Supermarket giant Coles has launched a new online payment method in conjunction with customer loyalty program Flybuys.
Flypay allows customers to collect points through a speedier online checkout process by removing the need to enter payment and delivery information separately. Flybuys member details are also stored for faster transactions.
The payment platform is available to customers shopping on Coles Liquor sites, including Liquorland, Vintage Cellars, First Choice Liquor and First Choice Liquor Market, with more Coles brands to be added in the coming months.
Coles’ former parent company Wesfarmers retained a 50 per cent interest in the loyalty program after the $20 billion demerger of the supermarket in November 2018 and appointed digital expert John Merakovsky as chief executive.
Nearly a year later, Wesfarmers and Coles injected another $16 million into the loyalty program to support growth plans.
Merakovsky said the platform “simplifies the online checkout process and allows flybuys points to be awarded on eligible purchases using Flypay”
Digital retail specialist Jonathan Reeve told Inside FMCG that the big benefit for customers is convenience.
“It takes fiddly steps out of the checkout process and helps the retailers compete against the likes of Amazon, who set the bar high with single-click ordering,” he said. “flybuys benefits because it will increase the number of transactions linked to the scheme.”
In February, Wesfarmers reached a deal to sell a 4.5 per cent stake in the supermarket giant for $1.05 billion, while retaining a minority interest of 10.1 per cent along with its right to nominate a director on the Coles Board.