Flybuys is Australia's largest coalition loyalty program, established in 1994. It operates as an independent joint venture owned equally by Coles Group Limited and Wesfarmers Limited since November 2018. With over 9 million active members, Flybuys focuses on innovation and customer satisfaction, employing between 201 and 500 people.

The loyalty program allows consumers to earn points through qualifying purchases at various participating retailers. Members can redeem these points for a diverse range of rewards, including homewares, electronics, travel options, and the ability to convert points to Velocity Frequent Flyer points. Flybuys targets Australian households, enhancing shopping convenience and satisfaction, as evidenced by its recognition as Canstar Blue's Most Satisfied Customer award winner for Rewards Programs in 2023 and 2024. The program continues to expand its rewards and partnerships, solidifying its position in the Australian loyalty market.