Case Study - What is the Value of a Rewards Credit Card to an Average Ozzie Household
The Woolworths Everyday Money Credit Card offers an innovative rewards program.
The card delivers real, attainable and practical rewards that are earned on customers’ everyday shopping. Customers who earn enough points will automatically receive a Woolworths Everyday Money Shopping Card every four months.
In order to demonstrate the benefits of the Everyday Money Credit Card, we tracked the credit card spending of six ordinary households around Australia over a one to two month period. Their spending was analysed to identify the value of the rewards they could have earned if they:
• Had sustained this level of spending over a four month period; and
• Used a Woolworths Everyday Money Credit Card.
The Overall Study Results
• The value of the Everyday Money Shopping Card each household would have received after four months ranged from $20 to $110 (The average across the sample of six households would have been $70);
• The biggest spending household put $9025 on their credit card over two months, with $540 of this being in the participating Woolworths Limited stores. Had they sustained this level of spending over four months they would have accrued 19224 points and received a Woolworths Everyday Money Shopping Card worth $110;
• The lowest spending household put $2054 on their credit card over two months with $55 of this in the participating Woolworths Limited stores. Had they sustained this level of spending over four months they would have accrued 4218 points and received a Woolworths Everyday Money Shopping Card worth $20;
• Only one case study household did not spend anything at participating Woolworths Limited stores during the case study period, but they still would have received a Woolworths Everyday Money Shopping Card worth $30 after four months.
For the purposes of the case studies, spend at ‘participating Woolworths Limited stores’ refers to spend on products purchased at Woolworths or Safeway supermarkets, BIG W, CALTEX WOOLWORTHS/SAFEWAY co-branded fuel outlets, Woolworths/Safeway Liquorand Dick Smith Electronics Powerhouse and participating Dick Smith Electronics and Tandy stores.
Example Household Results
Tracey and Earl Emanuel - NSW
Tracey and Earl are both aged 35 and are the parents of two young boys – Jake (seven years of age) and Drew (two years of age). The family from Plumpton in Sydney’s west enjoy the great outdoors and spend their weekends four wheel driving and camping.
Tracey and Earle spent $4830.51 on their credit card over two months with $2072.30 of this being in participating Woolworths Limited stores. Had they continued at this level over four months they would have earned 13804 points and a Woolworths Everyday Money Shopping Card worth $80.
Marnie Bell – QLD
Marnie is a single 29 year old Insurance Sales and Service Co-Ordinator from Nundah in Brisbane. She is a shop keepers dream, loving nothing more than spending her spare time trawling the mall for clothes, luxury cosmetics and shoes – which Marnie freely admits are her greatest weakness.
Marnie spent $2054.33 on her credit cards over two months with $54.88 of this in participating Woolworths Limited stores. Had she continued at this level over four months Marnie would have earned 4218 points and received a Woolworths Everyday Money Shopping Card worth $20.
Karen and Andrew Stammers - NSW
Karen and Andrew are newlyweds living in Sydney’s inner west. The couple spend any money that doesn’t go straight towards the mortgage on clothing, books, hardware, eating out as often as they can and their puppy.
Karen and Andrew spent $8114.94 on their credit card over two months, with $202.22 of this being in participating Woolworths Limited stores. Had they sustained this level of spending over four months they would have earned 16634 points and received a Woolworths Everyday Money Shopping Card worth $95.
Case Study Notes
• The participants were asked to retain receipts and statements for all purchases made within the eight week case study in June and July.
• The participants were instructed not to alter their spending habits and to go about their shopping as they normally would.
• These case studies are for illustrative purposes only.
• The product trial does not include exclusive offers which will be offered to Everyday Money Credit Card customers from time to time.
• The Everyday Money Shopping Card is valid for three months and can be used to make purchases in a range of stores in the Woolworths group. Some exclusions apply
–please refer to the product on the Everyday Money Credit Card website fact sheet for full details.
• Please refer to the product fact sheet on the Everyday Money Credit Card website for full details of the rewards program.
The Woolworths Everyday Money Credit Card delivers rewards that are earned on customers everyday shopping. The marketing department of Woolworths commissioned this case study to help understand the value of the rewards program based credit card.