Coles rewarding healthy lifestyles

Date : 14 September 2016

In an Australian first, Coles will offer 10% discounts on fruit and vegetables to customers who reach step targets using an activity tracker.

Five 100,000 step targets will unlock discounts

Between 14 September and 30 November 2016, customers who wear compatible activity trackers, like a Fitbit, and are members of the Flybuys loyalty scheme, will be eligible to qualify for the promotion. Every time someone achieves 100,000, 200,000, 300,000, 400,000 and 500,000 steps, eligible members will receive 10% off the ticketed price of their fresh fruit and vegetable purchases in their next qualifying transaction. The most active shoppers will also be rewarded with bonus Flybuys points, plus whoever logs the most steps will win a trip for four people to Hawaii.

One in five Australians wear an activity tracker

Coles has launched the promotion since learning that one in five Australians now wear an activity tracker and that 40% say that eating more fruit and vegetables in 2016 is a number one priority. Participants need to link their activity trackers to their Flybuys account and each time they achieve 100,000 steps, they will receive an email notifying them of their achievement and resulting discounts.

Providing relevant rewards in a timely fashion

We have seen other retailers, like Walgreens in the US, look to reward customers through their physical activity in the past. However, this is the first time we have seen such an innovation in Australia. Flybuys General Manager, Adam Story, commented, "Flybuys is always trying to innovate and find new ways to offer relevant rewards to our members, bringing together some of our health partners such as Coles, Fitbit, Medibank, Garmin and Goodlife Health Clubs. We hope that it will encourage Flybuys members to make healthy choices this spring."