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Everyday Rewards
TypeLoyalty program
OwnerWoolworths Group
Area servedAustralia, New Zealand
Introduced2007; 17 years ago (2007)
Accrual partners
Websitewoolworthsrewards.com.au, everydayrewards.co.nz

Everyday Rewards, known as Woolworths Rewards between 2015 and 2020, is a customer loyalty program owned and operated in Australia and New Zealand by Woolworths Group. Members can earn points in the program from Woolworths Group companies (Woolworths Supermarkets, Big W, BWS, MyDeal, Everyday Market, BigW Market etc), as well as partner brands like Ampol, Bupa and Origin Energy.[1] Qantas Frequent Flyer program members can convert 2,000 Everyday Rewards points to 1,000 Frequent Flyer points as part of a partnership between the two companies.[2]

As of August 2023, Everyday Rewards has over 14.5 million members.[3] Members can access their Everyday Rewards card through the app, by adding it to digital wallets like Google Wallet, or by ordering a physical card online. Accrued points can then by redeemed at Woolworths Group stores (at a rate of 2,000 points for an A$10 discount), or converted to 1,000 Qantas Frequent Flyer points. Spending A$30 or more in a Woolworths Supermarket also gives a 4c/litre fuel discount voucher at participating Ampol or EG Australia branded outlets.[4]

History

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Everyday Rewards was first trialled in Central West, New South Wales from September 2007.[5] This followed Woolworths' announcement that it was planning to launch a general purpose credit card in 2008, the Everyday Money credit card.[6]

During the NSW trial, 50,000 cards were issued to customers.[7] In February 2008, Woolworths announced that following the NSW trial, Everyday Rewards would be rolled out nationally, beginning with South Australia and the Northern Territory in mid-February, and to other states by the end of May 2008.

By early May 2008, the scheme had been extended to Victoria, Western Australia and Queensland and by the end of May 2008 to all mainland states (excluding Woolworths and BWS stores in Tasmania.[8]). Woolworths stated in June 2008 that "well over a million" shoppers had taken a card and registered their details.[9] In July 2008, Woolworths stated that the program had exceeded expectations, with more than three million cards on issue.[10] By August 2008, there were 3.8 million cards "on issue", with 2.4 million cards "registered".[11]

By June 2010, Big W had withdrawn the fuel discount benefit for cardholders in Western Australia and South Australia,[12] and in August 2010, Big W also withdrew from the fuel discount benefit for cardholders to all of Australia (except Tasmania).

In May 2012, Woolworths started offering in-store discounts to Everyday Rewards members who use the card.[13]

On 26 October 2015 Woolworths announced that, from 1 January 2016, customer loyalty cards would no longer earn Qantas Frequent Flyer points. Instead they will receive more discounts on groceries. The new discount program came into effect on 28 October 2015. Everyday Rewards cardholders will be sent new 'Woolworths Rewards' cards.[14] The furore over this new program caused Woolworths to do an about-face and offering their customers the choice of redeeming their Woolworths Rewards for Qantas points.

In April 2016, doubts were expressed over the effectiveness of the new program with claims by analysts that the program has not gained traction in the community and is possibly a cause of the slow down in supermarket sales growth which has slowed to 3 per cent.[15] On 22 August 2016, significant improvements to Woolworths Rewards were announced. As of 31 August 2016, members will earn rewards on every dollar they spend in Woolworths' Supermarkets and BWS stores, and for the first time, members will also earn on every dollar they spend at EG Australia outlets.[16]

On 29 July 2020, Woolworths Rewards rebranded as Everyday Rewards.[17] Everyday Rewards was launched in Tasmania on 6 August 2020 replacing the Frequent Shopper Club loyalty program in the state which would be phased out by 2021.[18] The Frequent Shopper Club was Purity Supermarket's loyalty program which Woolworths retained after its purchase of the chain due to an arrangement with Purity and because of its popularity.[19]

In January 2022, the Everyday Rewards loyalty program was made available to customers shopping at MyDeal,[20] which was also extended to its other online marketplaces including Big W Market & Everyday Market.

