woolworths rewards

What woolworths rewards does

Everyday Rewards (formerly Woolworths Rewards) is the customer loyalty program operated by Woolworths Group Limited (ASX: WOW), Australia's largest grocery retailer with approximately 35% national grocery share. Founded in 2013 and rebranded from Woolworths Rewards to Everyday Rewards, the program allows members to earn at least 1 point per dollar spent across Woolworths supermarkets (1,000+ stores), BIG W, BWS (1,200+ stores), Dan Murphy's, EG/Ampol fuel sites, and a partner network of more than 20 brands spanning banking (CommBank, Westpac Group, ANZ, Bank of Melbourne, American Express), travel (Qantas, Accor, Airbnb, AirlineGift covering 450+ airlines), utilities (Origin Energy), health insurance (Bupa), pet retail (Petstock), quick commerce (MILKRUN), and health/wellness (Healthylife). Members redeem 2,000 points for $10 off a future shop or convert to 1,000 Qantas Points, with optional paid Everyday Extra subscription offering 10% off shops plus 2x points.

The underlying technology stack centers on a points-tracking system integrated with the Everyday Rewards mobile app (iOS/Android), digital wallet support for Apple Pay and Google Pay, in-store barcode scanning, an eReceipts feature, and the Everyday Pay digital wallet for in-app gift card management. The Everyday Gifting marketplace extends the platform into digital gift cards across 40+ partner brands, while Everyday Market adds an online extended-assortment storefront that also earns points. Data on household-level spend across grocery, fuel, alcohol, big-box, insurance, mobile, and banking powers the program's 'Booster' promotional offer engine.

Revenue mechanics are indirect: the program is free to join and is operated primarily as a customer-retention and basket-building mechanism for Woolworths Group's retail banners. Identifiable direct revenue lines include Everyday Extra subscription fees, Everyday Gifting gift-card sales (with promotional pricing such as 3% off Woolworths/BIG W eGift Cards), and partner referral/commission income from financial-institution point-conversion partnerships. No standalone revenue is disclosed for the program, and its economic contribution is reported within the consolidated Woolworths Group.

Name

woolworths rewards

Legal name

Woolworths Group Limited

Website

https://woolworthsrewards.com.au

Company type

Public

Founded year

2013

Operating status

Operating

Short description

Everyday Rewards is Woolworths Group's Australian consumer loyalty program, enabling millions of members to earn and redeem points across 1,000+ Woolworths supermarkets, BIG W, BWS, Dan Murphy's, fuel, and 20+ partner brands including Qantas and major banks.

Ownership category

akta.pro rank

Product category

Customer Loyalty Program

akta.pro primary industry

Loyalty, Rewards & Incentive Programs (BPAFAMAE)

akta.pro secondary industries

Rewards Marketplace & Redemption Platforms (Merchandise, Gift Cards, Experiences) (THALAKAC), Rewards, Incentives & Gift Card Program Services (MPAAAIAG)

Keywords

• Customer loyalty program
• Retail rewards program
• Points-based incentives
• Mobile loyalty platform
• Loyalty points rewards

Headquarters

HQ city

Bella Vista

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Technology or R&D, Operations, Personnel

Revenue model

1. Loyalty Program Operations: Woolworths operates Everyday Rewards as a customer retention and engagement mechanism. While the program itself is free for members, it generates value by driving increased shopping frequency and basket sizes at Woolworths Group stores. Revenue is indirectly derived from increased retail sales attributable to loyalty program engagement.
2. Gift Card Sales (Everyday Gifting): Sale of Woolworths Group and partner brand gift cards through the Everyday Gifting platform. Members can purchase gift cards for themselves or as gifts, with some cards offering promotional discounts (e.g., 3% off Woolworths & BIG W eGift Cards). Points are earned on gift card purchases.
3. Partner Brand Commissions: Partnership with financial institutions (CommBank, Westpac, ANZ, Bank of Melbourne, American Express) allows customers to earn Everyday Rewards points on banking activities and credit card spending, generating referral or commission revenue from partner brands.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels6 records

Core offering

Everyday Rewards is Woolworths Group's flagship consumer loyalty program that enables members to earn at least 1 point per dollar spent across Woolworths supermarkets, BIG W, BWS, Dan Murphy's, EG Ampol fuel stations, and an extensive partner ecosystem. Members redeem points for $10 off a future shop every 2,000 points or convert them to 1,000 Qantas Points, with additional value delivered through booster offers, gift card purchasing, and bundled financial and mobile services.

