after being sold by Coles Group in June 2006), EziBuy (which purchased a former Coles Myer brand, Myer Direct), Michael Hill Jeweller, Elders Real Estate and Curves. Others such as Red Rooster and Katies were businesses divested by then Coles Myer. Traveland, Pulse Energy and Solar Shop are now-defunct businesses which were once Flybuys participants, while Megamart, BI-LO, BI-LO Mega Frrresh, Kmart Tyre & Auto Service (now Mycar), Target Country, Baby Target, Target Home, Fossey's, Grace Bros., Newmart, Sports Direct, Primary Layers, South Cape and Gifts To Go were Coles Myer/Coles Group brands that have been discontinued. Officeworks (though also owned by Wesfarmers and will be rejoining in time for Christmas) and Harris Technology withdrew in 2009. Redemption of points Initially, Flybuys points could only be redeemed for flights. In 1996, that was extended to include other benefits with a travel or leisure theme, such as accommodation, meals and entertainment. In 1999, redemption with a $100 Coles Myer shopping voucher was introduced, and general merchandise items followed. In 2009, most redemptions were gift cards or credits to credit card balances, with only a small proportion of redemptions being for flights. According to Flybuys, , over ten million rewards had been redeemed by members and there were over 800 choices. In 2012, "Flybuys Dollars" was introduced, allowing members to redeem points when paying for purchases at Coles, Kmart, Target, Liquorland, First Choice Liquor and Coles Express.They do run discount on Apple gift card across time. They provide 20x or 30x on flybuy points, which is equivalent to 10% in terms of dollar value. Unpacked by Flybuys On 29 September 2020, Flybuys launched its data platform, Unpacked by Flybuys. Criticism Flybuys has been criticised regarding the effort required to collect enough points to gain a reward. For many years, no rewards were available for fewer than 11,000 points, leading critics to claim that $55,000 was required to be spent to gain a reward with a value of around $100. However, since 2006, awards have been available from 2,500 points, and it is now as low as 1,200 points (streaming new release movies). Flybuys also attracted concerns regarding privacy of information, and the ability for the operators to track members’ shopping habits. In 1994, Flybuys adopted a privacy policy based on OECD principles under which it advised members that it might use personal information, such as name, age, gender, employment status and age