Geelong shoppers are set for a major upgrade. Coles will introduce a large automated order system powered by 700 robots that pick, pack, and prepare groceries every hour of the day. This technology, already in use in select global markets, will soon support home delivery and Click and Collect services in the region. It marks one of the biggest shifts in supermarket logistics in Victoria, promising faster delivery times, better accuracy, and a new level of convenience.
The system operates inside a high-tech warehouse where robots move across a grid to collect items and bring them to staff for dispatch. It reduces waiting times and streamlines order fulfilment. The move puts Geelong at the front of retail automation in Australia. Coles customers will see the difference through increased same-day delivery slots, more reliable stock availability, and refined pick-up times, giving busy families and workers more control over how they shop.
How Coles Automation Changes Shopping in Geelong
The new robo-powered centre is designed to support peak retail demand, particularly as online shopping grows across Victoria. Coles data shows online grocery spending has surged over recent years as households look for ease, time savings, and safe delivery options. Online food and grocery sales in Australia passed 12 percent of total supermarket revenue in 2025, according to IBISWorld and ABS data. With a rising local population and strong retail demand in Greater Geelong, this upgrade arrives at a critical time.
The automated system enhances accuracy. Traditional picking relies on staff walking aisles. Automation cuts distance and human error. It also optimizes food handling, helping maintain product quality through better timing and storage. For customers, this means fresher fruit and vegetables, faster frozen goods handling, and precise packing. Smaller delivery windows reduce spoilage risk and increase satisfaction rates, improving service reliability.
At a local level, Coles says the rollout supports jobs, not reduces them. Robotics manage heavy lifting and repetitive sorting tasks, while staff focus on customer experience, quality checks, and delivery logistics. The company expects to expand roles in technology oversight, operations, and service support. For young job seekers and tech-ready workers in Geelong, this creates new job paths in retail automation, warehousing technology, and supply systems.
The upgrade positions Geelong as a smart retail hub. Local households benefit first, but it also strengthens the region’s infrastructure for future growth. With new residents arriving from Melbourne, rising housing development, and expanding logistics needs, automation helps ensure the city stays ahead of demand without pushing prices higher.
What the New System Means, Step by Step
Here is a clear look at how the technology improves the experience for Geelong shoppers:
- Robots collect items fast with near-zero error rates.
- Orders are prepared 24 hours a day.
- Customers get faster deliveries and pickup times.
- Better inventory control reduces out-of-stock items.
- Local jobs shift toward tech roles, customer service, and logistics.
This upgrade brings world-class automation to a growing regional city and mirrors innovation seen in London and New York grocery fulfilment hubs.
Inside the Technology Behind Coles’ 24-7 Robot Centre
Modern retail relies on speed, and this system is built for it. Hundreds of compact robots glide over a grid above stacked bins. The software routes each robot to items without collision, calculates optimal movement paths, and manages battery cycles to keep operations running non-stop. Human staff pack fragile goods like eggs and bread while robots collect packaged and pantry products, balancing precision with product care.
This model is built for volume. A typical automated hub can pick up to 50,000 items in a day. The technology does not fatigue, so peak hour demand gets the same speed as late-night orders. With fast delivery becoming a key consumer expectation, this keeps Geelong competitive with major metro regions.
Sustainability also drives the change. Automated storage uses less space and reduces movement inside the facility, lowering emissions. Fewer delivery runs go out half-filled because the system optimizes routes and packing volume. Geelong benefits not just from speed, but from a cleaner supply chain that aligns with national sustainability targets.
The rollout feeds into a broader shift toward hybrid shopping, where customers mix store visits with online deliveries. As digital adoption rises across Victoria, supermarkets need to match global standards or risk falling behind. With Woolworths and international rivals investing in similar systems, this launch signals a competitive retail era where technology supports shoppers in every suburb.
Automation Benefits Snapshot
| Key Feature | Benefit for Geelong Shoppers | Operational Impact |
|---|---|---|
| 24-7 robot fulfilment | Faster delivery and pick-up | Always-on order processing |
| Precision item picking | Higher accuracy | Fewer missing or wrong items |
| Real-time inventory | More reliable stock | Better supply control |
| Tech-enhanced jobs | New workforce skills | Expanded training roles |
| Optimized packing and routes | Lower delivery emissions | Stronger sustainability outcomes |
What This Means for Geelong’s Retail Future
This move gives Geelong a modern infrastructure edge. Local consumers gain access to a level of service once limited to metro hubs, driving higher convenience and retail confidence. With population growth projected to exceed 400,000 residents in coming years, according to the Victorian Planning Authority, investment like this ensures shopping systems scale to meet rising demand without strain.
The benefits also extend beyond groceries. Geelong’s role in future logistics may now attract more retailers and food delivery providers to introduce smart-fulfilment services here. Combined with local investment in advanced manufacturing, innovation precincts, and improved transport links, this strengthens the region’s economic base.
Online shopping will not replace in-store visits, but the two will work together. Shoppers may browse for produce and fresh goods in person while letting automation handle weekly pantry restocks. This hybrid trend is already visible across global cities and fits the lifestyle of busy families, working commuters, students, and seniors who value efficiency and choice.
Coles’ robot hub represents more than a retail update. It marks a shift toward smarter cities and a modern economy for regional Victoria. As delivery speeds rise and service improves, other industries may follow with automation in distribution, pharmacy delivery, and household goods. Geelong stands at the start of a new chapter in digital retail.
Trending FAQ
When will the automated delivery system launch in Geelong?
It is scheduled to go live in phases over the coming months as Coles completes setup and testing.
Will this change delivery cost for customers?
Pricing remains competitive. Coles aims to keep delivery fees stable as efficiency increases.
Will robots replace retail jobs?
No. Roles will shift to tech support, quality checks, customer service, and logistics. New upskilling programs are expected.
How many robots will operate in the centre?
About 700 units will run the system, supported by trained staff.
Will this improve same-day delivery availability?
Yes. Speed and capacity will increase, offering more same-day and scheduled slots.
Can customers still shop in-store?
Yes. This system works alongside stores to enhance service, not replace them.
Is the robot system safe for food handling?
Yes. It follows strict food-safety processes and improves time management for perishables.
Why is Geelong a priority for this upgrade?
Growing population, high demand for online services, and logistics strength make it a strategic location for future retail growth.
