Woolworths has recently faced backlash from its Everyday Extra subscription members after announcing the discontinuation of a highly valued benefit. Effective June 1, the supermarket will eliminate the 10 per cent discount on BIG W purchases that subscribers have enjoyed monthly.
The Everyday Extra plan, which costs $7 monthly or $70 annually, has allowed members to obtain discounts at both Woolworths and BIG W. A spokesperson from Everyday Rewards explained that the decision to remove the BIG W discount aims to maintain competitive pricing across their product range. According to the spokesperson, BIG W has lowered prices on thousands of items, highlighting that 80 per cent of their clothing and 50 per cent of home products are now priced under $20.
In lieu of the discontinued discount, subscribers can expect new, exclusive monthly deals at BIG W. However, members will still retain the benefit of a 10 per cent discount on one Woolworths purchase each month and will earn double Everyday Rewards points on shopping at both Woolworths and BIG W.
The announcement has prompted a negative reaction among subscribers, many of whom expressed dissatisfaction on social media. Some users revealed they were unaware of the change, stating they might cancel their memberships due to the perceived decline in value. Quotes from frustrated members included comments about the diminishing worth of the subscription, particularly the significance of the BIG W discount during the holiday season.
In addition to the immediate concerns, some subscribers have voiced their disappointment about the timing of the announcement, particularly those who recently committed to an annual membership. Complaints included remarks about the lack of transparency and the removal of benefits mid-contract, which they deemed questionable.
Everyday Extra subscribers reportedly use around 80 per cent of their benefits at Woolworths. The spokesperson made it clear that those wanting to cancel their subscriptions could do so through the Everyday Rewards app or by contacting customer service.
Woolworths has a history of reassessing changes based on customer feedback. Following a previous controversial modification, in which they limited the 10 per cent discount to in-store claims only, the supermarket reverted its position after customer outrage. They reinstated the online benefit for customers in November 2023.
As customers react to the latest changes, it remains to be seen how Woolworths will address the concerns raised by its Everyday Extra members going forward.
