FlyBuys reports membership surge

Posted by Nicole Eckersley on 16th February 2010

FlyBuys, Australia’s largest coalition loyalty program, has reported a surge in new memberships in 2009, mostly among young Australians.

Almost 400,000 new cardholders have joined, with an average age of 33 years (12 years younger than the FlyBuys average).  FlyBuys General Manager Phil Hawkins attributed the new interest to the economic downturn, as well as to campaigns such as the Coles’ Giant Gift Card Giveaway and new point-gathering opportunities with Curves and FlyBuys Box Office.

“There’s no question that consumers are really trying to drive their dollar further and look for ways to get extra benefits when they shop.  FlyBuys is particularly popular because people earn points for everyday transactions like grocery shopping and fuel purchases,” Mr Hawkins said.

Mr Hawkins also noted that 2009 had shown a sevenfold increase in points redemption for kitchen items, such as steamers, blenders and slow-cookers, which he attributed to the rise in popularity of TV cooking shows.

FlyBuys, owned jointly by Coles Group and the National Australia Bank, is the fifth biggest coalition loyalty program in the world with more than 5.5 million membership households and more than 10 million cardholders in Australia.  Participants include a large number of prominent retail outlets, including Coles Supermarkets, NAB, Kmart, Target, Liquorland, Liquorland Direct, Kmart Tyre & Auto Service, BI-LO, Jetset and Travelworld.