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Coles Housebrands passing the toughest judges of all - Mums

In an Australian supermarket first, Coles has developed a national online forum of mothers who test its housebrand products against leading brands.

Formed in 2008 with 700 mums, the panel has grown dramatically to now comprise 2,500 mothers providing vital feedback to ensure Coles products are of the highest quality.

With more shoppers turning to housebrands during these tight economic times, the Mums’ Panel tests Coles’ branded products and provides its insight back into the business. Coles uses this feedback to continually improve its housebrand products and ensure shoppers are getting a quality offer at a great price.

Coles Marketing Director Joe Blundell said the Mums’ Panel is another example of Coles’ commitment to listen to its customers.

“We have to understand our customers’ needs. The Mums’ Panel is a great way for us to get their views and ensure our products on shelf have passed the toughest quality test of all, as well as delivering great value”.

Mums’ Panel have been reviewing two products a week since the program began, and are expected to have reviewed about 1800 products by the end of 2010.

Mum of two, Amber Peperkamp is one of the original panel members and believes that it is a great initiative by Coles. “I love being on the Mums Panel. I love the fact that real Mums have an influence on Coles products and feel a real sense of appreciation when I see these improvements happen. It’s great to see that Coles really cares about what we think and allows us as the customer to contribute”, she said.

Fellow Mums Panel member and mother of one, Anna Kortekaas agrees, adding that the quality of the products tested has been very strong. “I’m often surprised how good Coles housebrand products really are! Being part of Mums’ Panel has opened my eyes to the fact that these products are just as good as the leading brand, and sometimes even better.”

In addition to product testing, Renee Dew, mother of three, says the Mums’ Panel members have formed an online bond where, in addition to reviewing Coles housebrand products, they share tips and advice about parenting, favourite recipes and household tips. “Being a part of the panel gives us insight into how other mums run their families, offering advice and suggestions. It’s fantastic and I feel honoured to be a part of the panelists,” she said.

Coles Mums’ Panel is an industry-leading partnership between Coles and its customer that helps ensure Coles customers can buy housebrand products with confidence. After all, 2500 Mums can’t be wrong.

MUMS PANEL FAST FACTS:

  • Mums’ Panel is an online community of 2,500 mums from around Australia who test Coles’ housebrand products on a regular basis, provide feedback on designs and offer insights into product development.
  • Feedback is incorporated into the development of new and existing products to ensure high quality, customer-tested housebrand products.
  • Mums’ Panel members not only test products, but participate in monthly forums, polls and surveys, upload photos and recipes.
  • Mums review Coles’ branded products against leading brands and they regularly compare favourably. Mums’ Panel members regularly state that they prefer the Coles alternative to the leading brand.
  • Coles has three housebrand product offerings. Coles Smart Buy products offer great value on everyday basic lines. Coles-branded mid tier products aim to match the quality of the leading brands at great prices. Coles Finest offers products that are of the highest quality and comparable to specialty store offers.

Babynews Release Date: 15th September 2009

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