Wesfarmers OneDigital and The Walt Disney Company have partnered up to offer an exclusive subscription bundle for OnePass and Disney+.
AFR has reported this morning that Australian conglomerate Wesfarmers has joined forces with Disney for its first external partnership for the OnePass membership loyalty program. The exclusive new subscription bundle combining Disney+ and OnePass will be available at $14.99 AUD a month.
“Disney is such a big franchise and is aligned with family and that is our core demographic,” Nicole Sheffield, managing director Wesfarmers OneDigital, told The Australian Financial Review. “We differentiate ourselves because it is not only about free delivery. It’s about increasing the customer lifetime value. We want people to shop more time per year across all our brands.”
Retail brands Kmart, Target, Catch.com, and Bunnings Warehouse are part of the OnePass scheme, which offers free delivery on select items as well as other rewards such as gift cards and in store discounts. OnePass was launched in May, only recently bringing in store offers to the program last month. “This is not just a free delivery, they get value in-store too. This is a true omnichannel experience,” said Sheffield.
The loyalty program mimics Amazon Prime, especially with this new streaming partnership. The multi-year agreement launches Australia’s first streaming, retail and ecommerce subscription collaboration, directly competing with Amazon and its offerings.
“Our exclusive partnership with Disney+ will provide Australian families with even more value and access to world-class entertainment. We are thrilled to be working with Disney+ and anticipate a strong uptake when the offer starts rolling out to consumers from December, just in time for school holidays,” said Sheffield. “And this is the first of many value-added services we will be adding over time to the membership.”
Officeworks is set to join OnePass before June 30 next year, along with expectations that Priceline Pharmacy will also join the program.
This partnership is Disney’s first retail-content partnership. Last month, the brand announced the launch of its own exclusive ecommerce store, accessible to Disney+ subscribers only.
This month, Disney+ raised its monthly subscription price from $11.99 AUD to $13.99 AUD. With OnePass costing $4 AUD monthly, subscribers to this new bundle will be saving $2.99 AUD a month.
“[This brings] together the breadth and depth of content streaming on Disney+, with the value and convenience of OnePass,” said Kylie Watson-Wheeler, senior vice president and managing director of Disney in Australia and New Zealand.
The subscription bundle will be available for Australian customers from December 15th. New and existing monthly subscribers to Disney+ and OnePass will be able to purchase the subscription just in time for the school holidays.
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