September 24 Loyalty Market Update

Welcome to our September loyalty update for Australia and New Zealand from Ellipsis. We hope this helps to keep you in the loop or confirms what you already know. We share the highlights below, subscribe to receive the detailed market update. 

SUMMARIES

Australia

Flybuys and Woolworths’ Everyday Rewards added members, while Dan Murphy's boosted members with personalised offers. Qantas Loyalty revenue rose by 18% and Super Retail Group now has 11.5 million loyalty member accounts. New retail media networks are being launched by the Wesfarmers brands leveraging loyalty data for marketing. in other news:

• Baby Bunting was once valued at more than Au$ 800 million. It’s since struggled. By removing the spend and earn feature in its loyalty program it’s lifted gross profit margin by 180 basis points. Requirements for a new loyalty program are in development targeting design and testing in the second half of FY2025.
• Electronics retailer JB Hi-Fi's spending Au$ 48 million for a 75% stake in kitchen and bathroom retailer e&s. There are currently 10 e&s stores across Victoria with ACT the first in a national expansion through a loyalty scheme.
• TerryWhite Chemmart, with 600 stores across Australia, has upgraded and integrated its Rewards Plus loyalty program into its main app. The Rewards Plus loyalty program has more than 2 million members.

New Zealand

With Flybuys closing this year, partner and shareholder Z Energy will end its Pumped discount on 31 October transitioning to new rewards from November with Airpoints continuing (Airpoints launched the IBS platform). Woolworths Everyday Rewards, launched in February, now has 1.6 million active members. Gratifii has acquired NZ-based loyalty provider Rapport adding revenue and clients to its portfolio. In other news:

• Australian fresh food brand Soul Origin has opened its first New Zealand store in Auckland Airport's domestic terminal. Kiwis can join Soul Origin's loyalty program, Soulmates.
• Genesis Power Shout loyalty program has provided 25 million hours of free power as rewards since 2018.
• Mighty Ape's Primate paid subscription loyalty program grew by 35% to 23,000 members in the last year.

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