Flybuy velocity partnership

Virgin and Coles announce deal to convert flybuys to Velocity Points

20 October 2016

From today (20th October 2016) Virgin Australia frequent flyers will be able to earn Velocity Points when they shop at Coles under a new rewards deal that emulates the loyalty partnership between rivals Qantas and Woolworths.

This new partnership allows flybuy members the option to convert their flybuy points they earn at Coles and 27 partner retailers including Kmart, target and Liquorland, for Velocity Points.flybuy velocity partnership

In an Australian first for a loyalty program, the partnership will allow flybuys members to earn Velocity status credits at Coles and its liquor stores.

“The market-first of earning status credits is unique and it’s really good news for frequent flyers because it gives them the opportunity to move up our tiers and retain tier status in a new way,” Velocity frequent flyer chief Karl Schuster said.

Status credits allow frequent flyer members to move up the ranks of the loyalty program, which entitles them to better offers and points-earning potential through the program. Under this new partnership, members will be able to earn one status credit for every $100 spent in total across Coles supermarkets, Coles online, Liquorland and First Choice Liquor each month, up to a maximum of 10 status credits per month.

General manager of flybuys Adam Story said the partnership between Virgin and flybuys trumped a similar tie-up ­between Qantas and Woolworths because the former was a partnership of 28 retailers, including retail giant Coles, which gave its members the opportunity to earn points faster at around 1,500 retailers.

flybuy members earn 1 flybuy point for each $1 spent at the participating retailers, which they can now convert to Velocity Points in increments of 2,000 flybuys for 870 Velocity Points. This equates to a earn rate of 0.43 Velocity Points per $1 of spend which matches that offered under the Woolworths & Qantas partnership. The number of points you can transfer per year has a limit fixed at 138,000 flybuys points, (equivalent to 60,030 Velocity Points) per household, per calendar year.

Adam Story from flybuys confirmed that they had been in discussions with Velocity long before the Woolworths and Qantas split back in August, and added that the customer backlash did reconfirm that customers were clearly engaged with earning frequent flyer points at the supermarket, though denied this initiative was a response to the re launch of the Woolworths Qantas Partnership.

To celebrate the partnership, flybuys members can receive a bonus 15% Velocity Points when they transfer their flybuys to their Velocity frequent flyer account between 20th October and 30th November 2016.

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