Everyday Rewards Explained

Everyday Rewards
Owner:Woolworths Group
Area Served:Australia, New Zealand
Website:,

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]

, 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 discount), or converted to 1,000 Qantas Frequent Flyer points. Spending or more in a Woolworths Supermarket also gives a 4c/litre fuel discount voucher at participating Ampol or EG Australia branded outlets.[4]

History

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By June 2010, Big W had withdrawn the fuel discount benefit for cardholders in Western Australia and South Australia,[12] and in August 2010, Big W also withdrew from the fuel discount benefit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

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

External links

Notes and References

  1. Web site: Partners. 8 September 2021. Everyday Rewards.
  2. Web site: Everyday Rewards. 8 September 2021. Qantas.
  3. Web site: Kidman . Angus . 2023-08-23 . Are Woolworths' Everyday Rewards member prices really a bargain? . 2023-08-30 . finder.com.au . en-AU.
  4. Web site: How it works. 8 September 2021. Everyday Rewards.
  5. News: Australian Financial Review. Fuel change on the cards. 20. 6 September 2007.
  6. News: Now it's Woolworths the credit card people. 27 August 2007. 2007-09-06. Sydney Morning Herald.
  7. News: Woolies revs up discount petrol war. Australian Financial Review. 11 February 2008. 1, 15.
  8. Web site: Everyday Rewards - Earn Points. Everyday Rewards Site. 2 June 2011 .
  9. Web site: The Sydney Morning Herald. 5 June 2008. Fuel's gold as a million people play cards with Woolworths. 2008-06-05.
  10. News: The Sydney Morning Herald. 16 July 2008. 2008-07-17. Woolies reports sales rise.
  11. Web site: Woolworths. Full Year Results Presentation. 2008-08-29.
  12. Web site: Terms and conditions. Woolworths Petrol. 27 August 2010.
  13. News: Speedy . Blair . 15 May 2012 . Woolworths escalates supermarket price war with new discounts . . dead . 6 June 2012 . https://web.archive.org/web/20120515093220/http://www.theaustralian.com.au/news/nation/woolworths-escalates-supermarket-price-war-with-new-discounts/story-e6frg6nf-1226355272882 . 15 May 2012.
  14. News: Croy . Liam . Woolies dumps flyer points . 30 October 2015 . The West Australian. 26 October 2015 . 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. Web site: Woolworths loyalty program comes up short. Sue. Mitchell. 13 April 2016. The Sydney Morning Herald.
  16. Web site: Everyday Rewards Boost. dead. https://web.archive.org/web/20160825015822/http://www.woolworthslimited.com.au/page/The_Newsroom/Press_Releases/Significant_Improvements_to_Woolworths_Rewards/. 25 August 2016. everydayrewards.com.au/boost.
  17. Web site: Introducing Everyday Rewards. live. https://web.archive.org/web/20200729092720/https://www.woolworthsrewards.com.au/introducing-everyday-rewards.html. 2020-07-29. 2020-07-29. Woolworths Rewards.
  18. Web site: Chamberlin. Chris. 2020-07-27. Woolworths Rewards lands in Tasmania. live. https://web.archive.org/web/20200817074039/https://www.executivetraveller.com/news/woolworths-rewards-tasmania-earn-qantas-points. 2020-08-17. 2020-08-17. Executive Traveller. en.
  19. Web site: Graham. Matt. 2020-05-14. Woolworths Rewards is Coming to Tasmania. live. https://web.archive.org/web/20200817073829/https://www.australianfrequentflyer.com.au/woolworths-rewards-tasmania/. 2020-08-17. 2020-08-17. Australian Frequent Flyer.
  20. https://powerretail.com.au/mydeal-joins-everyday-rewards-loyalty-program/
  21. Web site: Palu . Kamilia . 2022-06-26 . Everyday Extra: Woolworths launches new rewards system that can save hundreds . 2023-08-30 . Yahoo News . en-AU.
  22. Web site: Cleal . Olivia . 2022-10-19 . Woolworths announces huge change to Everyday Rewards program . 2023-08-30 . 7NEWS . en.
  23. Web site: Seeto . Tamika . 2023-08-22 . Woolworths' major change for Everyday Rewards members . 2023-08-29 . Yahoo Finance . en-AU.
  24. Web site: Everyday Rewards, Previously Onecard Woolworths . 2024-02-01 . Countdown NZ Ltd . en.
  25. News: The Australian . 8 December 2008 . 2009-06-07 . Qantas Frequent Flyer points for Woolworths . https://web.archive.org/web/20090519232304/http://www.theaustralian.news.com.au:80/business/story/0,28124,24789490-643,00.html . dead . 19 May 2009 .
  26. Web site: The Age. 2 June 2009. 2009-06-07. Battle for loyalty intensifies .
  27. Web site: Woolworths looks to cut ties with Qantas. Catie Low and Mark. Hawthorne. 21 October 2015. The Age.
  28. Web site: Frequent Flyer Points From BWS, Dick Smith Soon. Kidman. Angus. 7 October 2009. Lifehacker Australia. 2009-10-18.
  29. Web site: About Everyday Rewards and Qantas Frequent Flyer. 26 October 2009. Woolworths Limited. 2009-10-26.
  30. Web site: Important changes to earning points with Everyday Rewards. 12 September 2012. Woolworths Limited. 2015-03-15.
  31. Web site: Woolworths Limited. Full Year Results Presentation. 2009-09-17.
  32. News: Woolworths reports solid profits. 27 August 2010. Australian Food News. 26 August 2010.
  33. News: Woolworths faces protracted battle to maintain loyalty after ditching Qantas deal, says expert. Mumbrella. 26 October 2015.
  34. News: Woolworths ditches Qantas rewards tie-up as shoppers complain of "points fatigue". Daily Telegraph. 26 October 2015 . 26 October 2015 .
  35. Web site: Woolworths and Qantas announce new Frequent Flyer partnership. Woolworths. 2016-09-08.
  36. Web site: Earning Qantas Points at Woolworths just got better . finder.com.au . 17 May 2020.