Department store David Jones has just announced a loyalty partnership with Qantas Frequent Flyer.
The partnership comes as the retailer prepares to launch its new loyalty program, David Jones Rewards, later this year.
For the first time, David Jones shoppers will be able to earn and redeem either David Jones Rewards Points or Qantas Points.
This merges more than 17 million members under Qantas’ loyalty program with David Jones’ members, which is expected to be way more than 1.6 million, which is how many members it had in 2022 according to Woolworths Holdings Limited (South Africa), the then-owner of the department store, based on its 2022 annual report.
David Jones shoppers will be able to redeem their Qantas Points on a wide range of rewards across the Qantas Frequent Flyer program, including 20 million reward seats, flight upgrades, hotel stays and other travel perks.
Two-thirds of all Qantas Points earned by Frequent Flyers are on the ground through financial services, retail transactions, insurance, health and wellbeing, and other categories. Meanwhile, 35 per cent of all credit card spending in Australia is on a Qantas Points earning card.
David Jones CEO Scott Fyfe said a large portion of its customers are frequent flyers, noting that 55 million people visit its 40 stores across Australia each year, with 110 million shopping online.
“We are incredibly proud to bring together two iconic Australian brands as we prepare to launch the new David Jones Rewards program,” Fyfe said.
“The new David Jones Rewards program is a key initiative under our Vision 2025+ strategy, which delivers a solid runway towards future growth and, most importantly, will deliver millions of Australians more choice, more value, and more rewards.”
The new loyalty deal will also be bolstered by David Jones’ recently launched mobile shopping app, which the department store added will be the central hub of the new rewards program, allowing customers to link their memberships, track their points balance, and access a range of exclusive benefits tailored to their shopping preferences.
Qantas Loyalty CEO Andrew Glance welcomed the loyalty deal with David Jones, calling it a flagship partnership.
“One in two Qantas Frequent Flyers already shop regularly at David Jones, and once live, will offer members even more opportunities to be rewarded when shopping the brands they love,” Glance said.
“The number of points members have earned through retailers has doubled in the last five years, and we anticipate it will double again by 2030, as we expand our footprint across a growing range of retail categories.”
Full details of the partnership and the David Jones Rewards program will be revealed when it launches later in the year.