From later this year, Qantas Frequent Flyer members will be able to earn and redeem points at David Jones both in-store and online under a newly announced loyalty partnership between the two brands.
It’s being positioned as a major expansion of Qantas’ retail presence, and it represents the first time Frequent Flyer members will be able to earn and use Qantas Points at a national department store without going through a third-party platform.
Part of Qantas’ growing loyalty ecosystem
This tie-up is one of several moves Qantas has made to capture loyalty through everyday spend. It boasts a range of partnerships across insurance, hotels, dining, and has recently revamped its standalone payment product, Qantas Pay. Each of these initiatives pulls members further into the Frequent Flyer ecosystem, even when they’re not booking flights.
Digging into the details
Customers will be able to choose between earning Qantas Points or David Jones Rewards Points, with redemptions supported across both programs. However, the structure hasn’t been shared publicly.
We’ve put several questions to Qantas about how the program will be configured, including earn rates, redemption value, and whether members can switch between currencies. Updates will follow once those details land.
An expansion on Qantas Shopping Online Mall access
Qantas Points have been available on David Jones purchases via the Qantas Shopping Online Mall, which offers points earn on click-through transactions.
The new partnership takes this further. It will allow members to earn and redeem directly at the David Jones checkout online and in physical stores without needing to route through a separate portal.
A return to points earn, but not via credit cards
This is the first meaningful way to earn Qantas Points at David Jones since the closure of its co-branded American Express credit card. That product gave members the ability to earn directly into Qantas Frequent Flyer or transfer points via Membership Rewards.
After the move to Latitude in 2023, airline transfers disappeared and redemptions were restricted to store credit and gift cards. Many David Jones cardholders have expressed frustration about the limited redemption options and the absence of airline loyalty integration. There’s been no return of points functionality under the current card product.
It hasn’t been confirmed whether the new Qantas partnership will link in with the existing Latitude-issued David Jones cards.
How this partnership compares with Myer’s Velocity tie-up
Myer has a partnership with Velocity Frequent Flyer, but redemptions are limited to online purchases through Myer’s website. There’s no in-store earn or burn.
The Qantas and David Jones arrangement promises to introduce full integration across online and in-store, making it a broader offering in terms of member access and usage.
We’ll need to see the earn and burn rates before it’s clear how the value compares between the two programs.
Final thoughts
This partnership gives Qantas a bigger presence in everyday shopping and offers members another way to grow their points balance without flying.
While department stores have been on the decline for a while, this partnership could help turn that around. If the earn and burn setup is strong, it has the potential to bring more people through the doors and create something that feels genuinely useful and rewarding.
Earn rates, redemption value and how the points work in practice will tell the real story. We’ll update this article as further details are released by Qantas and David Jones.
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