Coles Bets on Digital Grocery Growth with flypay Launch

Coles is ramping up its digital payment space with its latest launch The supermarket will now let shoppers pay for their online groceries with their Flybuy points.

Coles Online will now allow shoppers to get $50 off their purchases using their Flybuy points, using flypay. The retailer is experimenting with new digital services to make the shopping experience smoother and easier for everyone, explained Ben Hassing, the Chief Executive of E-Commerce at Coles.

“We want to help our customers shop more easily anytime, anywhere, anyhow, and with a growing number of our customers choosing to shop with Coles Online for the convenience and great value, we want to make the checkout process simpler,” he said. “We are continually looking for ways to evolve our customer offer and to meet our customer’s expectations for a leading digital experience, that’s easy to use and helps them with their everyday shop. flypay delivers a market-leading payments experience, that enables our customers to redeem Flybuys points real-time and get money off their shop.”

When checking out, shoppers can select flypay, and follow the instructions at the online checkout page. To redeem 2,000 points, shoppers are rewarded with a discount of $10 and can redeem up to 10,000 points – giving them a discount of $50. “We’ve had fantastic positive feedback on our Click&Collect Rapid and Coles Plus offers and believe flypay will remove friction for customers as they navigate from building their basket to having their order fulfilled,” said Hassing.

This service is only available for digital platforms, including Coles Online and Coles liquor shoppers. This comes as more Australians are choosing to purchase their groceries online than in-store. “As Australians increasingly shop more online, we need to help make their shopping journey more convenient and digitally connected across all our Coles businesses and with flypay this includes access to other great retailers,” shared George Saoud, the Chief Executive of Emerging Business.

Online groceries have grown dramatically in popularity in the wake of the pandemic. According to IBIS World, the online grocery category is expected to increase by 46.2 percent in 2021, securing revenue of $7.1 billion.

flypay is a service developed by Coles, that works in collaboration with Flybuys and Token Id, which is a Visa solution. The service aims to simplify ad speed up the online shopping process, with all of the payment details and Flybuys information separately at the checkout.

“We’re excited to partner with Coles Online on flypay, as part of our continued commitment to improve our members’ shopping experience, making it easier to be rewarded on everyday shopping,” explained John Merakovsky, CEO of Flybuys. “By simplifying the online checkout process, it’s now so much easier for Flybuys points to be awarded on eligible purchases using flypay when shopping with our Flybuys partners.”

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