Woolworths’ Rewards woes may have impacted consumer faith in other loyalty programs

November 17, 2016 10:19

Results of a global study of loyalty programs have revealed that doubts over Woolworths’ new Rewards scheme and its decision to dump Qantas points may have had a knock-on effect on people’s overall perceptions of Australian loyalty programs.

Simon Morgan says backlash over Woolworths Rewards may have impacted other loyalty programs

Customer loyalty specialist agency ICLP found that Australians’ “devotion” to brands was one of the lowest in the world, which was having a direct impact on their perceptions of loyalty programs.

Simon Morgan, general manager at ICLP Australia, said the result was, in part, driven by the perception by Australian consumers that many loyalty programs simply did not offer enough ‘rewards’ back to consumers.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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