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.
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.