Woolworths has today launched lower “Member Prices” that are accessible only to Everyday Rewards members.
Everyday Rewards is the loyalty program of Woolworths and other partners including Big W, BWS and Ampol. The program is free to join. Members earn points which can be redeemed for savings at Woolworths or converted into Qantas Frequent Flyer points.
Until now, the main drawcard of the Everyday Rewards program for Woolworths shoppers has been the “Booster” offers. By activating personalised offers, members can earn up to 10x points on their shopping.
From today, Everyday Rewards members can also benefit from lower member prices on selected products when shopping in-store at Woolworths or Woolworths Metro. To access the lower Member Price, you’ll need to scan your Everyday Rewards card at the checkout.
The member offers will change each Wednesday. Some examples of lower member pricing available this week include:
- 3x Greenseas Tuna 95g tins for $4.50 (normally $7.80)
- 2x Woolworths Snack Pots for $10 (normally $14)
With both of these examples, you would need to buy multiple products to access the lower pricing.
Everyday Rewards will also soon roll out Member Prices to Big W stores.
Why has Woolworths introduced Member Prices?
The introduction of special Member Prices at Woolworths coincidences with the supermarket’s new campaign encouraging customers to save money.
“We know people are looking at every way to save right now and we’re encouraging our customers to spend less with us,” Woolworths Supermarkets Managing Director, Natalie Davis said earlier this week as the supermarket launched a new “Prices Dropped” campaign.
That said, if helping customers to save money was the primary motivation behind this change, Woolworths could just offer the lower prices to everyone. Instead, this seems to be part of a drive to encourage more Woolworths customers to join the Everyday Rewards program. Woolworths has recently been encouraging its staff to help customers to sign up for the program or reactivate their unused accounts.
Access to Member Prices could also encourage more customers to scan their Everyday Rewards cards more often. Loyalty programs want their customers to scan their card every time they shop so that they can collect as much data as possible. This data is used to send better targeted offers to members.
Member specials are a common strategy for many retail loyalty programs, including the My Dan’s loyalty program of Dan Murphy’s which is partially owned by Woolworths. It’s also used by many overseas supermarkets.
This change comes a month after Woolworths enhanced devalued its Everyday Extra subscription program.
