The Woolworths Everyday Rewards program at over 12million members is Australia’s largest customer loyalty scheme. Members earn points on their shopping when they shop at Woolworths Group companies (Woolworths Supermarkets, Big W, BWS, Ampol). When the member has accrued 1000 points, those points can then be used to gain discounts on their shopping. Members can also opt to link their points to the Qantas Frequent Flyer program to get cheaper flights or redeem in the Qantas store. Of those 12 million members however only about 35 % have been shown to be "active" users, scanning their card regularly at the checkout.The rest have signed up but swipe the card fairly infrequently. Addressing that drop off, converting the 65% to “active” users is the problem to address.