FlyBuys New Zealand Announces Closure

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By Published On: May 31, 20240 Comments

The landscape for loyalty programmes has changed, and Flybuys New Zealand could not keep up.

Flybuys New Zealand launched in 1996, after Loyalty Pacific licensed the brand to Loyalty New Zealand two years after its Australian launch.

This week, nearly 30 years on, it announced it will be ending its operations at the end of this year. Alongside the closure of Flybuys, its administrator Loyalty New Zealand, which is owned equally by Bank of New Zealand, Foodstuffs, IAG New Zealand and Z Energy, will also be shutting down. 

Flybuys New Zealand members collect points by shopping with partner organisations (BNZ, Noel Leeming, State, Petcover, helloworld Travel, and LiquorLand), and redeem points to spend on rewards, which include savings at New World supermarkets, online vouchers across a variety of businesses and experiences, or petrol discounts at service stations Z and Caltex.

Just four years ago, Flybuys New Zealand underwent a brand refresh with the launch of a new logo and more options for redemption.

In four years its user base decreased from 2.7 million to 1.8 million.

“The landscape for loyalty programmes has changed, and continues to change rapidly, with businesses now having greater access to technology and capabilities that enable them to create their own highly tailored proprietary loyalty programmes” said Lizzy Ryley, CEO of Loyalty NZ. “The Flybuys model of a services and retailer alliance has run its course, so will close at the end of this year.”

On its website, the business announced it’ll be phased over two months out starting at the end of October. 

“You can still earn Flybuys across our partner network until 11.59pm on 31st October,” reads the statement. “And you have until 11.59pm on 31st December to redeem your Flybuys Points. Thank you to all our members who have supported Flybuys over many years. It’s been a privilege to be part of so many Kiwis’ lives.” 

While its fate across the ditch is important to consider, here in Australia, Flybuys is one of the top loyalty programs. According to For Love or Money 2024, Flybuys ranks the highest when compared to 87 other loyalty programs due to its simple, valuable, and personalised approach. 

This year will mark 30 years of Flybuys in Australia, with points collection and redemption available to shoppers at Coles Supermarkets, Coles Express, Liquorland, Kmart, Officeworks, Target, mycar, Velocity Frequent Flyer, and more goods and vouchers through the Flybuys Rewards Store.

About the Author: Rosalea Catterson

Rosalea is the Editor of Power Retail. With a keen interest in consumer behaviour and tech, she covers everything ecommerce and hosts the Power Retail Power Talks Podcast.

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