Coles is in early talks with UK-based Ocado Group to explore in-store robotics for picking and packing online grocery orders, aiming to cut costs and speed up delivery times.
The potential technology trial would help the retailer fulfil express orders directly from store aisles without investing in another large automated warehouse.
Shifting Automation to the Shop Floor
Under the proposed trial, robotic systems would operate inside existing stores, building on the companies’ first Customer Fulfilment Centre opened in Victoria in 2024 following a partnership established in March 2019. Deploying automated micro-fulfilment in active supermarkets allows the grocer to serve dense urban pockets where large distribution facilities are either too distant or too expensive to construct.
Ocado’s store-level technology is designed to operate in tighter operational spaces than the vast grid systems seen in regional depots. For Coles, integrating robotics into physical retail sites represents an operational shift from standalone logistics infrastructure toward hybrid retail facilities that double as mini-fulfilment centres.
Read Across to Regional Operators
Supermarket operators across the Asia-Pacific region face intense pressure to solve the unit economics of instant and same-day delivery. Building multi-million-dollar automated distribution centres works well for scheduled, bulk grocery deliveries across wide metropolitan areas, but it fails on speed and margins when customers demand baskets within two hours. Rival Woolworths has already experimented with automated micro-fulfilment units attached to retail sites to tackle this exact constraint.
For property operators and grocery suppliers, store-level automation changes shelf stocking workflows and backroom inventory allocations. The primary risk sits in execution: retrofitting operational supermarkets with robotic machinery often disrupts walk-in shoppers and complicates inventory replenishment during peak trading hours. If the integration falters, picking errors and foot-traffic bottlenecks will quickly erode the projected labour savings.
The Long Partnership Timeline
Coles and Ocado formed their strategic partnership in March 2019 to overhaul the retailer’s digital supply chain. That agreement centred on building large automated Customer Fulfilment Centres, leading to the launch of their first operational CFC in Victoria in 2024. The new discussions reflect an evolution of that multi-year agreement from centralised mega-hubs toward flexible, localized picking nodes.
Next Steps in the Rollout
Both companies are assessing store layouts and integration schedules to determine which locations will host the initial trials. Market watchers will track the formal sign-off on the pilot program and the subsequent cost disclosures in upcoming operational updates.
