Farmers backs down after loyalty ‘slap in the face’

Department store chain Farmers has largely reversed controversial changes to its loyalty scheme after a year of customer backlash.

Last year, Farmers reduced the rewards that Farmers Club members earned from a $20 voucher for every 200 points to a $5 voucher for every 250 points, and a $10 voucher for 500 points.

The system changed from one point for every $1 spent on beauty items and every $10 spent in the rest of the store, to $1 earning one point throughout the store.

A ‘‘seasonal reward’’ cycle also meant points expired every three months instead of 12 months.

But loyal customers loathed the changes, with one saying at the time it was ‘‘a slap in the face’’.

The negative feedback led to Farmers backing down and changing the scheme again on Monday. Despite points from the old scheme disappearing from shoppers’ accounts, they are still valid for seasonal rewards until January.

Shopper Jess Atwill earned 2000 points from buying furniture last week, but contacted Farmers after seeing the points had been wiped from her account.

‘‘I have spoken to Farmers directly and my old points will still be available in the old system up until January and they have a deal running on furniture so every $1000 spent [on furniture] you earn a $20 voucher. So I should be getting $40 worth of vouchers end of January,’’ she said.

‘‘It’s a shame you still have to wait till the end of season to be issued the voucher. In the old system … you got it straight away.’’

Monday’s changes mean 250 points will now earn a $20 voucher that is valid for three months.

The points system has also changed: One point will be earned for every $1 spent on beauty products, every $5 spent on clothing and sleepwear, and every $10 spent in the rest of the store.

Points earned on beauty items expire after six months, while those earned on home and toys expire after 12 months. Vouchers are valid for three months.

Attwill said she was happy with the move. ‘‘It means I will actually be able to reach enough points to get the $20 vouchers now.’’

First Retail managing director Chris Wilkinson said the changes were a good example of a business listening to its customers.

‘‘The health and beauty category is seeing increased competition from discounters … Farmers will be mindful of this and anxious to retain goodwill.’’

Farmers has been approached for comment.