| Everyday Rewards | |
| Entity: | Loyalty program |
|---|---|
| Established: | 2007 |
| Owners: | Woolworths Limited |
| Major retailers: | Woolworths supermarkets, Big W, Caltex Woolworths/Safeway |
| Major rewards: | Fuel saving offers, Qantas Frequent Flyer points, special offers |
| Website: | www.everydayrewards.com.au |
Everyday Rewards is an Australian loyalty program operated by Woolworths Ltd, operator of Woolworths supermarkets. Earned fuel saving offers are stored electronically on the Everyday Rewards card, thus eliminating the need for shoppers to retain paper coupons previously used for this purpose. Fuel Discounts are redeemable at Caltex Woolworths/Safeway outlets. Additionally, cardholders can collect Qantas frequent flyer points for purchases at participating Woolworths Limited brands.
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Everyday Rewards was first trialled in central west New South Wales from September 2007.[1] This followed Woolworths' announcement that is was planning to launch a general purpose credit card in 2008, the Everyday Money credit card.[2]
During the NSW trial, 50,000 cards were issued to customers.[3] In February 2008, Woolworths announced that following the NSW trial, Everyday Rewards would be rolled out nationally, beginning with South Australia and Northern Territory in mid-February, and to other states by the end of May 2008.
By early May 2008 the scheme had been extended to Victoria, Western Australia and Queensland and by the end of May 2008 to all mainland states (excluding Woolworths and BWS stores in Tasmania.[4]). Woolworths stated in June 2008 that "well over a million" shoppers had taken a card and registered their details.[5] In July 2008, Woolworths stated that the program had exceeded expectations, with more than three million cards on issue.[6] By August 2008 there were 3.8 million cards "on issue", with 2.4 million cards "registered".[7]
By August 2009 there were 3.8 million cards "registered", of which 1.2 million were linked to a Qantas frequent flyer account.[8] By August 2010, there were 5.1 million cards registered, of which 2.7 million had been linked to a Qantas frequent flyer account.[9]
By June 2010, Big W had withdrawn the fuel discount benefit for cardholders in Western Australia and South Australia.[10]
In August 2010 Big W had withdrawn from the fuel discount benefit for cardholders to all of Australia (except Tasmania).
In December 2008, Woolworths and Qantas formed an alliance to allow Everyday Rewards cardholders to earn Qantas Frequent Flyer points for purchases.[11] In June 2009, details of the arrangement were announced. Qantas Frequent Flyer points were to be earned at one point per dollar for every dollar over $30 spent in one transaction at Woolworths (or Safeway) Supermarkets (excluding Tasmania) or Woolworths Liquor stores. Frequent flyer fees were to be waived for new members.[12] The program was later expanded to include some of Woolworths Limited's other stores including Big W and BWS.[13] From October 2009, cardholders could collect one point per dollar for every dollar over $50 spent in one transaction at Dick Smith and Tandy.[14]
Everyday Rewards has been criticised because the information tracked using the card could be a potential privacy problem.[15]
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