Business & Finance
Qantas and David Jones Forge Landmark Loyalty Alliance to Elevate Shopper Rewards
Iconic Australian brands unite to offer customers the flexibility of earning and redeeming Qantas Frequent Flyer or David Jones Rewards points across all channels
In a strategic move set to redefine customer loyalty in Australia, Qantas and David Jones have announced a comprehensive partnership that integrates their loyalty programs. This collaboration allows customers to earn and redeem either Qantas Frequent Flyer points or David Jones Rewards points when shopping at any of David Jones’ 40 stores or online.
Scheduled to launch later this year, the David Jones Rewards program is a key initiative under the retailer’s Vision 2025+ strategy. The program aims to provide a premium, personalized shopping experience, leveraging a newly developed mobile app that will serve as the central hub for tracking points, linking memberships, and accessing exclusive offers.
David Jones CEO Scott Fyfe emphasized the significance of this partnership, stating, “Our customers are at the heart of the 187-year-old David Jones business, and we look forward to recognizing and rewarding them with a new market-leading premium loyalty experience.”
Qantas Loyalty CEO Andrew Glance highlighted the synergy between the two brands, noting that “one in two Qantas Frequent Flyers already shop regularly at David Jones.” He added that the number of points earned through retail has doubled in the last five years, and they anticipate it will double again by 2030 as they expand their footprint across a growing range of retail categories.
This partnership comes at a time when rival department store Myer is also revamping its loyalty program, Myer One, under the leadership of former Qantas Loyalty CEO Olivia Wirth. While Myer’s program includes partnerships with companies like Virgin Australia and Coles, the David Jones and Qantas alliance is positioned as a more deeply integrated experience, offering customers greater flexibility and value.
The collaboration between Qantas and David Jones not only enhances the value proposition for customers but also signifies a strategic alignment of two of Australia’s most iconic brands, aiming to deliver a superior and cohesive loyalty experience.