Top Loyalty Programs in New Zealand: Trends & Insights

Loyalty in New Zealand is evolving faster than ever. Traditional programs like Fly Buys and AA Smartfuel have ended, making way for new, digital-first loyalty solutions that deliver personalized experiences consumers expect.

Whether you’re a retailer, hospitality provider, or service business, understanding the current landscape of customer loyalty in New Zealand is essential to attract and retain customers in today’s competitive market.

In this article, we’ll break down the top loyalty programs shaping New Zealand, reveal the biggest loyalty trends, and explain why smart, data-driven loyalty solutions are crucial for business success.

Loyalty New Zealand: News and Trends

Customer loyalty in New Zealand has come a long way. Today’s consumers expect more than just points or discounts: they want meaningful, personalized rewards that reflect their preferences and values.

Here are some of the key loyalty trends shaping New Zealand right now:

• Digital transformation: Customers are embracing loyalty programs that offer seamless mobile experiences and instant rewards. Apps and digital wallets have become the norm, replacing physical cards for many brands.
• Personalization powered by data: Brands that use customer data responsibly to tailor rewards and offers are seeing higher engagement. New Zealand businesses are catching up globally by adopting AI-driven loyalty platforms that deliver relevant, timely incentives.
• Younger generations leading the charge: Under-35s in New Zealand are more enthusiastic about loyalty programs than ever, and they especially like to join gamified and tiered programs that feel fun and rewarding.
• Ethical and sustainable loyalty: Consumers increasingly prefer loyalty programs that reflect sustainability and ethical business practices, rewarding behaviors beyond purchases, such as recycling or community support.
• Shift to proprietary programs: With legacy programs like Fly Buys closing, many Kiwi brands are building proprietary loyalty solutions to own their customer relationships and data, an opportunity to create unique, engaging experiences.

According to Visa, 97% of New Zealanders are members of at least one retail loyalty program, showing that loyalty remains a powerful driver of customer behavior.

Top Loyalty Programs in New Zealand

New Zealand may be small in population, unlike its neighbour, Australia, but its appetite for loyalty is anything but. Consumers are increasingly savvy and expect more than just a plastic card and occasional discounts.

They want flexible rewards (experiential, or even cash), real-time value, and brand relationships that feel genuine. Here are some of the most influential and effective loyalty programs currently shaping the market in New Zealand:

1. Woolworths Everyday Rewards

Originally known as Countdown’s Onecard, this program underwent a major overhaul in 2023 and re-emerged as Woolworths Everyday Rewards.

The refreshed program offers points not only on supermarket purchases but also across a wider partner ecosystem, including BP fuel stations, Bunnings Warehouse, and more.

Why it works:

Woolworths has nailed the balance between daily utility and aspirational rewards. By linking groceries with travel, the program appeals to both value-seeking families and points-hungry travelers. Its seamless integration across touchpoints also makes earning and redeeming frictionless, doing the rest to convince their users.

2. Air New Zealand Airpoints

Arguably the most iconic loyalty program in the country, Airpoints by Air New Zealand lets customers earn Airpoints Dollars on flights and everyday purchases through an extensive network of partners, from credit cards to insurance providers and even wine merchants.

Because Air New Zealand is part of the Star Alliance, Airpoints members can earn and redeem points not only with Air New Zealand but also with other member airlines. Points can be redeemed for flights, upgrades, rental cars, and exclusive travel perks.

Why it works:

Airpoints taps into a powerful emotional driver: travel freedom. Whether you're flying for business or planning a family holiday, Airpoints makes your next getaway feel more accessible. Its strong ecosystem of partners also ensures Airpoints members are rewarded even when they’re not in the air.

3. New World Clubcard

New World, one of the country’s major supermarket chains, offers a Clubcard program that blends traditional grocery and food rewards with a layer of flexibility. Shoppers can earn Flybuys or Airpoints Dollars, depending on their preference, or accumulate New World Dollars to spend directly in-store.

Why it works:

The ability to choose your reward path makes Clubcard more personal than many supermarket schemes. Whether you’re stocking up for a BBQ or collecting points toward your next flight, New World lets the customer define the value. Plus, its consistent in-store experience builds long-term trust.

4. Z Energy Smiles

Z Energy’s Smiles program rewards customers for spending on fuel, coffee, car washes, and convenience items. Members earn points that can be converted into fuel discounts or that customers can exchange for rewards like charity donations or free products.

Why it works:

Fuel is a high-frequency, high-value category, and Z Energy understands that loyalty in this space is about ease and immediacy. Smiles gives customers instant gratification and even emotional satisfaction through charity options.

It's also one of the few programs in the fuel sector to actively encourage brand preference, not just price sensitivity.

5. Maccas Rewards

McDonald’s New Zealand has gone fully digital with Maccas Rewards, an app-based loyalty experience that rewards customers with exclusive offers, birthday surprises, and gamified challenges. Members earn points for purchases and unlock rewards as they engage with the app over time.

Why it works:

Maccas Rewards taps into behavioural triggers like fun, surprise, and progression. This makes the program especially appealing to younger, mobile-first consumers who expect interactive, personalised experiences from their favourite brands.

Why Loyalty in New Zealand Is a Big Opportunity for Your Business

In today’s New Zealand market, loyalty programs can directly impact your bottom line. Studies show that:

• 61% of New Zealand customers shop more regularly with brands that have loyalty programs they like.
• 37% are willing to spend more with brands that recognize and reward them.
• One in three customers has been influenced to try a new brand because of its loyalty program, with that number rising to over 50% among younger adults.

With these facts in mind, businesses that invest in modern, flexible, and data-driven loyalty solutions can increase customer retention, boost average spend, and attract new customers, all while building stronger, more personal relationships.

How White Label Loyalty Can Help You Build the Best Loyalty Solution

White Label Loyalty offers a cloud-based, modular loyalty platform designed to meet the unique needs of New Zealand businesses. Whether you want a fully custom loyalty program or want to power your existing marketing stack with a flexible API, our platform helps you:

• Reward any customer action, not just purchases. Drive reviews, referrals, membership, social engagement, and more with the right benefits.
• Deliver personalized campaigns with real-time data to improve ROI and customer satisfaction.
• Scale your loyalty program as your business grows, with options from easy-to-launch microsites to full enterprise solutions.
• Ensure customer data is handled securely and ethically, building trust with your audience.

For example, Burger King Switzerland launched a loyalty program in just three months using White Label Loyalty’s platform. With receipt scanning (not POS integration) and a microsite embedded in the existing app, they achieved a 44% repeat visit rate and processed over 800,000 loyalty events, despite having multiple franchisees and POS systems in play.

That’s the kind of scalable, flexible loyalty solution New Zealand businesses need if they’re moving away from legacy platforms toward frictionless, digital-first engagement.

If you’re ready to take your loyalty programme to the next level and connect with New Zealand's customers in a meaningful way, get in touch with White Label Loyalty today.