Product overview

Everyday Rewards is Woolworths Group's customer loyalty ecosystem centered on the Everyday Rewards program (core product). The platform operates as an integrated multi-product offering comprising: the core loyalty program enabling point earning and redemption; the Everyday Rewards App and Digital Wallet for mobile engagement; Everyday Insurance (Car, Home, Pet, Travel) and Everyday Mobile as member benefits; Everyday Extra as a premium subscription tier; Everyday Pay for in-app gift card management; and Everyday Gifting as a digital gift card marketplace featuring Everyday WISH, Your Pick, and co-branded Woolworths/BIG W cards. The ecosystem extends to over 20 partner brands (BIG W, BWS, Dan Murphy's, Qantas, banking partners) enabling cross-retailer point earning and redemption options.

Differentiator

Problem solved

Functional benefit

Brands

• Everyday Mobile: Mobile service provider offering 10% off Woolworths shop for subscribers.
• Everyday Insurance
• Everyday Extra
• Everyday Pay
• Everyday Gifting
• Everyday Market

Products and services

• Everyday Rewards Flagship consumer loyalty program enabling members to earn points on everyday shopping at Woolworths, Metro, BIG W, BWS, and partner retailers, with points redeemable for $10 off shop or convertible to 1,000 Qantas points every 2,000 points.
• Everyday Rewards App Mobile application for iOS and Android enabling members to activate boosters, track rewards progress, view eReceipts, manage their Everyday Rewards Card digitally, and engage with the loyalty program on the go.
• Everyday Insurance

Quantifiable outcome

• 1 point earned per $1 spent on everyday essentials
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature4 records

Partnerships

20 partnerships are on record, tiered core and minor.

