David Jones has switched on its revamped loyalty program this week, with its recently inked Qantas Frequent Flyer deal opening the department store up to millions more customers.
Called David Jones Rewards, the program allows customers to earn either three David Jones Rewards Points or one Qantas Point for every $1 spent at the department store physically or online. These points can then be redeemed at David Jones stores and online or across the Qantas Frequent Flyer program.
Members will also have access to bonus points events, a birthday reward, member only offers and more through a tiered program.
The new digitally-led David Jones Rewards program is a key part of David Jones' Vision 2025+ transformation strategy, with the retailer confirming 3.6 million members form part of the renewed program.
The Qantas Frequent Flyer program boasts 17.6 million members as of June 2025, with Qantas’ 2025 annual report also noting that unredeemed Frequent Flyer revenue was $1.93 billion. In the year to June 2025, there were 222 billion points earned and 185 billion points redeemed. For Qantas, its loyalty division delivered an underlying earnings before interest and tax (EBIT) of $556 million.
“Our members are earning Qantas Points at record rates, and our partnerships are proving a hugely popular way for brands to engage and reward their customers,” Qantas Loyalty CEO Andrew Glance said.
“1 in 2 Qantas Frequent Flyers already shop regularly at David Jones and this partnership will unlock billions more points, which members can use for their next flight, upgrade, hotel stay, or other rewards across the program.
“This is another example of a leading Australian retailer recognising the power of the Qantas Frequent Flyer program to attract and retain high-value customers, and we’re excited to be bringing the opportunity to our millions of members.”
The David Jones Rewards program will feature a tiered membership structure, rewarding members based on their annual spend. The David Jones mobile app will be the central hub for the program, allowing members to view and manage points, link their memberships, track tier progress and access exclusive offers and benefits.
The three tiers are Bronze, Silver and Gold. For David Jones Rewards Members, 1,500 points converts to a $10 reward.
David Jones credit cardholders who are also members of David Jones Rewards will double the loyalty points they have selected to earn when paying with the David Jones credit card.
The department store also confirmed that members who shop their favourite brands in-store will receive twice the benefits with their spend going toward both David Jones Rewards and the loyalty programs offered by some of the retailer’s key brands. This is also known as program stacking. Eligible brands include Country Road, Lancôme, Rodd & Gunn and Sportscraft.
To mark the partnership, David Jones and Qantas Frequent Flyer will host an exclusive runway show at Qantas' Hangar 96 on October 15. This is the first event of its kind inside Qantas’ largest hangar, and will showcase David Jones’ Spring Summer ‘25 collections, and offer members a firsthand experience of the new program partnership.
"We've listened to our customers and shaped a proposition that delivers on their expectations, creating a world-class program, unique in the Australian market,” David Jones’ chief marketing officer James Holloman said.
“This launch is about delivering genuine value, generous benefits and real choice for our customers. The ability to earn either David Jones Rewards Points or Qantas Points on their David Jones purchases is a significant win, giving them the ultimate flexibility in how they choose to be rewarded.”
The face of the loyalty program is the David Jones Dalmatian – a long-standing brand code of the retailer. The Dalmatian will feature prominently across loyalty brand assets and advertising campaigns.