Here’s a recipe for success. Australian coalition program FlyBuys reports that it enjoyed a membership surge in 2009, and attributes part of it to the economy, with people looking to stretch dollars. But the coalition also attributes the addition of almost 400,000 new cardholders in part to changing generations. FlyBuys General Manager Phil Hawkins said a new generation of Australians were now turning to FlyBuys. “Almost half our new members last year were kids when FlyBuys was launched in 1994. Their parents were FlyBuys cardholders, so it’s a name they’ve grown up with and they’re aware of the benefits it delivers.” As evidence, the overall average age of members is 45 years, but the average age of 2009 new cardholders is 33.
But then, of course, there’s the kitchen element. Hawkins says 2009 had also shown a new trend in reward redemptions with kitchen-related products because of the popularity of reality TV cooking shows. “Household goods have always been popular, but we’ve seen a notable increase in demand for items such as slow cookers, blenders and steamers during 2009, with redemption of these items up sevenfold,” says Hawkins.
For more on Flybuys, with 10 million cardholders in 5.5 million households, read Hawkins’s comments in COLLOQUY’s recent Loyalty Leaders panel discussion, “Coalition Programs From Around the Globe.”
