Coles is set to launch a subscription scheme to offer benefits to shoppers including discounted groceries and free deliveries.
The system, similar to Amazon Prime, would be part of the current flybuys loyalty scheme, costing $10 a month or $99 for the year.
Shoppers would receive a five per cent discount on fresh produce and meat, or elect to earn 10 flybuys points for every dollar spend on produce.
For those who prefer to shop online, subscription customers would be eligible for free delivery on all Coles orders over $50.
Coles is also going to offer subscribers access to an unlimited video streaming service on MuviNow, as well as discounted theme park tickets and cinema tickets.