Australian retail giant in major programme overhaul
Supermarket offers more partners and quicker points redemption
Australian supermarket Coles has re-launched its flybuys programme.
The scheme has five million active members and Coles says the new offering will give customers more points on their everyday spending, more places to earn points, and a faster way to make savings off their groceries.
The scheme was first launched in 1994, and Coles acquired full ownership of the programme in February 2011.
The scheme has been expanded from its original partners – Coles, National Australia Bank, Target, Kmart, Kmart Tyre & Auto Service, Coles Express, Liquorland and 1st Choice Liquor – to include new partners Webjet, AGL, and Telstra.
The new scheme is likely to give Coles more data on where customers are from, the products they buy and the times they shop at. Coles is currently engaged in a price war with its main retail rival Woolworths.
To promote the relaunch, Coles says it is mailing packs with flybuys cards to 16 million households in Australia which can then be activated.
The relaunched scheme also features the my5 offer, which gives flybuys customers 10% off the price of any five products of their choice.
Flybuys members will now earn 1 point per A$1 they spend, which Coles says is 50% more than on the old programme. There are around 200 products across the store where customers can earn Bonus Points.
Coles says it has made it easier to convert points into money off at the POS with flybuys Dollars. Customers can go online and convert their points to flybuys Dollars, and then use them at the checkout for money off at Coles, Kmart, Target, Liquorland, 1st Choice Liquor, and Coles Express.