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Marketing

Coles to roll out ‘flybuys max’ loyalty scheme

Coles last week introduced a premium subscription to its Flybuys loyalty program, which includes discounted groceries, free home delivery, and access to online video streaming.

‘Flybuys max’ is currently being tested with a small group of members before the subscription is rolled out nationally.

The SMH reported that the new loyalty scheme will cost $10 a month or $99 a year and entitles members to a 5 per cent discount on all fresh produce at Coles supermarkets.

Members can earn 10 points for every dollar spent on fresh food at Coles, compared to the normal rate of 1 point per dollar. Customers can earn points at the same rate at Coles Express service stations and receive free home delivery on all online orders over $50.

Members will also have access to unlimited video streaming on MuviNow, discounted cinema and theme park tickets, and discounts on bookings made through the company’s Flybuys travel portal.

The new subscription service in many ways resembles Amazon Prime, which offers members free delivery, discounts at grocery chain Whole Foods, and access to its Prime Video streaming service.

Amazon Prime, which launched in Australia last month, has more than 100 million members worldwide.

Coles general manager of loyalty, insights and Flybuys, Alex Chruszcz, confirmed the national rollout of Flybuys max in a statement to sister publication, Inside FMCG.

“Flybuys max has been developed to offer members a range of compelling long-term benefits they want like discounts on fresh food, movie tickets and theme parks, free Coles Online delivery, bonus [Flybuys] points at Coles Express and online video streaming,” Chruszcz said.

“It’s currently being tested with a small group of members so that we have the best possible offers available when it rolls out nationally. The feedback so far has been very positive and the plan is for the offers to evolve.”

“Flybuys max is one of the many exciting new offers [Flybuys] will have for members in the future. We’re working with the best brands in Australia to make the program more rewarding for our members,” Chruszcz added.

Parent company Wesfarmers, which intends to spin Coles off into a separate business later this year, will keep a 50 per cent stake in the Flybuys loyalty business.

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