Woolworths backflips on Everyday Rewards discount after backlash: 'I'll sign back up'

Shoppers were fuming when they learned their discount could no longer be used online.

Woolworths has backflipped on a decision to change how an Everyday Rewards benefit could be claimed after customer backlash.

Grocery shoppers who joined the popular Woolworths Everyday Rewards Extra subscription service when it was launched last year were furious when the program scaled back on discounts and the annual subscription fee increased from $59 to $70 a year in July.

Shoppers were also advised a 10 per cent discount on a Woolworths and BIG W shop once a month could only be claimed in-store and no longer online, but that will now change from tomorrow.

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Woolworths online website cut with a picture of a person holding an Everyday Rewards card.
Woolworths has reversed a decision to strip away an Everyday Rewards Extra benefit online. (Credit: Woolworths/Supplied)

“After carefully listening to customer feedback, we’ve heard that our Everyday Extra subscribers want the option to redeem their monthly discount in-store, or online,” a spokesperson told Yahoo Finance.

“As a result, from

November 1, we will be reinstating the option for our Everyday Extra subscribers to redeem their 10 per cent monthly discount online, when shopping at Woolworths and BIG W.

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Many subscribers said removing the online shopping option for discounts was a dealbreaker and expressed disappointment with the changes and the price rise in light of the cost-of-living crisis.

“I pay a yearly delivery subscription so I never have to go in-store,” one said.

“I’m frustrated that it can’t be used online. I have a toddler and hate going in-store to do my big shop.”

Another said the removal of the online option was 'ableist' because many Australians don't have the option to shop in-store due to disabilities, age or being in remote areas.

Everyday Rewards said there were hopes the change would help “subscribers to unlock even more value this Christmas and for the year ahead”.

“Everyday Extra subscribers can also redeem their discount on Everyday Rewards ‘Member Price’ products, to generate even more savings at the checkout.”

Shoppers have welcomed news of the decision being reversed.

“Hang on …. is online back? As I’ll re-sign up if that’s the case,” one said.

So what were the Everyday Rewards Extra changes?

From the beginning of July, subscribers have been:

  • REMAIN: Charged $70 per year (previously it was $59)

  • REMAIN: Earning 2X points with each shop instead of 3X

  • BACKFLIP: Only able to access the 10 per cent discount in Woolworths and Big W in-store rather than online

Everyday Extra is a monthly subscription program for Everyday Rewards members that costs $7 a month or $70 annually.

Once deducting the fee, there’s about $25-$30 worth of value to claim back from the program each month, or $300-$360 a year.

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