Shoppers at David Jones, one of Australia’s premier department stores, will soon be able to earn Qantas frequent flyer points as part of a new loyalty partnership. This collaboration was announced today, marking a significant move for both brands involved, particularly against the backdrop of the former Qantas loyalty chief, Olivia Wirth, currently at the helm of Myer.
Set to launch later this year, the agreement allows members of the David Jones Rewards program to choose between accruing loyalty points from the store or earning Qantas points during their purchases. Andrew Glance, the chief executive of Qantas Loyalty, highlighted that approximately half of Qantas Frequent Flyers are already regular shoppers at David Jones, suggesting this partnership will enhance the rewards available to loyal customers.
Interestingly, the potential for growth in loyalty points earned through retail spending has doubled over the past five years, and projections indicate this could happen again by 2030 as Qantas expands its loyalty program across a wider array of retailers. Further details about the partnership will be revealed once the program goes live later in the year.
This collaboration comes on the heels of Wirth’s previous role at Qantas, where she played a key part in transforming the frequent flyer program into a significant source of revenue. After leaving Qantas, she took up the role of executive chair at Myer, intending to rejuvenate its own loyalty initiative, Myer One, which currently boasts over 4.5 million members. In contrast, Qantas’ loyalty program boasts a far larger membership of 17 million frequent flyers.
As consumer spending patterns evolve, with over a third of credit card transactions now linked to earning Qantas points and about two-thirds of frequent flyer points being accrued through non-flight purchases, this collaboration appears to align well with contemporary shopping behaviours.