Online survey+interview suggests qff points on the way out at Woolworths EDR

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ozflier

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Hi ,

In the Qantas Frequent Flier forum , I have reported on a marketing focus interview and an online survey from stokesmischewski.asia.qualtrics.com. Both these took place in the last 2 weeks.

I refer you to the airline FFP section in the community forums

http://www.australianfrequentflyer....line-survey-interview-suggests-qff-62505.html

The gist seems to be that EDR are looking at options other than QFF points as rewards for their shoppers.
 

Buzzard

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I don't shop much at Woolies but it is handy for those who need to keep their QFF account active.
 

JohnK

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That would be a bombshell and a half.

It was easy getting something for doing the usual things every week. Regardless of the announcement mum and dad will still shop at Woolworths.
 

ozflier

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Hi,

I have had several email requests for a fuller recollection of the discussion and scenarios in my recent interactions with Woolworths EDR surveys. Please could other posters join in with theirs as I would be interested to know how targeted they were and did they offer different scenarios .

Here goes.

First the personal interview and then the online survey.

It was harder to remember the interview as it was all verbal except for some printed scenarios.
Almost all questions in the “one on one” session related to my satisfaction with the ability to use QFF points earned as part of the Every Day Rewards program from the big 4 ( Woolies, Big W, BWS, Caltex). His introduction referred to, among other things, Qantas status levels and ability to get international travel with Qantas in terms of upgrades and business award seats.

There were some questions re preference for alternative rewards from my EDR spend.

There were various scenarios presented including where “Woolworths” points could be converted to an “Australasian” ( their words) based airline’s FFProgram plus, in addition, the customer would be offered an elite “status” level increase once a certain predetermined threshold of “Woolworths” points were earned. The actual level varied in different scenarios. One I can remember was 50,000 (points I think not dollars).

Another scenario was the situation where QFF points were retained as a reward choice, with no change in terms of QFF earnings but, once again a certain spend threshold was reached , the points earn per dollar spent would double. The question was would this make me happier with getting QFF points. No! In my case as I want to use my points to travel to the USA and Canada for my spouse and myself .I just can’t get business class unless you have heaps of time, book 11 months ahead and are prepared to travel via HKG and accept a 12-24 hour stopover there.

There some reference to complaints, I assume to EDR, where customers were able to access a suitable reward on Qantas or One World, the flights were rescheduled or cancelled. The feedback was that without status, the ability to regain a close to previous schedule or retain the J seating or upgrade was problematic. Qantas customer service attitude was reported along the lines as not wanting to know the EDR customer without status. It sounds like some of our naive colleagues actually approached EDR for assistance in that situation.

The online survey was quite comprehensive taking over 30 minutes and in retrospect I should have captured some screen grabs for dissemination.

The questions were surprising complicated and actually required some thought.

It was a more general one aimed at increasing my shopping spend at Woolworths stores vs Coles, Aldi etc .

Some of the scenarios presented included continuation of earning QFF points but they were in the minority.

It appeared a devaluation was coming ie points per dollar earned eg as with in store Big W now. There was an scenario to make that more attractive by offering $s off certificates, goodies bags, cake for your birthday, and paying points from first dollar rather than after $30 and others I cannot remember.

The term “Woolworths Points “was regularly mentioned as an option.

When QFF was mentioned, the “conversion” was a two dollar spend getting one QFF point. There were questions re how useful QFF points were - even asking how useful they were for award vs upgrade and domestic vs international redemptions.

I guess that less than 10% of scenarios gave an option to continue earning QFF points as a reward

My overall impression was that

QFF points earn are on the way out

EDR is aiming to reduce your overall reward earn.

I hope this helps.
 

Powerballsam

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I got the net survey. I got the impression that they are on the knifes edge deciding to keep Qantas or go on there own.
 

eastwest101

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I wouldn't be surprised if there is a possible devaluation in the future either, although I suspect this is very much a Woolworths fact finding mission and potential decision. Have a think about it this way, WOW have had to unload Dick Smith which was apparently unprofitable under WOW control but since proved to be more profitable with Dick Smiths new owners. The Big W division is apparently losing money and the earn of QFF points in Big W got enhanced. Masters hardware is still apparently a money pit at the moment.

