FOOD AND LIQUOR

Coles Local

Ashburton

Coles Local is a food plus fuel store concept, with a fresh produce leaning, that's borne of a collaboration between Red Design Group and Australian supermarket giant, Coles.

Its savvy Ashburton location, close to a freeway and a busy Melbourne shopping strip was the culmination of research and analysis that honed in on 215 outward bound sites to form part of a strategy geared to the time conscious, suburban top-up shopper.

Understanding that customers want shopping convenience with parking ease – master planning of the site and consultation with council and traffic engineers secured 14 additional parking bays. This included the significant rationalisation of lower performing bowsers and converting a disused car wash to bolster existing retail space from 50m2 to 230m2.

The new Coles Local brand is clearly expressed through the building’s clean modern lines and contemporary interior design with an emphasis on good site lines, effective lighting and strong visual cues.

Differing from other express stores, the full-width glazed shop front of Coles Local conveys an immediate impression of range. The merchandise plan is deliberately attuned to lure the local demographic with fresh produce, ready-to-eat food and meal solutions along with a broadened grocery line that mimics a mini Coles.

Coles Local is a new innovation to Australia that's been founded on global trends towards small format supermarkets in the UK, Europe and the USA where smaller, inner city, locally focused stores take a specifically orientated proposition of fresh, high quality foods to neighbourhoods.

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