Coles revamps flybuys loyalty card scheme

Posted by AFN Staff Writers on 23rd April 2012

Australian supermarket chain Coles will today (23 April 2012) implement major changes to its flybuys loyalty card scheme.

As well as changing the points issuance system for the loyalty scheme, Coles has changed the brand from ‘FlyBuys’ to ‘flybuys’ and introduced AGL, Telstra and Webjet as new partners.

Flybuys was launched in 1994 and Coles acquired full ownership in February 2011 when it purchased National Australia Bank’s 50 per cent share of the scheme (although NAB remains a major participant in the scheme).

Members collect points from purchases (and through credit card use) and subsequently exchange points for gift cards, merchandise, flights and other rewards.

According to Coles, the newly revised scheme offers customers more places to earn points, and a faster way to get savings through buying groceries.

Customers can convert their points to flybuys ‘Dollars’, and then use them for money off at Coles, Kmart, Target, Liquorland, 1st Choice Liquor, and Coles Express.

Coles has also partnered with Webjet by offering customers points on flights booked with Webjet.

Coles Managing Director, Ian McLeod said, “Last year we decided to rip up the rule book on reward cards and build a programme which offers real value to Australians. Our aim was to find new ways to give our customers something truly worthwhile as a thank you for choosing to shop with Coles.”

Coles launches major multimedia marketing campaign for new flybuys card

To coincide with the launch of the new flybuys card, Coles has launched a new advertising campaign including a series of new TV commercials featuring comedy actress Dawn French.

Coles has also mailed flybuys packs containing new flybuys cards to over 8 million households in Australia – over 16 million cards in total.