Why Supermarket Loyalty Schemes Aren’t So Special

Why Supermarket Loyalty Schemes Aren’t So Special

If you’re a member of Woolworths’ Everyday Rewards or Coles’ flybuys scheme, you’ll be used to receiving regular emails promising “special” offers and “bonus” deals that are just for you. But don’t delude yourself: 9.5 million Australians are signed up to those schemes.

Picture: monkeyc.net

Tracking by Roy Morgan suggests that Everyday Rewards remains dominant, with 36 per cent of supermarket shoppers, while flybuys has 33 per cent. Woolworths has had a larger share since 2010, though flybuys has seen an increase since its revamp in 2012.

Our advice on loyalty cards remains the same as always: you may be able to score benefits from them, but you shouldn’t drastically alter your shopping habits purely to score extra points, and you should realise that the price you pay for those discounts is giving away a fair chunk of data about your shopping habits. Shopping around remains the most effective way to save money.


  • I shop at Aldi. I only go to coles when I need to do that small shop mid week.

    Yes I have Flybuys, have yet to get anything useful from it though

    • I still cannot stand Aldi, staff are useless and the whole “rush you through and you pack your own bags” is painful when you have a trolley packed to the top with groceries

    • for those that dont know: orange ticketed items have two prices, the normal price and the special price. you only get the special price if you scan your rewards card. definitely worth it!

  • I’m not unhappy with the Frequent Shopper program Woolies maintains in Tassie – spend a dollar, get a point. 2000 points is worth $20 credit which can be redeemed every 3 months, or in December each year. We usually opt for the latter – a couple of hundred dollars worth of free shopping christmas is more than welcome.

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