November 24 Loyalty Market Update

Ellipsis track everything that's going on in Australian loyalty, and we produce a monthly market update. We share the highlights below, subscribe to receive the detailed market update. 

• Myer One, with 10.6 million members, will expand across Just Jeans, Portmans, Jay Jays, Dotti, and Jacqui E to build an ecosystem and attract younger Myer One members. The program saw a rise in tag rates to 77.2% and active members reached 4.4 million.
  
  
• But; Myer’s gross profit dropped 2.5% and sales declined 2.9%. They're not alone in having perceived strong loyalty performance but declining financials. Big W's program scan rates hit 58% but it had a 90% drop in operating profit; Dan Murphy’s members spent 80% more than non-members but its share price fell 6.8%, Super Retail's 11.5 million members drove 77% of sales but Ebit was down 9% and Michael Hill quadrupled loyalty membership while Ebit fell 76%.
  
  
• Virgin Australia’s Velocity Frequent Flyer program added a Platinum Plus tier to compete with Qantas’s Platinum One and introduced a “Forever Gold” tier launching in October 2025. Velocity’s 12 million members drove a 23.8% increase in Velocity’s revenue. Qatar Airways will buy a 25% stake in Virgin with Velocity members able to earn and burn across their network.
  
  
• Westpac now offers points transfers to Woolworths Everyday Rewards. American Express launched a business gold card with accelerated rewards for purchases at Xero. Go Rewards from Slyp lifted tag rates by 40% and loyalty revenue share by 50% at pilot partner Supabarn.
  
  
• The Australian loyalty market is projected to grow from AU$ 6 billion in 2024 to AU$ 8 billion in 2028.

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