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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