September 25 Loyalty Market Update
Here’s your September loyalty update for Australia and New Zealand from Ellipsis, The Loyalty Experts®. We share the highlights below, subscribe to receive the detailed monthly market update.
What matters this month
It’s reporting season and loyalty membership numbers, activity rates and growth metrics are out for Qantas, Virgin, Super Retail, Adairs, Woolworths, Wesfarmers, Flybuys, Endeavour, CBA and Medibank. There’s also a raft of reporting on subscription programs across multiple sectors. Luxury Escapes’ LuxPlus+ (50,000 paying members each paying $249 annually), Kogan’s two programs now generates 28% of Kogan’s gross profit and Adairs’ Linen Lovers has hit 1 million paying members before the Qantas partnership takes off. Coles doubled its subscription members (in Cole Plus and Coles Plus Saver) and Woolworths lifted its subscribers (Everyday Extra) by 31%. Wesfarmers reported numbers on all its loyalty programs except the OnePass subscription program.
Australia
- Qantas Loyalty revenue rose 11% to $2.9B and Virgin Velocity revenue grew 10%.
- Qantas increased reward flight costs.
- CBA Yello delivered $135M to members and cut most travel transfer partners, while ING, AMP, HCF, PartsCheck, Sheik and Leafio launched new loyalty programs.
- MyRewards launched a blockchain platform and IGA Rewards went live with Paywith.
New Zealand
- Air New Zealand’s delayed the revamp of its Airpoints program.
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