The value of redemptions in the Flybuys loyalty program rose 33.8% to Au $559.1 m in the last year. Much of that was due to the 2024 ‘‘$10 off your shop’’ promotion which delivered instant redemption of points for cash off at Coles Group check-outs. Membership grew 5.3% to 9.5 million, swipe rates grew 2.83% and points issuance was up 8.9%. Flybuys owner Loyalty Pacific lost Au$36.16 m in 2024 (up from $26.85m in 2023).