Just a few short months ago Woolworths made big news across the marketing industry. While redesigning its loyalty program, Woolworths decided to sever its ties with Qantas, Australia’s largest airline, in the process. This announcement promised to foretell the looming dissolution of loyalty program partnership that had lasted for six years.
Woolworths, however, has just released new details that have generated excitement for customers of both brands.
In a recent company announcement, Woolworths has assured loyalty program members that the Qantas partnership will now continue for at least another three years. The deal will let Woolworths customers exchange their Woolworths Dollars for Qantas Points. Now, every 10 Woolworths Dollars will be worth 870 Qantas frequent flyer points.
“Qantas is very pleased to be continuing its long association with Woolworths and we believe our Frequent Flyer members will feel the same way,” Lesley Grant, CEO of Qantas Loyalty. “We know Qantas Points are a very popular choice for a lot of people, particularly those who are earning them in several ways. Those customers tend to preference brands that offer Qantas Points because it helps them reach their goals faster, which can mean upgrades on flights or taking the family on an overseas holiday each year.”
With a full launch expected to take place in 2016, Woolworths Rewards will also regularly get bonus Qantas Points for shopping at the store. The brand wants to ensure that Woolworths continues to be the preeminent destination for Qantas Frequent Flyers.
“This new agreement means our customers can choose from two great options,” said Brad Banducci, Woolworths’ Food Group Managing Director. “Those who prefer cash back can continue to use Woolworths Dollars to get money off their shopping, while avid points collectors will have the option to convert their Woolworths Dollars into Qantas Points at a very attractive rate and with no minimum spend. This fantastic outcome means Woolworths Rewards is 100% relevant to all Woolworths customers, while also offering the best frequent flyer partnership in Australian supermarkets.”
Almost 10 million Qantas flights were redeemed during the first six years of the Woolworths-Qantas partnership. Furthermore, approximately 80% of those flights were redeemed through points collected by Woolworths’ shoppers.
In an effort to keep customer engagement high, while also adding even more value to the program, the brand is increasing the number of orange tickets, which will ensure that attractive rewards are always in reach for loyal customers.