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The new program which could see Coles shoppers get cheaper groceries

Coles is quietly rolling out a premium subscription tier to its flybuys loyalty program, to offer shoppers discounted groceries, free home delivery and access to a movie streaming platform.

Memberships to flybuys max will cost $10 each month, or $99 for the year, entitling subscribers to a five per cent discount on all fresh produce and meat, in addition to other benefits like bonus loyalty points.

The premium program includes free home delivery on all Coles online orders over $50, plus access to unlimited video streaming on the website MuviNow and discounts on cinema and theme park tickets.

The program will also offer discounts on bookings made through the flybuys travel portal, Fairfax News reports.

Coles is quietly rolling out a premium subscription tier to its flybuys loyalty program, to offer shoppers discounted groceries. Source: Getty
Coles is quietly rolling out a premium subscription tier to its flybuys loyalty program, to offer shoppers discounted groceries. Source: Getty

Members will have the option to earn 10 flybuys points for every dollar spent on fresh food at the supermarket, compared to the standard flybuys rate of one point per dollar. Bonus fuel points at Coles Express service stations will also be available at the same rate.

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As part of the initial rollout, Coles has reportedly only made the flybuys max program available to employees and their family and friends, who have been asked to keep the scheme “confidential”.

However, despite the request to keep the news off social media during an initial two-month trial, the cat appears to be out of the bag.

Coles confirmed the program to Yahoo7 on Wednesday, saying flybuys max was developed to offer members a range of benefits like discounts on fresh food and entertainment, free online delivery, and bonus points.

The flybuys max loyalty program will entitle subscribers to a 5 per cent discount on all fresh produce and meat, as well as free delivery. Source: Getty
The flybuys max loyalty program will entitle subscribers to a 5 per cent discount on all fresh produce and meat, as well as free delivery. Source: Getty

“It’s currently being tested with a small group of members so that we have the best possible offers available when it rolls out nationally,” said Alex Chruszcz, General Manager Loyalty, Insights and flybuys.

“The feedback so far has been very positive and the plan is for the offers to evolve.”

Mr Chruszcz said the supermarket planned to expand its flybuys program to make it more “rewarding” for customers by working with leading Australian brands.

Woolworths has been contacted to determine if they are considering a similar premium loyalty subscription.