Coles (ASX:COL) is well aware Australians have been “cross-shopping” to cut costs, with the average shopper visiting as many as three or four supermarkets to find bargains amid the cost-of-living pinch – and the staple supermarket giant sees better weekly specials and value campaigns as the answer. Speaking after the chain shared its first-quarter sales on Thursday, Coles CEO Leah Weckert identified “cost-of-living challenges” as the reason for cross-shopping. “Cost of living remains a challenge for many of our customers, and we are focused on helping them find value in our stores through week…