Coles launches flybuys ecommerce portal

The customer loyalty program online offering will allow members to earn points by shopping with a range of new retail partners including Apple, eBay and Red Balloon

Coles has launched an ecommerce store for its flybuys customer loyalty program, partnering with a range of new retailers to give members the ability to accrue more points online.

The flybuys eShops goes live with 15 new Australian retailers on-board including the Apple Store, eBay, interflora, LÓccitane, Oakley, Sunglass Hut and Red Balloon. It also features Coles and existing third-party brands participating in the flybuys program including Target, Kmart, Medibank, Telstra, OPSM and Webjet.

Acting as an online gateway to partner ecommerce sites, flybuys members must login to the eShops portal first in order to earn points for every dollar spent through partner websites. They will also have access to discount vouchers and weekly bonus points offers and theirs points transaction history.

The site also links through to flybuys rewards, where members can use points on goods.

Coles digital director, Roger Sniezek, said 90 of Australians are shopping online, making it imperative for the brand to have an online offering.

“Our flybuys members tell us they want to earn rewards for their online shopping. Flybuys eShops enables us to deliver even more value and rewards through a new channel with great partners such as Apple and eBay,” he said.

“Flybuys is a massive boost for members, with even more online retail partners to come.”

According to Coles, flybuys now has 7 million active members. The supermarket giant acquired full ownership of flybuys in 2011 and relaunched the program in 2012.

The decision to launch an ecommerce offering for flybuys members comes just months after Qantas launched a dedicated portal for Frequent Flyer members to earn and use points on a range of products from the airline and its loyalty program partners.

Last week, the Woolmark Company also launched a new ecommerce market place in partnership with ShopStyle, giving consumers the ability to purchase wool-based fashion products from participating retailers and brand websites.

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