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Best and Worst Loyalty Programmes in New Zealand - What You Need to Know

Explore New Zealand's best and worst loyalty programmes - we outline what you need to know, with tips on data privacy, rewards value, and avoiding pitfalls
Updated 13 October 2025
Summary
  • New Zealanders are being systematically let down by many loyalty programmes that promise savings but deliver data harvesting, manipulative pricing and minimal "rewards".
  • Our comprehensive guide exposes the poor value of 'loyalty' programmes clogging up phones and wasting people’s time, all while sharing unprecedented amounts of data and, in some cases, gamifying shopping habits. We also look at good programmes you may want to consider.
  • In October 2025, MoneyHub Founder Christopher Walsh discussed loyalty programs on the afternoon RNZ show with Jesse Mulligan - you can listen to the interview here.

Our guide covers:
MoneyHub Founder Christopher Walsh shares his view on the loyalty programmes debate:

"There's an argument that people shouldn't complain about loyalty programmes - the deal was never secret. You let companies track your shopping behaviour to identify trends, and they give you small discounts in return. That's the transaction.

However, there are legitimate concerns about how these programmes evolve. Take Woolworths' new Everyday Rewards scheme - it has a particularly nasty hook. Previously, if they offered bonus points, you simply swiped your card and received them automatically.

Now you have to log into their website or app and manually 'activate' each boost before shopping. I don't like this and am certain many shoppers miss out because they don't realise this fundamental change.

This exemplifies the problem - companies barely offer meaningful rewards as it is, and now they're adding hoops to jump through just to access what little they do offer. When you see the aggressive price differences on social media posts, it creates a lot of friction with everyday shopping.

The broader issue isn't the original concept of trading data for discounts - it's how companies systematically worsen these programmes once they've captured enough customers. What started as a straightforward value exchange has become a maze of manipulative practices, expiring points, forced app usage, and now manual activation requirements.

My position? If you understand what you're trading and find the exchange worthwhile, that's your choice. But consumers deserve transparency about these degradations, and companies should be held accountable for their increasingly predatory practices. This guide aims to arm you with the facts to make informed decisions.
Christopher Walsh
MoneyHub Founder

Our Top Five Worst Loyalty Programmes

Know This First: The mental effort required to track points, activate "boosts", and calculate points and reward values often outweighs any actual savings. One Reddit user put it perfectly: "The stress and time it takes to calculate all this in your head is just exhausting".

The real trap? These programmes are designed to make you spend more with one retailer rather than shopping around for genuine bargains. You might save $15 after spending $2,000, but miss out on hundreds in savings by not comparing prices across different stores. As another user noted, "The mental effort to maximise reward points will distract you from good deals". We agree.

Our view: If you must use these programmes, scan your card for whatever minimal benefit it provides, but never let it influence where or what you buy. The best "reward" is simply spending less by shopping wisely, not chasing points that barely cover the petrol used driving to that specific store.

Our least-favourite loyalty programmes:

Woolworths Everyday Rewards

​Why we don't like it:
  • Spend $2,000 to get a $15 voucher (0.75% return)
  • Woolworths markets products for sale with a points “boost” - Consumer’s 2023 snapshot study showed that “buying boosted products is more likely to benefit the supermarket rather than the shopper”

Our view: We're not fans of the gamification of points 'boosts' when shopping, and when Consumer looked into it in 2023, they failed to see the value for the shopper.

Reddit posts have criticised the programme, even vowing to leave it, and reported instances where there is a member price of $12 for a chicken but non-members pay $17, arguing it's an insult to people who don't have phones, are elderly, disabled, or just don't want to sign up for an arguably invasive loyalty programme. And then there are the instances of human error voucher emails in July 2025 and, before that, in May 2024, where Woolworths apologised to disappointed customers.

We believe Woolworths (like other supermarkets who do the same thing) has created artificial two-tier pricing to force data collection. The "savings" are questionable and the rewards are poor for the amount of spending required. 

Subway SubCard

Why we don't like it:
  • The programme used to be sticker based, where 10 subs could be exchanged for one free with paper cards
  • Now, it’s an app-only system prone to glitches that is far less rewarding; we estimate you need to buy 25-30 subs to get one for free. 
  • How much you earn is vague, with the terms and conditions stating “the actual value of the reward dollars you receive depends on the promotions currently running. The best way to see how many reward dollars you are getting is from your receipt”.

