Best loyalty programs 2026: Coles and Woolworths’ free programs fall short

Coles And WoolworthsAccording to the latest figures, free loyalty programs will fall short in 2026 The point of loyalty ‘For love or money’ report.

Coles’ Flybuys and Woolworths’ Everyday Rewards are typically ranked first and second respectively, as in 2025, according to Today Money Editor Effie Zahos.

This year, Flybuys is slightly above Everyday Rewards, in sixth place with a score of 80.9, compared to 83.1 in 2025.

Woolworths Everyday Rewards ranks seventh with a score of 80.8, compared to 83.1 last year.

The best loyalty programs, according to the rankings, are paid tiers.

In first place is Everyday Extra from Everyday Rewards, which costs $7 per month and has a score of 83.2. In second place is Amazon Prime, which costs $9.99 per month with a score of 83.1, and in third place is OnePass, which costs $4 per month and has received a score of 81.9.

OnePass is a loyalty program run at Bunnings Warehouse, Kmart, Target, Officeworks, Priceline and InstantScripts.

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“Anything about free delivery is a win, which is why Prime is in second place,” Zahos explains Today.

“OnePass has had a huge campaign, basically promoting free delivery and six months free, so people are looking for value in that way.”

McDonald’s: My Macca’s Rewards ranked 12th, Subway’s now defunct Subcard placed at 24, Red Rooster at 29, Boost landed at 30 and Bakers Delight’s Dough Getters is 33rd on the list.

Some programs did not fare well: Qantas Frequent Flyer at 34th with a score of 71.7, Dan Murphy’s at 41 with a score of 70.7, Myer One at 52nd with a score of 69.3, Velocity Frequent Flyer at 66th with a score of 66.9, Priceline Sister Club at number 72 with a score of 65.4 and Marriot Bonvoy at the 77th position with a score of 62.3.

Zahos said value for money appears to be a key factor in this year’s rankings as the ongoing cost of living crisis continues to impact household budgets.

Priceline’s Sister Club requires $400 in spend to get $5 back, which is clearly not a winner for shoppers.

With Coles and Woolworths’ free Flybuys and Everyday Rewards tiers, recent data from the supermarket giants confirmed less loyalty from shoppers who are more likely to use both loyalty programs to maximize savings, rather than focusing on one or the other.

With Coles Flybys and Everyday Rewards, customers earn one reward point for every $1 spent. Customers can redeem $10 off their grocery store for every 2,000 points earned, or ‘save’ their points for later use.

Occasionally there are contests that customers can participate in to win reward points or earn perks.

Their paid tiers come with extras.

Coles Saver Plus, which costs $7 per month, allows shoppers to earn double Flybuys points on eligible purchases and can also get a 10 percent discount on one supermarket each calendar month.

Coles Plus, for $19 per month, adds unlimited free home delivery to online Coles orders over $50 and free access to Rapid Click & Collect.

Woolworths’ Everyday Extra, which costs $7 per month, also gives customers the opportunity to earn double the rewards points and 10 percent off one store per month, with a maximum monthly savings of $50.

The Point of Loyalty report, in its 14th year, assessed 77 of the nation’s most popular loyalty programs.

The report ranks each loyalty program based on how easy it is to use, what its value is and how personal it is.

Data is collected through large-scale, independent online surveys completed by Australian shoppers who are members of at least one loyalty program.

Ranking ‘For love or money’ 2026

1. Extra every day through Everyday Rewards

2. Amazon Prime

3. OnePass

4. American Express Membership Rewards

5. Flight purchases

6. Coles Plus

7. Woolworths: Daily Rewards

8. eBay Plus

9. NAB Rewards

10. ANZ Rewards

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