澳大利亚的一项调查研究发现，超过九成消费者已加入至少一个忠诚度计划，但实际有效参与率远低于预期。1根据该研究，93%的澳大利亚消费者是至少一个忠诚度计划的成员，然而仅50%的会员在过去12个月内积极使用了他们的所有会员资格。1
研究人员对澳大利亚主要超市（包括Coles、Woolworths、ALDI、IGA和FoodWorks）的超过800名客户进行了调查。1其中，Woolworths Everyday Rewards拥有1400万注册会员，Coles Flybuys的会员数则超过900万。1研究表明，客户信任、承诺感和对收益的清晰认知是推动忠诚度计划参与度的三个关键因素，而非仅依靠奖励本身。1澳大利亚忠诚度计划市场预计每年增长13.5%，到2026年市场价值将达到15.7亿澳元。1
Research into consumer behavior in Australia has revealed a significant disconnect between loyalty program enrollment and actual engagement. While 93% of Australian consumers hold memberships in at least one loyalty program, only 50% of members actively used all their memberships over the past 12 months.1 The investigation surveyed more than 800 customers of major Australian supermarkets—Coles, Woolworths, ALDI, IGA, and FoodWorks—to assess participation patterns across the sector.1
The loyalty program landscape in Australia features several major players with substantial membership bases. Woolworths Everyday Rewards maintains 14 million registered members, while Coles Flybuys exceeds 9 million members.1 Despite high enrollment numbers, the gap between signing up and sustained usage points to underlying challenges in program design and perceived value. Research indicates that customer trust, sense of commitment, and clear perception of benefits drive engagement in loyalty programs—factors that extend beyond rewards alone.1
The Australian loyalty program market is positioned for continued expansion, with projections showing annual growth of 13.5% and a market value expected to reach AUD 1.57 billion by 2026.1
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