“Sure, you can have some of my personal information—but what do I get in return?” Half of Australians (14+) now have a FlyBuys or Everyday Rewards card, the latest research from Roy Morgan shows.
Supermarket giants Coles and Woolworths now have at least 9.5 million Australian consumers (and potentially their contact information, visitation patterns, spending habits and product preferences) on file between them.
Despite relaunching and receiving a big jump in the past year, Coles’ FlyBuys still trails its rival, with 33% of total consumers compared with 36% who have an Everyday Rewards card with Woolworths.
After just three years in the field, in 2010 Everyday Rewards overtook teenaged FlyBuys as the most widely held loyalty card. FlyBuys remained on a popularity plateau until April 2012 when Coles increased the points-per-dollar and trialled the ‘my5’ promotion which—although criticised for its complexity—clearly helped stimulate recruitment: from June 2012 to June 2013, the proportion of Australians with FlyBuys jumped from just over 1 in 4 (26%) to 1 in 3 (33%).
However Everyday Rewards has maintained the lead with a smaller, but still significant, rise from 32% to 36% over the period.
Warren Reid, Group Account Manager – Consumer Products, Roy Morgan Research, says:
“Although FlyBuys made some significant changes to their loyalty program in 2012 and was rewarded with a sharp increase in cardholder numbers, Everyday Rewards remains the more common scheme among consumers.
“Flybuys and Everyday Rewards provide the supermarkets with important information about purchase behaviour. Clearly, most consumers are happy to make this trade, providing personal data in exchange for tangible benefits via a convenient and easy to manage process.
“However these loyalty cards can only provide information when scanned, and even then only about in-store consumer activity. So-called ‘big data’ really needs to be anchored to deeper, broader consumer profiling and market segmentation to be of any real value.
“Roy Morgan’s new psychographic classification system Helix Personas does this. When anchored to Helix, the information provided during membership registration instantly defines each consumer’s Persona—and therefore his or her likelihood of product preferences, household size, attitudes to in-store and online shopping and media habits.
“People in the Today’s Families community of young families in outer suburbs are the most likely to have a FlyBuys card. These Aussies are on relatively high incomes, but acutely feel the stresses of mortgages, childrearing costs and everyday household expenses.”
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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