Coles Myer offers loyalty discount with Shell

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By: Wise Marketer Staff |

Posted on August 5, 2003

Coles Myer offers loyalty discount with Shell

The Australian fuel and convenience retailer, Coles Express, has launched a loyalty discount programme, offering discounts on Shell fuels, while also issuing Fly Buys points on fuel purchases. The programme is initially available in Victoria, NSW but is expected to roll out nationwide during 2004.

The new loyalty discount gives Coles Express customers 4 cents per litre discount against Shell fuels when they spend Aus$30 (approx. US$20) or more at Coles Myer and Bi-Lo supermarkets, or at Liquorland stores.

Fly Buys bonuses And, for every Aus$5 spent at Coles Express service stations and convenience stores, customers who hold Fly Buys loyalty cards are normally awarded one standard Fly Buys point. A number of Fly Buys points bonuses will be offered throughout the launch period as well, including:

  • Customers spending Aus$30 or more in one transaction on any combination of the five products on the front page of the Coles launch-week catalogue will receive 1,000 bonus Fly Buys points.  
  • Those spending Aus$20 or more on Bi-Lo branded products in one transaction will be awarded 500 bonus Fly Buys points (excluding the meat & delicatessen departments).  
  • Triple Fly Buys points are being awarded for all single-transaction purchases over Aus$30 at Liquorland stores.  
  • Double Fly Buys points are being awarded for fuel purchases over Aus$5 at Coles Express service stations.

"The Victorian launch - the first stage of our planned national rollout - will change the dynamics of the supermarket and liquor store offer in Australia," said Coles Myer's CEO, John Fletcher. "Our supermarket and liquor store customers will be offered a range of special offers on groceries and liquor on top of the low prices already offered."

How it works When a customer makes a qualifying purchase at Coles, Bi-Lo, or Liquorland, their till receipt displays details of the fuel discount for which they are eligible. Later, when purchasing fuel at Coles Express outlets, they simply present their discount receipt to qualify for the discount. Fly Buys members can also present their card to earn standard points, and any bonuses for which their fuel purchase also qualifies.

Given a successful Victorian rollout, a national petrol discount offer is expected to be fully operational at over 580 Coles Express service stations across Australia by mid-2004. Coles Myer began operating 159 new Coles Express stores in July 2003, including eight non-fuel convenience stores.

"The Coles Express convenience stores also offer us a significant new business opportunity," added Fletcher. "We will also be applying our economies of scale and retail expertise to these."

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