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Big data gets bigger: Supermarkets approaching 10 million FlyBuys or Everyday Rewards cardholders

Sure, you can have some of my personal information—but what do I get in return?” Half of Australians (14+) now have a FlyBuys or Everyday Rewards card, the latest research from Roy Morgan shows.

Supermarket giants Coles and Woolworths now have at least 9.5 million Australian consumers (and potentially their contact information, visitation patterns, spending habits and product preferences) on file between them.

Despite relaunching and receiving a big jump in the past year, Coles’ FlyBuys still trails its rival, with 33% of total consumers compared with 36% who have an Everyday Rewards card with Woolworths.

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