eBay Australia launches flybuys loyalty scheme
eBay Australia has announced a new partnership with flybuys, Australia’s most popular loyalty scheme, allowing shoppers to collect and redeem flybuys points with 40,000 Australian retailers on eBay. More than 11 million monthly unique visitors of ebay.com.au can link their accounts to flybuys to collect 1 point for every $2 AUD spent on eligible items across the marketplace. They also promise that there will be regular bonus offers to help shoppers collect more points.
This is the first foray into loyalty rewards for eBay Australia, as it seeks to offer consumers a more rewarding shopping experience.
We know Aussies love rewards points, and at eBay innovation is the focus for our connected community. It was a no-brainer to partner with flybuys to achieve this, as we continue to evolve our own platform in order to stay the number one online retail choice in Australia.
– Julie Nestor, Chief Marketing Officer at ebay.com.au
For flybuys, this partnership is the biggest expansion of the programme since the addition of Velocity frequent flyer as a partner in 2016. More than 60% of Australian households who actively use flybuys will now also be able to redeem their flybuys points for eBay vouchers, amounting to $10 in vouchers for every 2,000 points collected. These vouchers can be used to purchase items from the hundreds of millions of items available to them through the eBay platform.
This is an interesting innovation and perhaps more evidence that eBay Australia really is seeking to uptake ante with online shopping down under. And a primary driver of these activities, to drive loyalty, is most likely a response to the arrival of Amazon Australia in the country late last year.
eBay has also released a TV advertising campaign in Australia that stresses its community of 40k Aussie retailers and a focus on good prices and great selection. The sardonic campaign is fronted by Australian cricketing legend Shane Warne.