Coles has launched a subscription service offering customers unlimited home deliveries in an effort to increase the supermarket giant's reach among those too busy to shop.
Customers paying $19 per month will get unlimited deliveries for grocery shops over $100, while those who pay $14 will get unlimited deliveries between Tuesdays and Thursdays.
Coles chief executive Steven Cain noted in August that consumer behaviours were "changing faster than ever" amid heightened competition and the company's response already included a $1 billion supply chain overhaul.
Coles Online general manager Karen Donaldson said on Wednesday that online shopping was becoming increasingly popular for time-poor customers.
"On average, the cost of a Coles Home Delivery window is $10," Ms Donaldson said.
"Delivery Plus will allow customers who regularly shop online to save hundreds of dollars a year."
Coles revealed last week that supermarket sales rose just 0.1 per cent in the first quarter amid fierce competition from the likes of traditional rival Woolworths, low-cost international chain Aldi, and Amazon, which offers subscriptions to items such as store cupboard staples and nappies.
At 1353 AEDT, Coles shares were 0.5 per cent higher at $15.07.