Woolworths to axe Qantas Frequent Flyer points scheme and launch new rewards card

Qantas frequent Flyer logoSupermarket chain Woolworths is rebranding its Everyday Rewards offering and ending its Qantas Points arrangement, in one of the biggest shakeups in Australia’s loyalty marketing sector in recent years.

woolworths rewards

Rebrand: Woolworths Rewards

In an email to customers sent out on Sunday morning, Woolworths said that the rebrand would take place on Wednesday, with the new brand being Woolworths Rewards.

Axed: Everyday Rewards

Axed: Everyday Rewards

Woolworths customers currently earn Qantas Frequent Flyer points for each dollar spent over $30 on a single shop.

But in the message from Woolworths to customers, it said that it will now be offering Woolworths Dollars instead, offering money off future in-store purchases.

The Woolworths-Qantas arrangement ends on December 31.

The Woolworths message to customers offers no suggestion of a continuing arrangement with Qantas in 2016.

However, Qantas Frequent Flyer also put out an email to customers. While the Qantas message also said that the scheme will end on December 31, it added: “We are working with Woolworths on a new partnership from 2016, and will keep you posted.”

The Woolworths Everyday Rewards message to customers:

The message to Everyday Rewards customers

The message to Everyday Rewards customers

The message from Qantas Frequent Flyer:

The email to Qantas customers

The email to Qantas customers

Suggestions that Woolworths would make the change emerged a few days ago, with the store signalling that the millions of dollars it spends on being part of the Qantas scheme might be better redeployed on driving down the price of shopping.

Woolworths and rival Coles are currently engaged in a cost cutting war. Coles runs its own loyalty scheme, Flybuys, with a number of partners including a new alignment with airline Etihad.

Sydney-based agency The Works is the creative agency for Everyday Rewards, which is likely to kick off a major marketing campaign in the coming days to back the rebrand to Woolworths rewards.


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