Study: Aussie Women Far More Likely To Use Loyalty Cards Then Men

Australian women are the fairer sex when it comes to brand loyalty, according to leading mobile wallet app Stocard.

New figures released today from its database of over 1.7 million Australian users revealed that females formed 66 per cent of customers within the nation’s top 10 most popular loyalty programs.

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The data from Stocard shows membership rates in Australian loyalty programs with active users. Coles-powered Flybuys took out the top spot with almost three-quarters (73 per cent) of Stocard users being members, followed by Woolworths Rewards in second place with 56 per cent.

Women made up the majority of Flybuys and Woolworth Rewards members at 67 per cent and 65 per cent respectively, suggesting that women still dominate grocery shopping in the household.

Radinck van Vollenhoven, country manager of Stocard Australia and New Zealand, said, “Australians visit a supermarket at least once, if not multiple times a week. The popularity of Flybuys and Woolworths Rewards emphasises why it is crucial for retailers to link mobile with the in-store experience. With digital connecting consumers and retailers more than ever before, bridging the gap between online and offline for retailers is key.”

Coming in eighth place overall with 22 per cent, My Dan Murphy’s proved to be Australia’s favourite liquor store, especially with men. While women were not outnumbered, a high proportion of My Dan Murphy’s members were men (42 per cent) closing the gap on the gender shopping divide – the loyalty program had the least disparity between male and female customers compared with the rest on the top 10 list.

“What’s interesting with the gender breakdown is the higher percentage of male users within liquor and airline loyalty programs – the top three being My Dan Murphy’s, Velocity Frequent Flyer and Qantas Frequent Flyer. This possibly suggests women value rewards programs for everyday essentials such as shopping for groceries and personal items, while men are more enticed by rewards programs for leisure activities,” said van Vollenhoven.

Stocard retail partners have experienced, on average, a 10 per cent uptake in sales due to increased transactions from customers engaging with retailer offers inside the Stocard app. While a large membership may not necessarily mean the loyalty program is effective, members using Stocard are generally active customers and these figures highlight the success of the app through brand engagement.

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