Coles Express transforms into Reddy Express: What shoppers need to know amid retail evolution
- Replies 2
As the landscape of Australian retail continues to evolve, so too do the brands that populate our streets and highways.
In a move that has caught the eye of many a motorist, the familiar Coles Express service stations are undergoing a significant transformation.
The once ubiquitous green and red signage is giving way to a new identity: the Reddy Express. But what's behind this rebranding, and what does it mean for consumers?
Viva Energy, the oil giant that acquired Coles' network of 700 service stations in 2023, is steering this change.
With more than 100 sites already sporting the new Reddy Express branding, the company has set an ambitious goal to rebrand all stores within three and a half years.
This shift marks the end of the Coles Express brand as we know it, but both Viva Energy and Coles have been quick to reassure customers that the changes will be in name only.
For those of you who have grown accustomed to the convenience and benefits offered by Coles Express, fear not.
The existing convenience store offerings, including hot food, will remain unchanged.
Loyalty programs such as FlyBuys and the 4-cent petrol discount dockets, in partnership with Coles supermarkets, will continue to reward customers for their patronage.
Moreover, the petrol itself won't be any different; a long-term agreement with Shell ensures that Reddy will continue to sell the same fuel until at least 2029.
Viva CEO Jevan Bouzo has emphasised the importance of maintaining consistency and familiarity for customers during this transition.
‘Consistency and familiarity are critical to reassure our customers that they will continue to receive the same great service, offers, loyalty and rewards as they enjoy today,’ he stated.
‘The transition of the Coles Express business over to Viva Energy has gone very well and the rebranding of these sites now to Reddy Express is the next step.’
Consumers will notice new door labels and a different colour scheme.
Viva aims to distinguish its network from the Coles Express business it acquired and its broader portfolio of Shell and Liberty branded service stations.
The company, as a Shell licensee, operates over 13,000 service stations across Australia.
The timing of Viva's move is strategic, as the Coles brand is currently facing significant public backlash against major supermarkets.
The Australian Competition and Consumer Commission (ACCC) is suing Coles and Woolworths for offering ‘illusory’ discounts and has criticised the lack of competition in the industry.
This has resulted in declining public trust in the major supermarket brands, which have historically been keen to display their logos on service stations.
Coles' departure from the service station business brought in $300 million, allowing it to exit the network operation while maintaining supply agreements.
We'd love to hear your thoughts on this rebranding, members. Have you visited a Reddy Express yet? What was your experience like? Share your stories in the comments below, and let's discuss the changing face of Australian service stations together.
In a move that has caught the eye of many a motorist, the familiar Coles Express service stations are undergoing a significant transformation.
The once ubiquitous green and red signage is giving way to a new identity: the Reddy Express. But what's behind this rebranding, and what does it mean for consumers?
Viva Energy, the oil giant that acquired Coles' network of 700 service stations in 2023, is steering this change.
With more than 100 sites already sporting the new Reddy Express branding, the company has set an ambitious goal to rebrand all stores within three and a half years.
This shift marks the end of the Coles Express brand as we know it, but both Viva Energy and Coles have been quick to reassure customers that the changes will be in name only.
Coles Express stations are rebranding to Reddy Express after their acquisition by Viva Energy. Credit: Facebook / The New Daily
For those of you who have grown accustomed to the convenience and benefits offered by Coles Express, fear not.
The existing convenience store offerings, including hot food, will remain unchanged.
Loyalty programs such as FlyBuys and the 4-cent petrol discount dockets, in partnership with Coles supermarkets, will continue to reward customers for their patronage.
Moreover, the petrol itself won't be any different; a long-term agreement with Shell ensures that Reddy will continue to sell the same fuel until at least 2029.
Viva CEO Jevan Bouzo has emphasised the importance of maintaining consistency and familiarity for customers during this transition.
‘Consistency and familiarity are critical to reassure our customers that they will continue to receive the same great service, offers, loyalty and rewards as they enjoy today,’ he stated.
‘The transition of the Coles Express business over to Viva Energy has gone very well and the rebranding of these sites now to Reddy Express is the next step.’
Consumers will notice new door labels and a different colour scheme.
Viva aims to distinguish its network from the Coles Express business it acquired and its broader portfolio of Shell and Liberty branded service stations.
The company, as a Shell licensee, operates over 13,000 service stations across Australia.
The timing of Viva's move is strategic, as the Coles brand is currently facing significant public backlash against major supermarkets.
The Australian Competition and Consumer Commission (ACCC) is suing Coles and Woolworths for offering ‘illusory’ discounts and has criticised the lack of competition in the industry.
This has resulted in declining public trust in the major supermarket brands, which have historically been keen to display their logos on service stations.
Coles' departure from the service station business brought in $300 million, allowing it to exit the network operation while maintaining supply agreements.
.png){kind=icon}
