Transforming Flybuys - a unique marketing challenge

Transforming New Zealand’s most loved loyalty programme presented a unique marketing challenge for the team at Loyalty NZ.

Flybuys is in the enviable position of being one of New Zealand’s most recognised and loved brands.  However, after nearly 24 years offering a largely unchanged loyalty model, the team knew we needed to increase the programme’s relevance in a more demanding competitive environment and to meet the changing needs of our 2.9 million members and partner businesses.

Driven by a rigorous process of research, testing and behavioural modelling, and strong collaboration with key partners, the Flybuys programme has been re-designed to be relevant and meaningful to all ages and demographics.

Bridget Lamont

Bridget Lamont

Loyalty NZ Chief Marketing Officer Bridget Lamont sums up the challenge.

“We had a foundation of an incredibly strong brand, with all of our reporting metrics showing it is New Zealand’s favourite loyalty programme. However, we wanted our members to be rewarded more often and to grow our partner network. Our members told us they wanted more choice, so this was our starting point.

“We felt it was the right time to refresh our brand to ensure it continued to provide maximum value to our members and partners. Grounded in continuous consumer research – even through Covid-19 lockdown - we saw a clear opportunity for Flybuys to evolve into a new platform, that now provides a greater choice of rewards.

“We are thrilled to see this come to fruition, with the introduction of New World Dollars and fuel discounts at Z and Caltex, alongside treats and deals and bonus offers from brands that are not typically associated with Flybuys, and of course the more than 6,000 great products and experiences in the Flybuys Store.”

The new proposition strengthens Flybuys for 31 business partners across New Zealand, by providing new opportunities to engage with NZ consumers via new promotional mechanics and a wider range of rewards currencies.

As well as earning Flybuys at major outlets, like Noel Leeming, New World, Z and Caltex, members can also choose to redeem their rewards by using them to reduce the cost of their weekly grocery shop, or regular fuel-up.

Z Energy Chief Consumer Officer Jane Anthony says that the array of options provided by the new Flybuys adds immense value to both business partners and consumers alike.

“Flybuys has always been incredibly strong because of the power of its partnerships, and the reinvented platform makes its offer even stronger.

“For us at Z, it means our customers can not only earn Flybuys here and across the partner network, but they can use the Flybuys they accumulate to earn fuel discounts at Z or Caltex, that can be added to our Pumped programme.”

Foodstuffs GM – Marketing and Customer Experience Dominic Quin says that, as a partner of more than 24 years, it was great to be involved in the process of remodelling the Flybuys programme.

 “We are very excited to see the outcome of the thorough and disciplined approach by Loyalty NZ, to ensure Flybuys continues to resonate with New Zealanders.

 “The programme is fundamental to the way we reward New World customers’ loyalty and it was a joy to collaborate as part of the process. We’re now able to offer customers the chance to put dollars right back into their wallet with New World Dollars – it’s a win-win for everyone.”

To find out more about how you can get involved in the Flybuys programme, contact Dave Mansfield

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