Woolworths has signalled it could review proposed changes to its Everyday Extra rewards program for customers most affected, after a barrage of online criticism.
Woolworths began trialling their $59-a-year Everyday Extra program a year ago, offering customers a monthly 10% discount on shopping, as well as triple Everyday Rewards points with every shop.
However, subscribers were told on Monday of changes to the program which, as one shopper put it, would leave them “paying more but getting less”.
From July, the annual subscription fee will rise to $70 while rewards points will double instead of triple, and subscribers will no longer be able to use the monthly 10% off for online orders.
Paraphrased: "Thanks for your early support... here's a kick in the teeth"
— Scott Phillips (@TMFScottP) May 29, 2023
Not cool, @woolworths pic.twitter.com/v7dxpLpJZR
The supermarket has been forced into a social media blitz responding to the torrent of subscribers criticising the changes online.
Woolworths Mobile and Woolworths Insurance members also received the monthly 10% discount, and they too will see the benefit restricted to in-store use only.
Australians who rely on online deliveries because they are immunocompromised, disabled, elderly or live in rural locations an hour or more away from their nearest supermarket say the change is unfair.
Rocco Howard and his wife were members of Everyday Extra and Woolworths Mobile and received 10% off their online order four times a month.
However, they said they would now be cancelling their subscriptions as his wife is immunocompromised with mast cell activation syndrome.
@woolworths Changes to EDR:
— Rocco Howard (@roccohoward) May 29, 2023
This is really disappointing.
As immunocompromised customers, we shop online to ensure the health and safety of our family. It makes absolutely no sense that you've removed the discount from online shopping.
We're a double EDR members - both my wife…
The family had changed to shopping with Woolworths because of the 10% discount and he estimates they saved $2,000 in the twelve months.
“We spend up to $400 a week on shopping because my wife is coeliac and dairy-free so we’ve got a lot more expensive foods,” he said.
“We’re spending $20,000 a year at Woolies, so losing 10% is quite a significant hit to the budget. On top of it already going up 10-15% on last year.”
He said they would probably return to shopping at Aldi, where they shopped before the 10% discount brought them across.
Many online comments were quick to say that the hit to their hip pockets was coming as the supermarket giant had persistently increased its margins on its food businesses throughout the pandemic and cost-of-living crisis.
@woolworths increasing the fee for everyday extra at the same time as reducing its benefits, while enjoying record profits during high cost of living for everyone…. Takes a special kind of corporate greed. Well done Woolworths. 😡
— Jo (@Makucha) May 29, 2023
Woolworths has also announced changes to its Delivery Unlimited service, which will see the minimum spend threshold increase from $50 to $75.
Dear @woolworths you’ve sent me at least 4 emails today, each advising me that I should be appreciative that you will be providing less service/benefits for the same or more money. Its not working. Perhaps one of us should stop.
— @KelseyvH starting a new adventure (@kelseyvh) May 29, 2023
A Change.org petition has been launched demanding Woolworth reconsider the change for online shoppers.
An Everyday Rewards spokesperson defended the changes.
“While we know these changes may be disappointing for our early subscribers, these changes mean we can continue to invest in the program in order to offer Everyday Extra to even more subscribers, while still helping our existing subscribers save up to $100 a month.
“We know there are customers who can not physically come to our stores to shop and we are in the process of collating customer feedback. We will be in contact with individual customers who have expressed concern to offer alternative ways to continue to shop with us.
“We also have a Delivery Unlimited subscription for senior citizens at a preferential rate – ‘Seniors Delivery Unlimited,’ available for eligible customers.”
@woolworths Change the 3x points and online 10% off each month for BigW and Woolworths BACK. You’ve not only just lost the trust of HUNDREDS of THOUSANDS of customers Australia-wide, you’ve just made groceries inaccessible for so many and that much harder for people to live. 👏🏻
— Megs !! 🎀🎀🎀🎀🎀 (@mxxgxn____) May 28, 2023
