flybuys consolidates its core services with CHE Proximity following a competitive pitch process

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flybuys consolidates its core services with CHE Proximity following a competitive pitch process

Australia’s most popular loyalty program, flybuys has consolidated its core services with CHE Proximity.


The account was awarded after a competitive pitch and includes brand communications through to digital, social and 1:1 activation.

flybuys is an iconic Australian brand, with more than 65% of all Australian households and over eight million members active in the program. Independent customer research consistently rates flybuys as the favourite loyalty program in Australia and it has a strong coalition of partners, offering numerous ways for customers to collect points on their everyday spend.

Says John Merakovsky, CEO, flybuys: “We believe there’s an opportunity to expand flybuys capabilities to give our members more options to engage with the program, and advertisers greater reach across digital channels.

“Together with CHE Proximity we can step-change the way we utilise our unique data sets and CRM capabilities through owned, earned and bought channels, to improve the experience for our members and partners alike.”

Says Bree Daniel, director of client management, CHE Proximity: “We’re absolutely thrilled to be partnering with flybuys and have an amazing opportunity to help make flybuys even more relevant to Australians, by not only transforming the member experience but also bringing to fore, the savvy attitude of members who make their everyday worth more using flybuys.”

Through the demerger of Coles from Wesfarmers in November 2018, flybuys has been established as an independent joint venture between Coles Group and Wesfarmers Group, with a 50/50 ownership between the two companies. flybuys has ambitious commercial growth plans, while continuing to offer members the same award-winning rewards scheme with members earning points at over 20 participating partners across a range of retail and service businesses.