Coles has relaunched its loyalty program, Flybuys, as another flank in its battle against Woolworths for supermarket supremacy.
Coles will launch a marketing assault tomorrow to promote the refreshed program with TV ads featuring ambassador Curtis Stone and actor Dawn French.
The revamped Flybuys will offer customers more points than the current system with existing members to receive an extra 50% value for their current balance. Webjet, AGL and Telstra have joined the program as partners. Existing partners include NAB and other Wesfarmers brands.
Additionally, Coles has added the My5 initiative, where members spending over $50 will receive 10% off five products of their choice.
In September, AdNews flagged Coles was revisiting the loyalty stakes when it appointed its first customer relationship management agency, Lavender.
Coles managing director, Ian McLeod, said the revamped program was all part of the supermarket's strategy of lowering the cost of grocery shopping.
“Last year we decided to rip up the rule book on reward cards and build a program which offers real value to Australians. Our aim was to find new ways to give our customers something truly worthwhile as a thank you for choosing to shop with Coles. We wanted to make Flybuys the card for the frequent buyer, not just the frequent flyer.”
Eight million new cards will be mailed out to members from next week.
Last year, Coles took full ownership of the Flybuys program when it bought NAB's 50% stake.
Follow
@AdNews
on Twitter for breaking stories and campaigns throughout the
day.
Have something to say? Send us your
comments using the form below or contact the writer at wenleima@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.