woolworths rewards
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.
- Company typePublic
- Founded2013
- HeadquartersBella Vista, Australia
- Headcount—
- GTM typeB2C
- OfferingServices
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.
woolworths rewards firmographics
Firmographics- 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
woolworths rewards industry classification
Industry- 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
Where woolworths rewards is headquartered
LocationHeadquarters
- HQ city
- Bella Vista
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
woolworths rewards business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Marketing or Sales, Technology or R&D, Operations, Personnel
Revenue model
- 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.
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free membership with 1 point per $1 spent |
Go-to-market motion2 records
Distribution channels8 records
Marketing channels6 records
woolworths rewards product offering
Product offeringCore 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
Companies that use woolworths rewards
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
woolworths rewards technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Feature4 records
woolworths rewards partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core and minor.
- QantascoreEveryday 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 WcoreWoolworths 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.
- BWScoreWoolworths Group subsidiary alcohol retailer with 1200+ stores. Members earn points on alcohol purchases. Gift cards and Everyday WISH cards redeemable at BWS.
- Dan Murphy'scoreWoolworths 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)coreCommBank 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 EnergyminorEnergy utility partner. Members can earn Everyday Rewards points through Origin Energy purchases and services.
- BupaminorHealth insurance partner. Members can earn Everyday Rewards points through Bupa health insurance products.
- EG AmpolcoreFuel 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 ExpressminorCredit card partnership enabling American Express cardholders to convert Membership Rewards points to Everyday Rewards points.
- ANZ BankminorANZ 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 MelbourneminorBank 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)minorWestpac Group banking customers can earn Everyday Rewards points on eligible credit card spending through various Westpac, St.George, and BankSA reward programs.
- TravelexminorForeign exchange partner. Members can earn Everyday Rewards points on eligible Travelex currency and travel money purchases.
- ALL AccorminorHotel loyalty partnership with Accor's ALL program. Members can earn Everyday Rewards points on eligible hotel stays at Accor properties.
- HealthylifeminorHealth and wellness products partner. Members earn points on Healthylife online purchases for health supplements and wellness products.
- PetstockminorPet supplies partner. Members earn Everyday Rewards points on purchases at Petstock stores for pet food, accessories, and services.
- MILKRUNminorQuick commerce/delivery partner. Members earn Everyday Rewards points on eligible MILKRUN delivery orders for convenience items.
- AppleminorApple 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.
- AirbnbminorTravel accommodation partner. Airbnb Gift Cards available through Everyday Gifting for booking accommodations worldwide.
- AirlineGiftminorMulti-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
woolworths rewards competitors and assessment
Company assessmentDirect 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
woolworths rewards social profiles
Digital presencewoolworths rewards financial estimates
Financial estimateRevenue estimate
Valuation estimate
woolworths rewards leadership team
Management profileNumber of profiles
woolworths rewards funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
woolworths rewards M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about woolworths rewards
What does woolworths rewards do?
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.
Is woolworths rewards a public or private company?
woolworths rewards is a public company. It is classified as public and is currently operating.
When was woolworths rewards founded?
woolworths rewards was founded in 2013.
Where is woolworths rewards based?
woolworths rewards is headquartered in Bella Vista, Australia, in the Oceania region.
How does woolworths rewards make money?
Three revenue lines are on record. Loyalty Program Operations are the primary driver. The others are gift Card Sales (Everyday Gifting) and partner Brand Commissions.
Who are woolworths rewards's main competitors?
Direct peers on record are Flybuys, Plenti, Myer One, Velocity Frequent Flyer, ShopBack Australia, Cashrewards and David Jones Rewards. Qantas Frequent Flyer is listed as an emerging player. Broad incumbents are American Express Membership Rewards and Rakuten.
Does woolworths rewards have an API?
No public API is recorded for woolworths rewards.
What industry is woolworths rewards in?
woolworths rewards's product category is Customer Loyalty Program. Its primary akta.pro industry code is BPAFAMAE, Loyalty, Rewards & Incentive Programs, with a secondary code of THALAKAC, Rewards Marketplace & Redemption Platforms (Merchandise, Gift Cards, Experiences).