How the simplicity of Coles’ Down Down and Everyday strategy changed price perceptions

Coles has revealed the deep analytics that have underpinned the simplicity and success of its Down Down and Everyday campaigns, while its marketing partner Forethought has warned some retailers are missing the crucial link between price-marketing and creative.

Coles’ Dale Preston said mixing everyday pricing with creative prevented “sticker shock”

Dale Preston, Coles’ head of customer voice, said the Down Down strategy evolved over nearly a decade and was the beginning of a journey for the brand that changed price perceptions and took it to level pegging – and then ahead – of Woolworths.

Also speaking at the Mumbrella Retail Marketing Summit Christopher Barry, general manager of consulting at Forethought, said retailers needed to become more sophisticated about the relationship between price perception and creative.