefit us extraordinarily. Woolworths and Coles, both the
supermarket have great market opportunities while they can still be perfected with innovative
strategic measures.

6
DIGITAL MARKETING STRATEGY
References
Jie, F. and Gengatharen, D., 2019. Australian food retail supply chain analysis. Business Process
Management Journal, 25(2), pp.271-287.
Phillipov, M. and Kirkwood, K. eds., 2018. Alternative food politics: from the margins to the
mainstream. Routledge.
Shop.coles.com.au, 2019. About the company. (Online). Available at:
https://shop.coles.com.au/a/a-national/home?cid=cdc_to_nav_shop-online [accessed: 11th August
2019]
Woolworths.com.au, 2019. About the company. (Online). Available at:
https://www.woolworths.com.au/ [accessed: 11th August 2019]
Yadav, M. and Rahman, Z., 2018. The influence of social media marketing activities on
customer loyalty: a study of e-commerce industry. Benchmarking: An International
Journal, 25(9), pp.3882-3905.