The price of loyalty: David Jones shoppers to bank Qantas points in revamped scheme
Australians will be able to bank Qantas frequent flyer points when shopping at David Jones in a new partnership that will further stoke the intensifying rivalry between the nation's two biggest department store chains.
The tie-up allows David Jones to piggyback off the nation's largest loyalty program, with more than 17 million members, when it unveils its own rewards program in late September.
'Clearly, our current proposition at David Jones was much more of a birthday reward scheme. This is much, much more than this,' David Jones chief executive Scott Fyfe said.
'Customers will get the preference whether they want to earn David Jones reward points or they want [Qantas frequent flyer points]. The major benefit we've got is that anyone [who] joins the collective scheme, from a Qantas frequent flyer perspective, will be able to redeem through David Jones, and get the full curation and offer of our brands, both in the store ... as well as online.'
Qantas Loyalty boss Andrew Glance said the two companies enjoyed a long history, stretching back to 1947 when Qantas recruited its first female cabin crew who made their first pit stop at David Jones to be fitted out in a military-inspired uniform. In 1948, David Jones buyer Mary Alice Shiell flew Qantas to Paris to secure the first Christian Dior parade outside the fashion capital.
'We walk into these partnerships very strategically, and we do it for absolutely the right reasons,' said Glance.
One in two Qantas frequent flyers are already David Jones shoppers, and two-thirds of Qantas points are earned through retail partners.
David Jones will announce further details of its new rewards program in late September.
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