Woolworths existing target market is the high income earners and the LSM (living standard measure) group 8 to 10.
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Banducci said its supermarkets had recovered well from a first-half hit from the removal of single-use plastic bags, volatile weather and the success of rival Coles' Little Shop collectables.
Online sales increased by nearly a third to $2.5 billion, driven by strong growth from Woolies X, Countdown X and Big W, while on-demand delivery increased to a total 736 sites across the supermarkets, BWS and Dan Murphy's stores.
In the video above: Woolworths' discovery garden The department chain's result was, however, an improvement on a $110 million earnings loss a year ago."We were pleased with the material improvement in sales growth in Big W over the course of FY19, with customers noticing the improvements we have been making to price, range and in-store experience," Woolworths Chief executive Brad Banducci said.
Earlier this year, Big W announced it would close 30 stores over three years, plus two distribution centres.
Woolworths have a lot of competitors in South Africa like Shoprite, Pick and Pay etc, but they do not share the same values, vision and mission as Woolworths and that is by giving their customers value for their money.
The last annual report for Woolworths holding limited was in 2011.
By the end of FY19, the group had also established 112 drive-thru or drive-up locations.
Gross profit margins at the Australian food division softened slightly, which the company blamed on more stock being written off, wasted, stolen, cleared or marked down during the year.