Our view: The downgrade has made the programme much less valuable - we don’t like it at all.

Farmers Club

Why we don't like it:
  • You need to spend a lot - $2,500 to earn $20 off (0.80% return) on home products, although fashion products require a $1,250 spend, and the beauty section is the best at $250 for $20 (8% return). You can see the different earn rates here. 
  • Farmers may not be the cheapest for beauty products given the popularity of Chemist Warehouse - Reddit discussions explain the pricing differences. 
  • Points collected in Beauty and Fashion expire 6 months from the date of purchase, points collected in Home and Stevens expire 12 months from the date of purchase. This has made it hard for Farmers shoppers to earn a $20 voucher, as outlined in this Reddit post.

Our view: We’re not a fan - Farmers arguably doesn't lead with the lowest prices across their offering, and expecting someone to spend $2,500 to earn a $20 voucher doesn’t seem to suggest any form of loyalty or customer care, especially with the aggressive nature of expiring points.

Z Energy Rewards

Why we don't like it:
  • 1 point per $1 on fuel, need 500 points for a "free" coffee, pie or sausage roll
  • Effectively a 0.8% discount when redeemed for fuel vouchers
  • The general belief is that Z Energy does not have the cheapest fuel - other options could be cheaper.
  • Requires app usage - physical cards are being phased out, although Z is offering new members 20c off per litre on your first three fills (up to 100L), one free barista-made drink and an instant 300 bonus points.

Our view: You’ll need to spend $500 on Z Energy’s fuel and get one coffee worth $5. Meanwhile, drivers visiting Costco, NPD or Waitomo (where available) may save $3-10+ per tank immediately - we suggest downloading Gaspy for more details and see where the savings are. 

Repco Rewards

Why we don't like it:
Our View: Repco is arguably a store where many people shop, maybe once or twice a year - we don't believe the rewards programme is rewarding the typical customer given the aggressive expiry of points.

Our View: Most loyalty programmes operating in New Zealand follow the same playbook

Overall, we believe:
Most loyalty programmes operating in New Zealand follow the same playbook
  1. Devalue rewards over time (for example, Subway moving from buying 10 subs to 25+ subs)
  2. Shorten expiry periods (for example, Repco moving its points expiry period from 365 to 90 days)
  3. Force app adoption (tracking and data harvesting)
  4. Create fake two-tier pricing (the supermarkets are the worst for doing this, and we think it's outrageous)
  5. Harvest maximum data for minimum reward (the 'rewards' get less generous, while prices generally keep going up).

It’s arguable that many of the programmes have become data collection schemes disguised as "rewards" or "savings." We like the fact that Pak'n'Save, for example, doesn't have a loyalty scheme (other than coffee vouchers) and has one price for every customer.

Loyalty Programmes Delivering Value - The Rare Exceptions

After exposing the poor value of most loyalty programmes, we must acknowledge that a small number deliver better returns. These programmes still collect your data and encourage brand loyalty, but they offer more reasonable compensation for what they take.

Important: While these programmes collect your personal information, the difference is that they provide more meaningful returns rather than insulting customers with minimal rewards and hassle.

Programmes that might be worth considering:

Air New Zealand Airpoints - For Frequent Flyers

What it offers:
  • Direct redemption: 1 Airpoints Dollar = $1 toward flights (offering transparent value)
  • Points remain valid with activity every 4 years
  • Status benefits provide real value, such as lounge access, extra baggage, and priority boarding for Gold and Gold Elite members
  • No blackout dates

How it rewards you:
Know This: The everyday spending earn rate remains low compared to what's on offer overseas, but for anyone flying four or more times annually with Air New Zealand, the prospect of free flights from credit card spend is helpful.

Our View: For frequent Air New Zealand flyers, the programme offers value, especially with status benefits. For occasional flyers trying to earn through credit cards, the returns remain average.

