Loyalty programs in Australia - statistics & facts
Loyalty programs have become essential in building and maintaining strong relationships between brands and consumers across Australia. With the country’s shoppers becoming increasingly value-driven, identifying ways to support consumers’ tightening budgets through offering rewards, discounts, freebies, and premium treatment plays a large part in retaining customers and fostering brand loyalty. Gaining a deeper understanding of preferred loyalty scheme advantages, program satisfaction rates, and which products, services, and experiences customers would like to save on is crucial in bringing more dormant loyalty memberships back to life and attracting new members.
Across other retail segments, loyalty schemes from international brands, such as Amazon Prime, are widely used alongside domestic memberships, including Myer One, Priceline Sister Club, and Cotton On & Co. Perks. Qantas Frequent Flyer and Virgin Velocity, loyalty schemes offered by two of Australia’s leading airlines, also have high enrollment rates. As of the 2024 financial year, there were over 16 million members of the Qantas Frequent Flyer program, with membership having grown from just over 12 million in 2018.
As affordability moves into center stage in consumer decisions, loyalty programs present a key opportunity for retailers and brands across Australia to strengthen their ties with shoppers through unique rewards and benefits aligned with the individual consumer to raise customer satisfaction and retention rates.
From saving on groceries to budget-friendly trips
To establish lasting connections with customers, many brands across Australia offer loyalty memberships. Supermarket schemes, cashback rewards accounts, and frequent flyer programs are among the most engaged with loyalty program types by Australian consumers. Food and beverage-based brand schemes like Australian-owned Woolworths Everyday Rewards, Coles Flybuys, and My Dan’s top the ranking of most popular retail loyalty programs among consumers. MyMacca’s Rewards, SubwayMyWay, and Bakers Delight Dough Getters lead in the quick service restaurant loyalty segment for consumers searching for discounts and rewards when dining out or ordering in. In recent years, grocery loyalty memberships and food establishment rewards cards have enjoyed high sign-up rates and activity due to rising food prices.Across other retail segments, loyalty schemes from international brands, such as Amazon Prime, are widely used alongside domestic memberships, including Myer One, Priceline Sister Club, and Cotton On & Co. Perks. Qantas Frequent Flyer and Virgin Velocity, loyalty schemes offered by two of Australia’s leading airlines, also have high enrollment rates. As of the 2024 financial year, there were over 16 million members of the Qantas Frequent Flyer program, with membership having grown from just over 12 million in 2018.
Loyalty program engagement and preferred advantages
In 2025, around 90 percent of Australian consumers were enrolled in at least one loyalty program. However, only half of program members reported actively using their memberships. Australia’s active loyalty program members asserted their most sought-after benefits were regular discounts, paying in full using loyalty points, and cashback based on spending. Receiving products or bundles alongside unexpected or highly personalized gifts and offers, as well as other benefits, including selecting reward options, member-only exclusives, and opportunities to convert points between various retailers, have also become key in incentivizing customer engagement and fostering reward program loyalty.Quality is key in the ever-growing loyalty program landscape
Many consumers tend to shop across various brands and channels to find the best products and services at a reasonable price, making establishing brand-loyal consumers tricky. Having a loyalty program does not always equate to automatic brand loyalty, as the quality of the program offered is important in terms of customer retention and active usage rates, with many recommending good programs. Australian loyalty program members reported spending more and shopping more frequently with brands whose program had a high value proposition. Thus, having a high enrollment rate does not always equal high member activity, and analyzing ways to increase active usage and improve programs is the next step for many brands offering loyalty memberships in Australia.As affordability moves into center stage in consumer decisions, loyalty programs present a key opportunity for retailers and brands across Australia to strengthen their ties with shoppers through unique rewards and benefits aligned with the individual consumer to raise customer satisfaction and retention rates.
