Thursday, June 5, 2025
Australia’s iconic department store, David Jones, is set to revolutionize the shopping experience by forging an exciting new loyalty partnership with Qantas Frequent Flyer. This collaboration is designed to benefit both avid shoppers and frequent travelers, with a new loyalty program, David Jones Rewards, slated for launch later this year.
For the first time ever, customers will have the flexibility to earn and redeem either David Jones Rewards Points or Qantas Points during their shopping trips, both in-store and online, across David Jones’ 40 locations nationwide. This groundbreaking move offers millions of Australians a unique opportunity to earn rewards on their everyday purchases.
Through this partnership, David Jones shoppers can convert their Qantas Points into a variety of exciting travel perks, including access to over 20 million reward seats, flight upgrades, hotel stays, and much more via the Qantas Frequent Flyer program. The program is already a popular choice, with more than half of Frequent Flyers actively earning points through retail purchases in the past year. As the partnership rolls out, it’s expected that David Jones will unlock billions of additional Qantas Points for its loyal shoppers in the years to come.
This innovative partnership is poised to enhance customer loyalty, offering a new dimension to the shopping experience while creating more value for travelers across Australia.
David Jones CEO Scott Fyfe said: “Our customers are at the heart of the 187-year-old David Jones business, and we look forward to recognising and rewarding them with a new market leading premium loyalty experience.
“We are incredibly proud to bring together two iconic Australian brands as we prepare to launch the new David Jones Rewards program. Of the 55 million visitors to our physical stores and 110 million visitors to davidjones.com each year we know a large number of our customers are also frequent flyers, so we’re thrilled to welcome the national carrier to our department store and give Qantas members access to the David Jones premium brand curation.
“The new David Jones Rewards program is a key initiative under our Vision 2025+ strategy, which delivers a solid runway towards future growth and, most importantly, will deliver millions of Australians more choice, more value, and more rewards.”
Qantas Loyalty CEO Andrew Glance added: “There are few retailers more iconic than David Jones, and we are delighted to welcome them onboard as one of our flagship partners. One in two Qantas Frequent Flyers already shop regularly at David Jones, and once live, will offer members even more opportunities to be rewarded when shopping the brands they love.
“The number of points members have earned through retailers has doubled in the last five years, and we anticipate it will double again by 2030, as we expand our footprint across a growing range of retail categories.”
Since its inception in 1987, Qantas Frequent Flyer has become one of Australia’s most extensive loyalty programs, with a membership base exceeding 17 million. A remarkable two-thirds of all Qantas Points are earned through non-flight activities, including retail purchases, financial services, insurance, and health and wellness transactions. Notably, 35% of all credit card spending in Australia is made using a Qantas Points-earning card, further illustrating the program’s widespread popularity.
As part of its new initiative, David Jones is set to elevate the rewards experience with the launch of its dedicated mobile app. This app will serve as the central hub for the retailer’s rewards program, enabling customers to effortlessly link their Qantas Frequent Flyer memberships, track their points, and enjoy a range of exclusive benefits tailored to their individual shopping habits. The app will not only provide seamless integration for managing rewards but also ensure that David Jones customers have access to an enhanced and personalized shopping experience.
