Coles and Woolworths' free loyalty programs fall short in 2026
Coles and Woolworths' free loyalty programs have fallen short in 2026 according to the latest The Point of Loyalty 'For Love or Money' report.
Coles' Flybuys and Woolworths' Everyday Rewards typically sit in first and second place respectively, as they did in 2025, according to Today Money Editor Effie Zahos.
This year, Flybuys sits slightly above Everyday Rewards, ranked sixth with a score of 80.9, down from 83.1 in 2025.
Coles and Woolworths' free loyalty programs have fallen short in 2026. Today
Woolworths Everyday Rewards is in seventh position with a score of 80.8, down from 83.1 the previous year.
The top loyalty programs, according to the ranking, are paid tiers.
In first position is Everyday Extra by Everyday Rewards, which costs $7 a month, and has been given a score of 83.2. In second is Amazon Prime, which costs $9.99 per month with a score of 83.1, and in third place is OnePass, which costs $4 a month and has been given a score of 81.9.
OnePass is a loyalty program that runs across Bunnings Warehouse, Kmart, Target, Officeworks, Priceline, and InstantScripts.
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Woolworths Everyday Rewards is in seventh position with a score of 80.8. Woolworths
"Anything to do with free delivery is winning, which is why Prime is there in second spot," Zahos explained on Today.
"OnePass has had a huge campaign blitz basically pushing free delivery and six months free, so people are looking for value that way."
McDonald's: My Macca's Rewards landed in 12th spot, Subway's now defunct Subcard placed at 24, Red Rooster is at 29, Boost landed at 30, and Bakers Delight's Dough Getters is 33rd on the list.
Some programs didn't fare well are Qantas Frequent Flyer in 34th place with a score of 71.7, Dan Murphy's at 41 with a score of 70.7, Myer One in 52nd with a score of 69.3, Velocity Frequent Flyer in 66th place with a score of 66.9, Priceline Sister Club at number 72 with a score of 65.4, and Marriot Bonvoy in 77th position with a score of 62.3.
Zahos said value for money appears to be a key factor in this year's ranking as the continuing cost of living crisis continues to impact family budgets.
Priceline's Sister Club requires $400 of spending to get $5 back, which clearly isn't a winner for shoppers.
The top loyalty programs, according to the ranking, are paid tiers. Nine
With Coles and Woolworths' free Flybuys and Everyday Rewards tiers, recent data released by the supermarket giants confirmed less loyalty from shoppers who are more inclined to use both loyalty programs to maximise savings, instead of focusing on one or the other.
Coles Flybys and Everyday Rewards earn customers one reward point for every $1 spent. Shoppers can redeem $10 off their grocery shop for every 2,000 points earned or "bank" their points for use later.
This year Coles Flybuys sit slightly above Woolworths , ranked sixth with a score of 80.9. Getty
Occasionally there are competitions customers can enter to win rewards points or earn extras.
Their paid tiers come with added extras.
Coles Saver Plus, which costs $7 per month, allows shoppers to earn double Flybuys points on eligible purchases and they can also claim 10 per cent off one grocery shop each calendar month.
Coles Plus, at $19 per month, adds in unlimited free home delivery on online Coles orders over $50 and free access to Rapid Click & Collect.
Lower ranked loyalty programs didn't score well due to less value for money, according to those surveyed. Nine
Woolworths' Everyday Extra, which costs $7 per month, also gives customers the opportunity to earn double the rewards points and 10 per cent off one shop per month, with a maximum monthly saving of $50.
The Point of Loyalty report, which is in its 14th year, rated 77 of the country's most popular loyalty programs.
The report ranks each loyalty program according to how simple it is to use, what's the value in it, and how personalised it is.
Data is collected via large-scale, independent online surveys filled out by Aussie shoppers who are members of at least one loyalty program.
Coles and Woolworths paid tiers performed better than their free programs. Coles
'For Love or Money' 2026 ranking
1. Everyday Extra by Everyday Rewards
2. Amazon Prime
3. OnePass
4. American Express Membership Rewards
5. Flybuys
6. Coles Plus
7. Woolworths: Everyday Rewards
8. eBay Plus
9. NAB Rewards
10. ANZ Rewards
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