Most popular retail loyalty programs among consumers Australia 2024, by membership

Retail loyalty programs continue to play a significant role in Australian consumer behavior, with Woolworths Everyday Rewards leading the pack as the most popular retail loyalty scheme in terms of membership, according to a 2024 survey. Nearly 85 percent of active loyalty program users surveyed in Australia indicated being members of supermarket giant Woolworths’ scheme. This was closely followed by Coles Flybuys, a program from Woolworths’ grocery retail rival, and My Dan’s (Dan Murphy’s), with the next highest membership rates across the retail loyalty schemes included in the survey. This high adoption rate of grocery loyalty programs underscores their importance in the retail landscape and demonstrates Australians are keen to maximize value in their everyday supermarket shopping experiences.

Loyalty beyond retail

While retail loyalty programs dominate, Australians have also shown strong engagement with travel-related rewards schemes. The Qantas Frequent Flyer program stood out as the most popular airline loyalty program among Australians in a 2023 survey, with approximately one-third of respondents being members. This trend extends to the hospitality sector, where French multinational hospitality company Accor, with its Accor Live Limitless/Plus rewards scheme, led hotel loyalty programs with a 12 percent membership rate among surveyed Australians. These membership rates, whilst lower than several retail loyalty penetration rates, indicate that consumers are actively seeking rewards and discounts across various sectors of their spending.

Drivers of brand loyalty

Understanding what drives brand loyalty is crucial for businesses nationwide aiming to retain customers. In a 2023 global survey, over 60 percent of Australian respondents cited high-quality products and services as the primary driver of their brand loyalty. Low prices and excellent customer support also emerged as significant factors in fostering loyalty and influencing Australian consumers’ brand preferences. These findings emphasize the prioritization of quality and value among consumers in their loyalty decisions and the need for brands to focus on delivering consistent quality and value to maintain customer loyalty in the competitive Australian market.