Over Two Million Members Take Off.

Woolworths Group wanted to get to know its customers better. Although millions of Australians were shopping with them daily, they had no way of understanding their customers - where they live, what they buy, what their household looked like. And they had no way of rewarding their most loyal shoppers. The core audience – Grocery Buyers with Kids – wanted more from a rewards program. They wanted rewards that were attainable, and a points system that meant they could achieve valuable rewards.

In June 2009, Woolworths expanded the appeal of their loyalty program from an electronic fuel-discount card to the launch of their partnership with Qantas Frequent Flyer (QFF). Points based incentives are a key component to encouraging ongoing engagement and advocacy amongst members.

To promote the  partnership we created a program of EDM's, DM's and a microsite driving awareness and engagement with the program.

The results were outstanding with some emails achieving open rates as high as 52% and click throughs as high as 16.63%.

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