Flybuys has had a solid 24 years in the market, but after a market research and the general consensus the old brand needed a revamp, Loyalty NZ stepped in to make that change.
Flybuys is a popular iconic Kiwi brand with 2.9 million members and a string foothold in the market, yet following more than 18 months of consumer research, consumers showed a desire for flexibility and choice.
Driven by a rigorous process of testing and behavioural modelling, the Flybuys programme has been re-designed to be as meaningful as possible to all ages and demographics.
Loyalty NZ chief marketing officer Bridget Lamont says the new platform embraces the strong nationwide partnerships Flybuys has built in the past 24 years, while adapting to the changing needs of Kiwi consumers and an increasingly competitive loyalty programme landscape.
“We had a foundation of an incredibly strong brand, with all of our reporting metrics showing it is New Zealand’s favourite loyaltyprogramme. However, we wanted our members to reap rewards more often and to grow our partner network. Our members told us they wanted more choice, so this was our starting point. We felt it was the right time to refresh our brand to ensure it continued to provide maximum value to our members and partners. Grounded in continuous consumer research – even through Covid-19 lockdown – we saw a clear opportunity for Flybuys to evolve into a new platform, that now provides a greater choice of rewards.
“We are thrilled to see this come to fruition, with the introduction of New World Dollars and fuel discounts at Z and Caltex, alongside treats and deals and bonus offers from brands that are not typically associated with the Flybuys brand, and of course the more than 6000 great products and experiences in the Flybuys Store.”