And now I would suspect that the accountants are going through other parts of the Woolworths business and asking themselves "Do we really need to be handing over $XM to Qantas for QFF points when our business is being squeezed?" I suspect, that like any supplier to the major supermarkets, Qantas, the supplier of QFF points, is being asked to justify the real cost and customer value of a QFF point. With QF seeming to maintain the external appearance of a death spiral, then I would imagine that the attractiveness of QFF points earning may be on the wane, especially when you consider say Woolworths Perth or Adelaide customers, whom have had aspirational goals/targets such as QFi services cut entirely.
 

significance

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The QFF points are the main reason I do most of my grocery shopping at Woolworths. Parking outside our nearby Coles is easier, and they keep their checkouts better staffed. It will be an easy switch if they do cut off the points.
 

JohnK

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QFF points earn are on the way out

EDR is aiming to reduce your overall reward earn.
Value of rewards are poor now. Some promotions increase value but still only marginal.

Still better than nothing but there is hardly any competition.
 

Standby

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I got the online survey and agree it took a fair bit of concentrating to weigh up the options.
My take is deff they are looking at reducing the QFFF points earn proposition/change to gift cards. either way much worse than today.
Of interest in the the section for determining spend and share of wallet under "Possible senarios" an option that came up a couple of times comparing EDR vs Flybuys .
If EDR moved away from QFFF points earn yet Flybuys included QFF points earn (from memory at todays earn) choose impact of current spend change using the slider.
To me its a no brainer. Coles has recently done a major refresh of my local store with much improved choice (vs Woolies diminished choice/increased home brand presence) Parking is like for like
as its in a Westfield so in this instance I will take all my spend back to Coles(where it was before EDR started). They may think its costing them and beancounters aways look to cost , but currently the 8K points or there abouts I earn cost them about $80-100.They can choose to save that from a cost perpsective but they loose ~$12,000 through their register.They loose my fuel spend as well which is another $3K gone. I'm sure I'm not the only one in this situation, its up to them.
 
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ellen10

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Yes I admit I direct most of my grocery shopping to Woolies because of the QFF earn.
My local IGA has better access and parking and I can get most things there with little, if no waiting at the checkout.
I only buy my petrol for QFF points, would definitely change that spend.
 
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burmans

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Hi,

I have had several email requests for a fuller recollection of the discussion and scenarios in my recent interactions with Woolworths EDR surveys. Please could other posters join in with theirs as I would be interested to know how targeted they were and did they offer different scenarios .

Here goes.

First the personal interview and then the online survey.

It was harder to remember the interview as it was all verbal except for some printed scenarios.
Almost all questions in the “one on one” session related to my satisfaction with the ability to use QFF points earned as part of the Every Day Rewards program from the big 4 ( Woolies, Big W, BWS, Caltex). His introduction referred to, among other things, Qantas status levels and ability to get international travel with Qantas in terms of upgrades and business award seats.

There were some questions re preference for alternative rewards from my EDR spend.

There were various scenarios presented including where “Woolworths” points could be converted to an “Australasian” ( their words) based airline’s FFProgram plus, in addition, the customer would be offered an elite “status” level increase once a certain predetermined threshold of “Woolworths” points were earned. The actual level varied in different scenarios. One I can remember was 50,000 (points I think not dollars).

Another scenario was the situation where QFF points were retained as a reward choice, with no change in terms of QFF earnings but, once again a certain spend threshold was reached , the points earn per dollar spent would double. The question was would this make me happier with getting QFF points. No! In my case as I want to use my points to travel to the USA and Canada for my spouse and myself .I just can’t get business class unless you have heaps of time, book 11 months ahead and are prepared to travel via HKG and accept a 12-24 hour stopover there.

There some reference to complaints, I assume to EDR, where customers were able to access a suitable reward on Qantas or One World, the flights were rescheduled or cancelled. The feedback was that without status, the ability to regain a close to previous schedule or retain the J seating or upgrade was problematic. Qantas customer service attitude was reported along the lines as not wanting to know the EDR customer without status. It sounds like some of our naive colleagues actually approached EDR for assistance in that situation.

The online survey was quite comprehensive taking over 30 minutes and in retrospect I should have captured some screen grabs for dissemination.

The questions were surprising complicated and actually required some thought.

It was a more general one aimed at increasing my shopping spend at Woolworths stores vs Coles, Aldi etc .

Some of the scenarios presented included continuation of earning QFF points but they were in the minority.

It appeared a devaluation was coming ie points per dollar earned eg as with in store Big W now. There was an scenario to make that more attractive by offering $s off certificates, goodies bags, cake for your birthday, and paying points from first dollar rather than after $30 and others I cannot remember.

The term “Woolworths Points “was regularly mentioned as an option.

When QFF was mentioned, the “conversion” was a two dollar spend getting one QFF point. There were questions re how useful QFF points were - even asking how useful they were for award vs upgrade and domestic vs international redemptions.