• QantascoreStrategic or Co-development PartnerEveryday Rewards members can convert their accumulated points to Qantas Frequent Flyer points at a rate of 2000 Everyday Rewards points to 1000 Qantas Points. This partnership provides travel rewards redemption option and cross-brand loyalty engagement.
• BIG WcoreChannel Partner/ Reseller/ DistributorWoolworths Group subsidiary. Members earn Everyday Rewards points on purchases at BIG W discount department stores. Gift cards for BIG W are available through Everyday Gifting.
• BWScoreChannel Partner/ Reseller/ DistributorWoolworths Group subsidiary alcohol retailer with 1200+ stores. Members earn points on alcohol purchases. Gift cards and Everyday WISH cards redeemable at BWS.
• Dan Murphy'scoreChannel Partner/ Reseller/ DistributorWoolworths Group premium alcohol retailer. Members earn points on wine, beer, and spirits purchases. Gift cards redeemable at Dan Murphy's stores and online.
• Commonwealth Bank (CommBank)coreGTM or Marketing PartnerCommBank Yello loyalty program partnership enables eligible customers to earn Everyday Rewards points on banking activities and redeem points for Woolworths groceries, utility bills, and fuel.
• Origin EnergyminorGTM or Marketing PartnerEnergy utility partner. Members can earn Everyday Rewards points through Origin Energy purchases and services.
• BupaminorGTM or Marketing PartnerHealth insurance partner. Members can earn Everyday Rewards points through Bupa health insurance products.
• EG AmpolcoreChannel Partner/ Reseller/ DistributorFuel partner allowing members to earn points on fuel purchases. EG sites are transitioning to Ampol branding by July 2026, with gift card redemption affected at rebranded locations.
• American ExpressminorGTM or Marketing PartnerCredit card partnership enabling American Express cardholders to convert Membership Rewards points to Everyday Rewards points.
• ANZ BankminorGTM or Marketing PartnerANZ Reward Points can be transferred to Everyday Rewards at a conversion rate. Members need 2000 ANZ Reward Points to receive 2000 Everyday Rewards points.
• Bank of MelbourneminorGTM or Marketing PartnerBank of Melbourne Amplify Rewards Points transfer to Everyday Rewards. Conversion requires 2000 Amplify points for 2000 Everyday Rewards points.
• Westpac Group (Westpac, St.George, BankSA)minorGTM or Marketing PartnerWestpac Group banking customers can earn Everyday Rewards points on eligible credit card spending through various Westpac, St.George, and BankSA reward programs.
• TravelexminorChannel Partner/ Reseller/ DistributorForeign exchange partner. Members can earn Everyday Rewards points on eligible Travelex currency and travel money purchases.
• ALL AccorminorGTM or Marketing PartnerHotel loyalty partnership with Accor's ALL program. Members can earn Everyday Rewards points on eligible hotel stays at Accor properties.
• HealthylifeminorChannel Partner/ Reseller/ DistributorHealth and wellness products partner. Members earn points on Healthylife online purchases for health supplements and wellness products.
• PetstockminorChannel Partner/ Reseller/ DistributorPet supplies partner. Members earn Everyday Rewards points on purchases at Petstock stores for pet food, accessories, and services.
• MILKRUNminorChannel Partner/ Reseller/ DistributorQuick commerce/delivery partner. Members earn Everyday Rewards points on eligible MILKRUN delivery orders for convenience items.
• AppleminorChannel Partner/ Reseller/ DistributorApple Gift Cards available for purchase through Everyday Gifting. Members earn 1 point per $1 spent on Apple eGift Cards. No expiry on Apple Gift Cards.
• AirbnbminorChannel Partner/ Reseller/ DistributorTravel accommodation partner. Airbnb Gift Cards available through Everyday Gifting for booking accommodations worldwide.
• AirlineGiftminorChannel Partner/ Reseller/ DistributorMulti-airline gift card platform. Gift cards available for over 450 airlines including Qantas, Delta, American Airlines, United, British Airways, Emirates, and more. 3-year expiry.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Flybuys: Flybuys is Australia's largest competing consumer loyalty program, operated by Coles — Woolworths' primary grocery rival. Members earn and redeem points across Coles supermarkets and partner brands, using a fundamentally identical points-based loyalty model to Everyday Rewards.
• Plenti: Plenti is a multi-retailer Australian loyalty program (BP fuel, formerly partnered with Coles) that rewards members across categories. It competes directly with Everyday Rewards for share-of-wallet and partner relationships using a similar points-based engagement model.
• Myer One: Myer One is the loyalty program of Myer, Australia's largest department store chain. Members earn points on fashion, beauty, and home purchases — a parallel department-store loyalty model with the same tiered engagement structure as Everyday Rewards.
• Velocity Frequent Flyer: Velocity Frequent Flyer is Virgin Australia's airline loyalty program, with partnerships across retail, banking, and travel. It competes with the Qantas conversion embedded in Everyday Rewards for travel-reward redemption share and partner relationships.
• ShopBack Australia: ShopBack is a leading cashback rewards platform operating in Australia. It competes with Everyday Rewards for share-of-wallet via a different (cashback) reward mechanism, particularly among digitally-native consumers in the same everyday-shopping segment.
• Cashrewards: Cashrewards is an Australian cashback platform offering members rebates at participating retailers. It targets the same everyday-shopping consumer segment as Everyday Rewards with an alternative reward structure and similar partner ecosystem.
• David Jones Rewards: David Jones Rewards is the loyalty program of David Jones, an Australian premium department store. Members earn points on fashion and lifestyle purchases, operating the same tiered loyalty model targeting similar premium consumer segments.

Emerging players

• Qantas Frequent Flyer: Qantas Frequent Flyer is a core Everyday Rewards travel partner (2000:1000 Everyday-to-Qantas points conversion), but also operates its own standalone consumer loyalty ecosystem. As a deeply embedded partner, it sits adjacent to Everyday Rewards rather than competing head-on.

Broad incumbents

• American Express Membership Rewards: American Express Membership Rewards is a globally scaled credit card loyalty program with major Australian presence. It is a strategic Everyday Rewards partner (bidirectional points conversion) and a broader incumbent competing for credit-card-driven consumer loyalty.
• Rakuten: Rakuten operates a global cashback and rewards platform with Australian operations. While operating internationally, it overlaps with Everyday Rewards in the cashback/consumer-rewards category and represents a broad incumbent competing model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/everydayrewards
• Instagraminstagram.com/everydayrewards
• LinkedInlinkedin.com/company/rewards-online

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about woolworths rewards