Loyalty programs in Australia - statistics & facts
Loyalty programs have become essential in building and maintaining strong relationships between brands and consumers across Australia. With the country’s cost-of-living crisis persisting into 2024, identifying ways to support shoppers’ ever-tightening budgets, for instance, through offering rewards, discounts, freebies, and premium treatment, plays a large part in retaining customers and encouraging brand loyalty. Gaining a deeper understanding of preferred loyalty advantages, program satisfaction rates, and which products, services, and experiences customers would like to save on is crucial in bringing more dormant loyalty memberships back to life and attracting new members.
Across other retail segments, loyalty schemes from international brands, such as Amazon Prime and eBay Plus, are widely used alongside domestic memberships including Myer One and Priceline Sister Club. Qantas Frequent Flyer and Virgin Velocity, loyalty schemes offered by Australia’s leading two airlines, also have high enrollment rates. As of the 2023 financial year, there were over 15 million members of the Qantas Frequent Flyer program, with membership having grown from just over 12 million in 2018.
Australia’s leading loyalty programs: from saving on groceries to budget-friendly trips
To foster lasting connections with customers, several brands across Australia offer loyalty club memberships, with supermarket schemes and frequent flyer programs the top types of loyalty programs engaged in by Australian consumers. In the food and beverages category, Australian-owned brand schemes such as Woolworths Everyday Rewards, Coles Flybuys, and My Dan’s top the ranking alongside MyMacca’s Rewards from international fast food giant McDonald’s. In recent years, grocery loyalty memberships and food establishment rewards cards have enjoyed high sign-up rates and activity due to food price inflation. Nonetheless, following price gouging allegations against some of Australia’s leading grocery retailers in 2024, customer loyalty could shift.Across other retail segments, loyalty schemes from international brands, such as Amazon Prime and eBay Plus, are widely used alongside domestic memberships including Myer One and Priceline Sister Club. Qantas Frequent Flyer and Virgin Velocity, loyalty schemes offered by Australia’s leading two airlines, also have high enrollment rates. As of the 2023 financial year, there were over 15 million members of the Qantas Frequent Flyer program, with membership having grown from just over 12 million in 2018.