Hotel Loyalty Programmes (Accor ALL, Marriott Bonvoy)

What they offer:
  • Points expire only after 12-24 months of no activity
  • Elite status provides tangible benefits: room upgrades, welcome drinks, late checkout, breakfasts
  • Points can be redeemed at properties worldwide
  • Redemption values are generally transparent

How it rewards you (Accor ALL example):
  • Earn: 2-10 points per €1 spent at hotels (~$1.80 NZD)
  • Redeem: 2,000 points = €40 discount (~$70 NZD)
  • Effective return: 4-10% on hotel spending

Know This: These programmes​ only benefit regular hotel users, who will get cheaper member rates, perks and special offers. Business travellers can extract significant value from elite perks once loyalty grows. Casual travellers will find limited benefit unless they concentrate their stays with one chain - arguably, Accor, with its range of Ibis, Novotel and Mercure hotels throughout New Zealand, offers the widest selection.

American Express Membership Rewards (For Above-Average Earners and Spenders)

What it offers:
How it rewards you:
Know This: AMEX offers what other credit cards can't - generous rewards. However, annual fees can eliminate value for casual users. With wide acceptance throughout New Zealand, AMEX continues to offer more to its cardholders.

Be Aware: Even for "Better" Programmes, They May:

  • Track every purchase and build behavioural profiles
  • Share data with partners and marketing companies
  • Use psychological tactics to increase spending
  • Devalue rewards without notice
  • Require significant spending to achieve meaningful returns

The Bottom Line

Loyalty programmes are designed to create the illusion of savings while extracting maximum value from you, both financially and through your data. The house always wins, and in this case, the house is also selling your information to the highest bidder.

Our view is simple - if the "reward" seems too small to matter, the real product being sold is you. Our research team wishes to thank the endless work of Consumer NZ and their ongoing analysis. This guide will be updated as companies inevitably make their programmes even worse.

Red Flags: When to avoid a 'Loyalty' program

Any loyalty programme with these features should be avoided:
  • Points that expire in under 12 months
  • Less than 2% return on spending
  • Requires app installation (not just card)
  • Two-tier pricing (member vs non-member)
  • Vague privacy policies mentioning "partners"
  • Pressure to link other accounts
  • No transparency about data usage​

Frequently Asked Questions

Our questions focus on data protection and making sure you get a fair deal. If you have questions specific to a loyalty programme, please contact the programme directly. 

Are loyalty programmes that bad? Isn't free money still free money?

There's no such thing as "free" in loyalty programmes. You're not getting free money - you're being paid a pittance for your personal data while companies use sophisticated psychological tactics to increase your spending.

​Here's what you're really trading:
  • Your privacy: Every purchase links to your identity, building a permanent profile of your habits, preferences, and vulnerabilities
  • Your shopping freedom: Programmes create mental friction that stops you comparing prices. You'll drive past cheaper retailers to earn points at "your" retailer
  • Your time: Calculating points, activating boosts, checking expiry dates - this mental load has real value that far exceeds any rewards
  • Your money: The biggest cost is invisible - loyalty members may spend 10-30%+ more because they chase points instead of genuine bargains

Why are companies suddenly making loyalty programmes worse?

Because they can, and because New Zealand law lets them. The pattern follows a typical playbook - once companies hook enough customers, they systematically degrade the service. Subway went from 10 subs for one free to 28 subs. Repco cut the point validity from 365 to 90 days. The list goes on.

What's this about two-tier pricing for supermarket cardholders? Is that even legal?

It's legal, but we don't like it. They've created artificial "member" prices that aren't leading, and Consumer's report confirms this.

What data are they collecting? Surely, just what I buy?

They're collecting:
  • Every item, quantity, brand, and time purchased
  • Your location patterns (which stores, when, and how often)
  • Payment methods and spending power estimates
  • Cross-referenced data from partner programmes
  • Behavioural patterns for predictive AI modelling

Know This: We observed a case where a loyalty member discovered their programme and its data partners knew they were pregnant before they'd told anyone, based purely on purchase patterns.

Where does my data go? Who's buying it?

Generally, data is in demand. Your data may be sold to:
  • Insurance companies (buying too much alcohol? This may affect premiums)
  • Credit agencies (spending patterns affect loan applications)
  • Marketing firms (targeted manipulation across all platforms)
  • Data brokers (who resell to anyone)
  • Government agencies (in some cases)
  • Any "partner" mentioned in the company's privacy policy

Can I see what data they have on me?

Yes - and you can demand it. Under the Privacy Act 2020, you can request all data held about you. Contact the retailer directly. 

Can I just use fake details to sign up?

