Farmers backs down after loyalty scheme ‘slap in the face’

"By the end of the season my only reward was $7 worth of free shipping or access to shop sales early, which wasn't really a bonus." Farmers customer Jess Atwill

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

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

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

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

But loyal customers loathed the changes, with one shopper 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’ club 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 before changes happened you got it straight away.’’

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

The point 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 on the rest of the store.

Points collected on beauty products will expire after six months, points collected on home and toys expire after 12 months and vouchers are only valid for three months.

Atwill said she was disappointed in the changes last year.

‘‘I spend a large amount of money on kids’ clothing, nursery and toys so I was getting lots of points in there but by the end of the season my only reward was $7 worth of free shipping or access to shop sales early, which wasn’t really a bonus.’’

She’s happy with the new changes and was glad Farmers had listened to customers.

‘‘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 and aligning with established expectations.