I guess that less than 10% of scenarios gave an option to continue earning QFF points as a reward

My overall impression was that

QFF points earn are on the way out

EDR is aiming to reduce your overall reward earn.

I hope this helps.
Am not sure I really agree with your conclusions, most organisations regularly review their alliances/marketing etc. and as such will consider other options. However I would say 70-80% of the time they pretty much keep with what they are doing, albeit with some tweaks, as opposed to fundamentally changing.
 

JohnK

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They may think its costing them and beancounters aways look to cost , but currently the 8K points or there abouts I earn cost them about $80-100.They can choose to save that from a cost perpsective but they loose ~$12,000 through their register.They loose my fuel spend as well which is another $3K gone. I'm sure I'm not the only one in this situation, its up to them.
A few people on AFF and some outside of AFF will care about the changes and perhaps switch to Coles or IGA.

The majority of people such as my parents couldn't care and are not going to change their shopping habits. They will continue to shop at Woolworths. In fact even now I notice heaps of people shopping at both Woolworths and Coles who do not have an EveryDay rewards card or Flybuys. I mention Everyday Rewards to a few people at work and I get blank stares.
 

BillytheFIsh

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I must admit I don't carry my WOW MC in my wallet most of the time and so do miss out when I get stuck with doing the shopping. I'm sure my Mrs' QFF balance is doing alright out of it though.

I'd shop at Woolies over Coles and IGA any day - points or no points. Perhaps its Stockholm Sydrome - I worked in produce there for 5 years in my teens.
 

jlien

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Despite the fact that I literally live a 5 minute walk from a coles, I prefer woolies for primarily because I can't use coles fuel vouchers with my motorpass card, but can with woolies vouchers.

QFF points are just icing, if they got axed completely it wouldn't phase me too much, as long as they offer something good in return. Coles on the other hand, have been outdoing woolies with offers for awhile now, offering $5 here , $10 there, for my spend, far in excess of the 250 point offers or so that I get from woolies.
 

Buzzard

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Even with QFF points we shop at Coles.
Easier to get to, better to park at plus other shops we go to at the same location.
Yes we might miss out on 100 to 150 points but still earn via credit card @1.5/S1
Sometimes use a Coles gift card purchased less 5%
 

Natalie_B

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I didn't shop at Woolworths much before EDR, however probably 90% of my shopping is now done there since.


I live in between Coles and WW. Coles has better parking but it doesn't stock all of our favourites.


I'd probably return to Coles purely for convenience if the EDR program didn't exist.

I do miss the good old days of select and macro offers. These were great ways to boost my points haul. I was never a huge buyer of quantities and its a pity that EDR had to stop these offers.
 

samh004

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I am intrigued by a promotion that would give elite status after a certain amount of points had been earned, and also a doubling after a certain amount, but if the earning potential is enhanced to $2/1 point or Qantas was dropped completely, I'd consider voicing my displeasure with a removal of my spend. I do like the brand, but I'm not always getting the best deal, we both get something out of the relationship... I'd rather see them expand to include purchases at Masters (where I've started spending time over Bunnings... but would stop with if they went the other way).

Sounds like they're not going to realise what they've got until they lose it.
 

coles525

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Just completed a paid online survey (EMC / RC) which the end is asking permission to use my EDR member number to gather more info (I will say yes, don't really care, as I only use the EDR card when over $30!):

[h=2]Thank you for your answers to this survey, which is being conducted on behalf of Woolworths/Safeway Everyday Rewards.

To help us to form a better understanding of what is important to Everyday Rewards members, we would like to be able to match your answers to this survey with your Everyday Rewards history. To do this, we need your permission and your Everyday Rewards number.

Please note: Agreeing to this part of the research is entirely optional. If you do agree, no identified personal information will be passed from Woolworths/Safeway to SMPR. SMPR will delete all records of your Everyday Rewards number as soon as the matching process is complete.

Please indicate below whether or not you give your permission for Woolworths/Safeway to share your Everyday Rewards history with SMPR for the purposes of this research project.

[/h]
  • Yes, I give permission for Woolworths/Safeway to share my Everyday Rewards history with SMPR for the purposes of this research project
  • No, I do not give permission for Woolworths/Safeway to share my Everyday Rewards history with SMPR



Thank you for agreeing to share your Everyday Rewards history. To enable this, please enter your Everyday Rewards number below.

This is the 13 digit number on the back of your Everyday Rewards card below the barcode.
 
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