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Coles Expands Flybuys With Addition of Apple, eBay

December 1, 2014

Australian supermarket chain Coles has announced the addition of numerous retailers to its Flybuys loyalty program, including Apple and eBay.

The announcement comes as Coles looks to expand into the global retail market with the launch of Flybuys new eShop, which will allow members to earn points for spending at aligned retailers. For every 2,000 Flybuys points collected, members can opt to receive a $10 Coles shopping voucher.

The addition of more global brands to the Flybuys rewards network will allow the brand to expand beyond its existing 10 million members while also providing more value and reward options. Other notable brands that are joining Flybuys include L’Occitane, Sunglass Hut, Oakley and Red Balloon.

The expansion is unprecedented in Australia, said Roger Sniezek, digital director at Coles. “It allows customers to earn rewards in more places where they are shopping. That allows them to get more points and get discounts when shopping at Coles ... it might also create a preference for some of those sites and drive frequency,” he continued.

Coles is taking the fight to its largest grocery competitor, Woolworths, whose Everyday Rewards loyalty program has approximately 8 million members.