A consumer group called on giant grocery chain Coles Supermarket to toe the line and follow the lead of its rivals, ALDI and Woolworths, which recently implemented the online publication of their in-store grocery prices.

Choice spokesman Christopher Zinn expressed his disappointment that a giant firm like Coles could not do the simple task of allowing its patrons to check out grocery prices on the web.

Mr Zinn pointed out that Woolworths' initiatives were still very much simple but he praised the company for doing its share in providing more services for the Australian consumers while Coles simply indicated its disinterest in following suit.

Choice said that online price publication would give consumers general idea on the money they would have to spend once they visit the actual stores for some groceries, adding that the practice would encourage transparency on both giant retail companies.

However, Coles spokesman Jim Cooper said that an in-house customer inquiry conducted by the firm returned feedbacks that showed online publication of grocery prices were not that important to Coles' customers.

Mr Cooper added that the cost and complexity of establishing and maintaining a retail site doesn't bother the company at all and they are ready to implement such additional service when called for.

He stressed that "we are a customer-led organisation, so if customers are genuinely telling us it is something that is important to them we would certainly look at it."

Mr Zinn said Coles' decision could eventually prove beneficial for Woolworths, taking advantage on the idea that it is prepared to take on something that its rival had refused to undertake.