David Jones has remodelled its loyalty program, replacing the email club with a new earn & burn model integrated with Qantas. This is part of its $250m Vision 2025+ strategy to deepen engagement and unlock richer data insights. One in two Qantas Frequent Flyers already shop regularly at David Jones. Shoppers can earn or redeem either David Jones Rewards points or Qantas Points. For every $1 spent, members can select 3 David Jones points or 1 Qantas Frequent Flyer point, with flexibility to switch between both currencies on each purchase via the David Jones app. The program also introduces a tiered structure (bronze, silver and gold) offering bonus point events, birthday rewards and member-only offers, with benefits scaling by annual spend.