You can, including:
  • Fake names ("I.M. Fakename", "Nunya Business")
  • Burner email addresses
  • Old addresses you no longer live at

It's not illegal to lie to companies trying to 'reward' you.

Should I just shop elsewhere?

You can vote with your wallet:
  • Pak'n'Save has no loyalty scheme
  • NPD/Gull have transparent discount days
  • Local fruit stores and markets don't data mine​

Is there hope for change?

Unlikely in the short term - California has strict data laws with regards to loyalty. New Zealand can too, but only if consumers complain - every time you accept these programmes​, you vote for them to get worse. Every time you resist, you vote for change.

Why do companies harvesting data and offering very little value or rewards think they can get away with this?

​Because historically, they have. They count on:
  • Consumer apathy
  • Reliance on small, tokenistic rewards
  • Fear of missing out
  • Lack of coordination among opponents
  • Government inaction

Don't Have a Loyalty Card But Want the Discount? - You May Have a Chance of Getting It

The legal situation is murky, but you have some leverage to insist they scan their card. However, you may be able to challenge this, although the process could escalate quickly given you may need to suggest their behaviour breaches consumer law. We publish this for reference - the success will depend by store and retailer.

As a background, the current legal framework does not protect consumers:
  1. There is no specific law against loyalty pricing. Unfortunately, New Zealand doesn't have explicit legislation prohibiting two-tier pricing based on membership. The Commerce Commission has acknowledged many such issues with supermarket pricing.
  2. The Consumer Guarantees Act 1993 doesn't directly address loyalty pricing, but requires:
    • Clear pricing display (both prices must be shown)
    • No misleading or deceptive conduct
    • Services are provided with reasonable care and skill
  3. The Fair Trading Act 1986 prohibits:
    • Misleading or deceptive conduct in trade
    • False representations about price
    • But doesn't explicitly ban member-only pricing
  4. The Human Rights Act 1993 is potentially relevant for:
    • Age discrimination (e.g. the elderly - not all can use the apps)
    • Disability discrimination (those unable to use technology)
    • But, again, commercial pricing isn't clearly covered

What Can Work:
1) Store policy loopholes:
  • Some stores allow staff to scan a store card for customer convenience, although we are hearing reports of this being scaled back. When it's allowed, this is often at staff discretion or informal policy, and some staff do it to avoid confrontation or speed up queues.
2) If you're refused a store card scan, your best arguments include:
  • "I'm unable to access the app due to [disability/age/technology]" - Creates a discrimination concern
  • "The advertising showed this price without mentioning membership" - Fair Trading angle
  • "I'm a temporary visitor" - Some stores have provisions for this
  • "My phone is broken/flat" - A Practical argument that often works

What you can legally do:
  • Request they honour advertised prices (if membership wasn't clearly stated)
  • Ask another customer to scan their card for you
  • Document if they refuse service to elderly/disabled customers
  • Complain to the Commerce Commission, which builds a case for future regulation
  • Leave negative reviews about discriminatory practices

Current Commerce Commission Position: Their 2021 report, Consumer behaviour and preferences in the New Zealand retail grocery sector, says a lot about supermarket loyalty programmes​. They found:
  • "There is a sense of satisfaction when making savings through supermarket loyalty programmes, however savings are not always understandable and overall, they are considered confusing".
  • "Most participants were members of at least one supermarket loyalty programme.  Many expressed an emotional connection to collecting the points associated with supermarket loyalty programmes and satisfaction at receiving a special members discount".
  • "Whilst some did follow their points balance closely, most were generally unaware of the extent of the discount they received and had limited knowledge of the value associated with the points they earned".
  • "Overall, loyalty programmes are generally considered to be confusing. Many participants expressed a desire for more honesty and transparency in the pricing available through the loyalty programmes".
  • "Many recognise the retailer benefits of loyalty programmes and that it can provide them with a means to contact and target promotions to consumers.  However, not all are aware of this or had reflected on it initially prior to the discussion". 
  • "Upon prompting, it did raise some questions around how this data is used by supermarkets and some saw this as an opportunity to improve the personalisation of the overall shopping experience".

Our View: The law hasn't caught up to these practices yet. Your power comes more from public pressure, store policy flexibility, and building the case for future regulation rather than current hard legal requirements.
Related Resources

Credit Cards and Rewards
Supermarket Guides
General Savings Guides