Three loyalty programs winning the hearts (and wallets) of Australian shoppers

Today, most Australians are enrolled in at least one loyalty program, with the average shopper belonging to 10.2 programs (when promoted). Yet despite this appetite, engagement lags with only 51% of shoppers stipulating that they active across all the programs they’ve joined – according to the For Love or Money 2025 report by Adam Posner.

The report identified 76 programs in Australia (with many more beyond that), underscoring just how crowded the loyalty space has become. For retailers, loyalty programs are now table stakes and equally a hygiene factor. The ones that deliver real value, however, are those that foster deep engagement, motivate members to stretch their spend, and create a sense of connection to the brand. It’s this combination that drives preference at moments of choice, when multiple options are on the table.

Architecting the winning formula on loyalty

Some of the biggest barriers to building winning loyalty strategies are internally driven. Too often, programs are designed around what stakeholders think will be valuable, rather than what customers truly want. Add to that a reluctance to invest appropriately and consistently over time to keep the proposition compelling, and the desire to see immediate uplift and the hurdles become significant. Overcoming these internal barriers is critical for brands wanting their programs to cut through in an increasingly crowded market. Despite the hurdles however there are a number of retailers whose programs are driving the cut through that many others envy.

Program 1: Dan Murphy’s

Whilst Endeavour group is experiencing some short term softness in performance, driven in part by market conditions they have one of the most highly engaged programs going around.

My Dan’s Membership by the numbers

• Number of members: 5.5m

• Scan rate: 84% scan rate

What we like about it

Dan Murphy’s offers all the standard loyalty benefits you’d expect — member-exclusive offers, first access to product drops, and invitations to events. But what really sets the program apart is how it taps into a category truth: for many, choosing wine isn’t easy. To solve this, members gain access to the brand’s signature service — instant advice via chat with an expert who can answer any drinks question, anytime, anywhere. It’s a smart way of blending traditional rewards with genuine customer support that removes friction from the shopping experience.

What the performance data, tells us about Dan’s relentless pursuit to drive member scan rates

Recent investor presentations highlight that Dan Murphy’s loyalty success has been a decade in the making. Over the past five years, the brand has grown scan rates from 50% to 84% of total sales - an impressive achievement given many programs struggle to reach even 50%. While growth in scan rates does rely on team members consistently prompting customers to identify, the real driver is the strength and relevance of the program itself, which keeps members motivated to scan. This depth of member data provides a robust, holistic view of shopper behaviour - powering personalisation and fuelling the loyalty flywheel.

Program 2: Adore Rewards

Competing with Mecca and its member strength is no mean feat. MECCA has a vast membership base in its Beauty Loop loyalty program, making up a significant portion of their 4.5 million total customers across Australia and New Zealand. This meant Adobe Beauty had a high bar to reach when it came to loyalty. In 2025 Adore launched its Adore Rewards program to rival those of competitors

Adore Rewards by the numbers

• Membership base: 440,000 active members as of September 2025

What we like about it

While Adore Rewards shares similarities with Mecca’s program - such as curated gifts and samples - it offers two distinct features that set it apart:

• Generous give-back: Members receive an 8% return, in the form of a $20 voucher for every $250 spent. This is both achievable and motivating for health and beauty shoppers, making it a strong driver of preference.

• Convenience built in: Adore shows its understanding of modern customers -particularly Gen Z - by offering free express delivery on orders over $65. In a market where convenience is king, this is a powerful differentiator.

What the performance data tells us about Adore’s ability to deliver on frequency uplift

Whilst the program is in its infancy, it has been architected to drive frequency and member preference and early indications are showing just that. The 2025 annual investor presentation from Adore Beauty shows that the number of active customers engaging with the brand is growing and whilst it isn’t solely driven by loyalty, it is part of the equation driving the lift in the active member base for Adore Rewards.

Program 3: My 7Eleven Rewards

The convenience store as we know it is rapidly evolving. Once defined by proximity - a store just down the road - convenience now has to compete with a world where almost anything can be delivered to your door. This shift is redefining what “convenience” really means, and loyalty plays a key part of supporting their overall proposition.

My 7-Eleven Membership by the numbers

• Total registered members: 3.5m

• Active members (scanned in last 90 days): 1.3m

What we like about it

While many loyalty programs lean on discounts or points, 7-Eleven has built its program around utility. The Fuel Lock feature allows customers to lock in the best local price for seven days - a clear, tangible benefit that removes uncertainty and builds trust. What is so clever about the concept is that whilst the Fuel Lock locks in a price for the customer, the lock feature locks in a potential future purchase with 7Eleven.

Beyond fuel, the app also integrates rewards on every seventh visit, Pay & Go functionality, and the ability to link a Velocity membership, making the experience simple, digital-first, and genuinely useful.

What their performance data tells us about utility being sexy

With 1.3m active members (who scanned in the last 90 days) the program has built a 3-pronged approach to driving consistent member engagement.

• Fuel Lock creates the hook

• In-store rewards deepen engagement

• Integrated payments remove friction

Together these mechanics generate consistent scan behaviour, feeding richer data back into the business and strengthening top and bottom-line performance.

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At Arktic Fox, we help FMCG and retail brands design loyalty strategies that move beyond table stakes and truly deepen customer engagement. If you’re ready to evolve your loyalty approach, let’s chat.