Shoppers were fuming after Woolworths revealed a raft of changes to its popular Everyday Rewards Extras program in May this year – but the retail giant has now backflipped on one of the most controversial changes.

Launched last year, the program offered discounts and rewards for members who paid an annual $59 subscription fee. This included a 10% discount on one Woolies shop and one BIG W shop every month either in store on online. And members were able to rack up 3x points on each shop at Woolies and BIG W.

But, in May, the supermarket giant announced a hike in the subscription fee, as well as reduced discounts, and other changes listed below:

Changes to Woolworths Everyday Rewards Extra Program

• The monthly 10% Extra Discount will only be available to use in-store at Woolworths and BIG W.
• Members will now collect 2x Everyday Rewards points on every shop at Woolworths and BIG W (in store and online), instead of 3x points.
• The annual subscription fee is increasing from $59 to $70, applicable from a member’s next renewal date after 1 July 2023.

However, Woolies has now announced that it has walked back the decision to allow the 10% Extra Discount to be used in-store only.

In a statement to shoppers, Woolworths said the monthly 10% Extra Discount will be available to use online from November 1 onwards, and that it’s return was due to ‘popular demand’.

“Thank you to our customers who took the time to provide us with feedback on our recent changes to Everyday Extra. We’ve listened, and we want to help you access more value with your Everyday Extra benefits wherever and however you choose to shop,” the statement reads.

“From 1 November, you’ll be able to redeem your discount online or in-store at both Woolworths and BIG W.

How to use your 10% Extra Discount online: 

1. Link your Everyday Rewards Card
   Make sure your Everyday Rewards Card is linked to your Woolworths or BIG W online account
2. Enter the promo code at checkout
   Find your promo codes in the Extra tab in your Everyday Rewards app, or online account under My Account > Everyday Extra

“You don’t have to do anything — if your subscription remains active from 1 November 2023, this change will automatically come into effect.”

Woolworths says annual subscribers who were eligible for three months free access to their plan as a result of the previous change will still be able to take advantage.

“We hope this change will make it easier for you to save this Christmas on festive favourites at Woolworths and gifts for your loved ones at BIG W. You can combine your Everyday Extra benefits with our new Everyday Rewards Member Prices at Woolworths and BIG W to unlock even more value when you shop.”

Anger At Initial Change

The changes earlier this year prompted hundreds of angry shoppers to take to social media to vent their frustrations at the changes.

Member Emma Tee wrote, “Just got the email about the every day rewards subscription! I only shop online $400+ a week at Woolworths. I’ll be cancelling my subscription today! Not worth it anymore. Shame on you!”

“Up until now I was actually telling friends how awesome this membership was.
I always order online either for delivery or pick up and to learn the discount doesn’t apply online has me wondering if I renew my next subscription. Living rural and a distance from my nearest Woolies, and 2 hours from BIG W, it was great to be included in a membership that meant I still got benefits the same as my town/city friends,” said Jaquie Nethercote.

Adam Carr commented, “Thanks for making the decision easy for me not to renew my Everyday Extra membership. Increase it by $11 and reduce the rewards plus remove the ability to use your discount code online? That out of of all the changes is the most ludicrous. The program is now of no use to me as I very rarely shop in store.”

“For the love of god, why are you changing the rewards program?! No extra discount for online, less points and costs more?? Why go backwards on something that has been sooo raved about!! You’re going to lose so many subscribers!!” Added Tiarne Louise.

At the time, Woolworths said in a statement to Mouths of Mums that it understood the changes may be disappointing, but it means the company will be able to continue to invest in the program.

“Everyday Extra has been in pilot phase for the past year. As we look to roll out the Everyday Extra program more broadly, we’ve had to make some changes to the program to ensure it continues to provide great value to our members and a core part of our offering.

“We know the vast majority of Everyday Extra subscribers are redeeming their 10% discount in store and in order to streamline the offering, we have made the decision to make the 10% discount only available in store.

“We understand that not all customers can physically shop in our stores. Any Everyday Extra members who have a disability or are unable to physically shop in one of our stores to redeem their monthly discount are advised to contact our customer hub on: 1300 10 1234 and select option 1.”

Woolworths also addressed concerns from some customers who also have insurance products with the company, confirming they will also no longer be able to claim their discount offer in store.

“Everyday Insurance provides great quality pet, car and home insurance alongside money-saving benefits, including 10 percent off a Woolworths shop every month.

“As the majority of customers redeem the offer in store, we will no longer be offering the option to redeem online. Those who are redeeming the monthly 10 percent discount are saving up to $50 a month.”