OnePass has overtaken Flybuys as Australia’s top-rated rewards program, marking the first time a paid membership has claimed the crown, according to a new Canstar report.
OnePass Takes the Lead
The Canstar report found that OnePass, which costs $4 per month or $40 per year, has dethroned Flybuys after three consecutive years of Flybuys winning the award. This is the first time a paid membership program has topped the list.
OnePass members earn Flybuys points at a higher rate and enjoy benefits such as free delivery from popular stores like Kmart and Bunnings, as well as year-round returns.
Shopper Habits Revealed
According to the survey, nearly half (47%) of respondents earn their rewards at supermarkets, while 39% collect points at department stores. Additionally, 23% earn points at bottle shops and another 23% at petrol stations.
When it comes to using membership cards, 40% of holders still use physical cards, while just under one-third (30%) store their details in a digital wallet or photo. About 30% rely on the official app.
Canstar spokeswoman Eden Radford said OnePass overtaking Flybuys signals a shift in Australian shoppers’ preferences.
“The rewards landscape in Australia is competitive, and this year’s award result shows consumers aren’t simply sticking with the familiar, with OnePass taking top spot and ending a three-year winning streak from Flybuys,” she said.
“While OnePass is a paid membership, the benefits include earning Flybuys points at a higher rate and, notably, offering free delivery from popular stores like Kmart and Bunnings. For a busy household, that membership fee could very easily work out to be well worth its value.”
Radford noted that shoppers are using the program across all parts of their weekly routine. The majority of members (47%) redeem their points for discounts, while 30% opt to buy products with their earned points. However, about one in five users have yet to redeem any points at all.
“The research also revealed one-in-five rewards program members are yet to redeem a single rewards point, leaving a real opportunity on the table that could offer discounts or add a buffer to the cost of everyday expenses,” Ms Radford said.
Beware of Hoarding Points
While hoarding points may seem like a strategy to build up for a larger reward, Canstar warns it may not be successful. Shoppers should check if points expire and whether they can be transferred from Flybuys to Velocity points.
“Whether it’s a fuel discount or a product at a lower price, rewards programs are designed to put money back in your pocket – but only if you actually use them,” Ms Radford added.
