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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

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Australians love loyalty schemes, study finds

Nearly all Australian consumers (88%) are members of at least one customer loyalty programme, while 11% belong to more than 10 loyalty programmes, according to the 'For Love Or Money' consumer study by Directivity and Citrus, which found that the nation's most popular programmes are Coles' Flybuys, Woolworths' Everyday Rewards, and Qantas Frequent Flyer.

According to the report, male shoppers are members of an average of three loyalty programmes, while their female counterparts reported an average membership of five programmes. Half (49%) of the men are active in all the loyalty programmes of which they are members, compared to only 41% for women.

But despite these encouraging figures, the study found that fewer than half of the consumers surveyed felt more loyal to a reward programme's brand as a result of their membership. This suggests that, although reward programmes clearly influence customer purchase behaviour and even brand choices, they do not always equate to customer loyalty.

The 55+ age group were found to buy more than their younger counterparts, and they also tend to buy from companies that offer a loyalty programme in favour of those that do not. But, paradoxically, they also more likely to believe that loyalty programmes do not offer any real value.

Having a tiered rewards programme such as gold/silver/platinum memberships based on the amount you spend wasn't as popular with consumers, with only 36% saying they were very important.

"Basic monetary rewards give brands a 'ticket to play' in the loyalty game but the real opportunity lies in building deeper engagement with members through more personally relevant, unexpected and emotional rewards," said Adam Posner, CEO for Directivity. "This plays out in the research which shows surprise rewards such as a gift on your birthday, exclusive offers or special experiences go a long way to overcoming the belief that programmes don't offer any real value."

Australia's top ten loyalty programmes, as cited by consumers, are:

Coles Flybuys
Woolworths Everyday Rewards
Qantas Frequent Flyer
MYERone
Priceline
Virgin Velocity
CBA credit card
IGA
Millers
Spotlight

The full report has been made available for free download online - click here (free registration required).

Sources: Directivity; Citrus / The Marketing Factbook.
Copyright © 2013 - 2025 The Marketing Factbook.

Categorised as:

Customer Experience
Customer Loyalty
Knowing The Customer
Marketing Know-How
Marketing Technology

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

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