In June 2022, Woolworths began a limited trial of Everyday Extra, a subscription service offering additional benefits for Everyday Rewards members who pay a monthly or annual fee.[21] The program was launched to all members in October 2022.[22]

In August 2023, Woolworths introduced Member Prices, giving Everyday Rewards members access to offers and lower prices on certain products in-store and online.[23]

In February 2024, Everyday Rewards replaced Onecard as the loyalty scheme at Countdown and Woolworths supermarkets in New Zealand.[24]

Qantas Frequent Flyer program

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In December 2008, Woolworths and Qantas entered into a six-year agreement to allow Everyday Rewards members to earn Qantas Frequent Flyer (QFF) points for purchases at Woolworths supermarkets.[25] In June 2009, details of the arrangement were announced. Under the arrangement Everyday Rewards members would earn one Qantas Frequent Flyer point for each dollar over $30 spent in one transaction at Woolworths (or Safeway) supermarkets (excluding Tasmania) or Woolworths liquor stores. To earn these points Everyday Rewards members would need to also have and link a QFF account, and the QFF joining fees were waived for new QFF members.[26] Woolworths was to pay the QFF program for QFF points earned by members under the arrangement.[27]

The program was later expanded to include some of Woolworths Limited's other stores including Big W and BWS.[28] From October 2009, cardholders could collect one point per dollar for every dollar over $50 spent in one transaction at Dick Smith and Tandy,[29] however those stores' participation stopped in September 2012.[30]

In August 2009, of 3.8 million Everyday Rewards cards "registered", 1.2 million were linked to a QFF account,[31] which increased by August 2010, to 5.1 million cards registered, of which 2.7 million were linked to a QFF account.[32]

On 26 October 2015, Woolworths announced it is splitting with Qantas to revamp its Everyday Rewards Program.[33][34]

On 15 December 2015, Woolworths Rewards announced a new partnership with Qantas Frequent Flyer giving customers the choice to convert their Woolworths Dollars, earned through buying orange ticket products, into Qantas Points at a conversion rate of 870 Qantas Points for every 10 Woolworths Dollars.[35]

On 22 August 2016, Woolworths Rewards announced that members would now have additional redemption options, including converting their savings to Qantas Points.[16]

On 1 October 2019, Woolworths Rewards increased the rate at which points are converted to Qantas Frequent Flyer points. Instead of 2,000 Woolworths Rewards points converting to 870 Qantas points, this increased to 1,000 Qantas points. Upon reaching 2,000 Woolworths Rewards points, those points would now be converted within 24 hours (rather than in blocks every 3 months).[36]

