Flybuys is an Australian customer loyalty program equally owned by the Coles Group and Wesfarmers through joint venture Loyalty Pacific. Members can accrue points by shopping at Coles Group brands (Coles Supermarkets, Coles Express, Liquorland, etc.), certain Wesfarmers brands (Kmart, Target, Bunnings Warehouse, Officeworks, catch.com.au, Kleenheat, etc.), and some third-party partners like HCF Insurance and Optus. Points can then be redeemed for money off purchases at Coles Supermarkets, Kmart, and Target stores (2,000 points gives an discount), as well as holidays (through Flybuys Travel) and household goods (from the Flybuys Rewards Store). It is one of Australia's largest loyalty programs, with 8.6 million members in 6.6 million households. Fifteen Flybuys cards are scanned every second on average in Australia. History Flybuys began in 1994 as a joint venture of Shell, Coles Myer and National Australia Bank. The program met with substantial interest at launch, with a million Australian households joining within the first six weeks. Telstra joined the program in 1995 but withdrew after two years, having created the Telstra Visa Card with ANZ (later to become the ANZ Qantas Telstra Visa Card). In April 2012, Telstra rejoined Flybuys with points being offered for pre-paid services. In 1996, Loyalty Pacific licensed the brand to a consortium in New Zealand, which began to operate a similar program, also called Flybuys. In 1998, major changes were made to the program. The offer to members was diluted because the points currency was devalued to increase points required for rewards 20-fold (from a minimum 550 points to 11,000), but the issuing of standard points only increased fourfold (from 1 point for $20 to 1 point for $5). At the same time, Shell relinquished its one-third ownership of the program, although that was unnoticed by members as Shell continued to issue points through its company-owned service station network. In 2003, the program was revamped, with the offer improved for members, with the issuing of standard points at participating Coles Group brands increased to 2 points for $5. That change was accompanied by revised branding and a minor name change from “Fly Buys” to “FlyBuys”. In December 2006, Loyalty Pacific was cited as a potential purchaser of the Qantas Frequent Flyer program. In February 2011, Coles acquired National Australia Bank's 50 per cent interest in Flybuys, with NAB remaining as a major participant in the program. In April 2012, Coles announced a substantial relaunch of the