The supermarket chain has fallen behind Coles in sales growth across the past seven quarters, which marks the largest performance gap in nearly 20 years. To respond, Woolworths is relying on improved online convenience and price reductions to appeal to budget-conscious customers. The company has expanded its delivery reach through services such as Direct to Boot and Delivery Now, and is offering free delivery on orders over $150 starting from midday Monday.
Over $100 million has been invested in reducing prices on more than 800 products, reinforcing Woolworths' focus on digital sales as a central part of its recovery strategy. This Christmas, Woolworths expects to fulfil over four million digital orders, including 2.4 million home deliveries and 1.6 million pick-ups. E-commerce sales are already 12.9% higher than the previous year, and fast delivery options like Delivery Now have increased by 39%.
This strategy forms a key part of Woolworths’ broader plan to revitalise its brand image and regain market leadership. While Coles continues to grow and Aldi remains a competitive force, Woolworths is leveraging the Christmas period to shift momentum heading into 2025.