See also

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References

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  1. ^ "Partners". Everyday Rewards. Retrieved 8 September 2021.
  2. ^ "Everyday Rewards". Qantas. Retrieved 8 September 2021.
  3. ^ Kidman, Angus (23 August 2023). "Are Woolworths' Everyday Rewards member prices really a bargain?". finder.com.au. Retrieved 30 August 2023.
  4. ^ "How it works". Everyday Rewards. Retrieved 8 September 2021.
  5. ^ "Fuel change on the cards". Australian Financial Review. 6 September 2007. p. 20.
  6. ^ "Now it's Woolworths the credit card people". Sydney Morning Herald. 27 August 2007. Retrieved 6 September 2007.
  7. ^ "Woolies revs up discount petrol war". Australian Financial Review. 11 February 2008. pp. 1, 15.
  8. ^ "Everyday Rewards - Earn Points". Everyday Rewards Site. Retrieved 2 June 2011.
  9. ^ "Fuel's gold as a million people play cards with Woolworths". The Sydney Morning Herald. 5 June 2008. Retrieved 5 June 2008.
  10. ^ "Woolies reports sales rise". The Sydney Morning Herald. 16 July 2008. Retrieved 17 July 2008.
  11. ^ "Full Year Results Presentation" (PDF). Woolworths. Retrieved 29 August 2008.
  12. ^ "Terms and conditions". Woolworths Petrol. Retrieved 27 August 2010.
  13. ^ Speedy, Blair (15 May 2012). "Woolworths escalates supermarket price war with new discounts". The Australian. Archived from the original on 15 May 2012. Retrieved 6 June 2012.
  14. ^ Croy, Liam (26 October 2015). "Woolies dumps flyer points". The West Australian. Retrieved 30 October 2015 – via au.news.yahoo.com. ... shoppers will no longer earn frequent flyer points on their loyalty cards. Instead, they will earn credits averaging 15 per cent of the price of about 500 products marked with orange tickets at participating Woolworths supermarkets, Big W department stores and BWS liquor stores. When the value of the credits reaches $10, customers will receive $10 off their next grocery or liquor bill.
  15. ^ Mitchell, Sue (13 April 2016). "Woolworths loyalty program comes up short". The Sydney Morning Herald.
  16. ^ a b "Everyday Rewards Boost". everydayrewards.com.au/boost. Archived from the original on 25 August 2016.
  17. ^ "Introducing Everyday Rewards". Woolworths Rewards. Archived from the original on 29 July 2020. Retrieved 29 July 2020.
  18. ^ Chamberlin, Chris (27 July 2020). "Woolworths Rewards lands in Tasmania". Executive Traveller. Archived from the original on 17 August 2020. Retrieved 17 August 2020.
  19. ^ Graham, Matt (14 May 2020). "Woolworths Rewards is Coming to Tasmania". Australian Frequent Flyer. Archived from the original on 17 August 2020. Retrieved 17 August 2020.
  20. ^ https://powerretail.com.au/mydeal-joins-everyday-rewards-loyalty-program/ [bare URL]
  21. ^ Palu, Kamilia (26 June 2022). "Everyday Extra: Woolworths launches new rewards system that can save hundreds". Yahoo News. Retrieved 30 August 2023.
  22. ^ Cleal, Olivia (19 October 2022). "Woolworths announces huge change to Everyday Rewards program". 7NEWS. Retrieved 30 August 2023.
  23. ^ Seeto, Tamika (22 August 2023). "Woolworths' major change for Everyday Rewards members". Yahoo Finance. Retrieved 29 August 2023.
  24. ^ "Everyday Rewards, Previously Onecard | Woolworths". Countdown NZ Ltd. Retrieved 1 February 2024.
  25. ^ "Qantas Frequent Flyer points for Woolworths". The Australian. 8 December 2008. Archived from the original on 19 May 2009. Retrieved 7 June 2009.
  26. ^ "Battle for loyalty intensifies". The Age. 2 June 2009. Retrieved 7 June 2009.
  27. ^ Hawthorne, Catie Low and Mark (21 October 2015). "Woolworths looks to cut ties with Qantas". The Age.
  28. ^ Kidman, Angus (7 October 2009). "Frequent Flyer Points From BWS, Dick Smith Soon". Lifehacker Australia. Retrieved 18 October 2009.
  29. ^ "About Everyday Rewards and Qantas Frequent Flyer". Woolworths Limited. 26 October 2009. Retrieved 26 October 2009.
  30. ^ "Important changes to earning points with Everyday Rewards". Woolworths Limited. 12 September 2012. Retrieved 15 March 2015.
  31. ^ "Full Year Results Presentation" (PDF). Woolworths Limited. Retrieved 17 September 2009.
  32. ^ "Woolworths reports solid profits". Australian Food News. 26 August 2010. Retrieved 27 August 2010.
  33. ^ "Woolworths faces protracted battle to maintain loyalty after ditching Qantas deal, says expert". Mumbrella. 26 October 2015.
  34. ^ "Woolworths ditches Qantas rewards tie-up as shoppers complain of "points fatigue"". No. 26 October 2015. Daily Telegraph. 26 October 2015.
  35. ^ "Woolworths and Qantas announce new Frequent Flyer partnership". Woolworths. Retrieved 8 September 2016.
  36. ^ "Earning Qantas Points at Woolworths just got better". finder.com.au. Retrieved 17 May 2020.
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