In an aggressive push to capture a larger share of the business customer market, Australian and New Zealand hardware retail giant Bunnings has launched PowerPass Pro Rewards, the most comprehensive update to its trade-focused PowerPass loyalty program since 2011. The new tiered rewards scheme, tailored specifically for tradies and small-to-medium-sized enterprises (SMEs), introduces a multi-layered benefits package including in-store credits, fuel rebates, and access to Qantas frequent flyer points for qualifying members. The rollout marks one of the most substantial retail loyalty expansions targeting trade customers in the region in recent years.
The program is structured around six ascending membership tiers: Member, Essential, Plus, Elite, Ultimate, and Black, with increasingly valuable benefits unlocked as members’ annual spending increases. Under the core earning structure, members collect Pro Rewards Dollars that can be redeemed for future purchases at Bunnings: customers who spend $2,000 receive $100 in store credit, with an additional $50 awarded for every extra $1,000 spent. Eligible members also gain access to discounted fuel rates via the Shell Card Lite platform, plus exclusive offers from program partners and a suite of digital business tools.
Qantas Points, one of the program’s most high-value perks, are reserved for members in the top three tiers (Elite, Ultimate, Black), who can earn points through their existing Qantas Business Rewards memberships. A host of additional launch partners have signed on to the scheme beyond Qantas and Shell, including Commonwealth Bank, Ultra Tune, Zeller, Beaumont Tiles, InstantScripts, PointsBuild, and MYOB, expanding the range of extra benefits available to participating businesses.
Bunnings Managing Director Mike Schneider explained that the full program redesign was driven by direct feedback from trade customers, who sought more than just point-of-sale discounts. “PowerPass Pro Rewards is about delivering greater value for our customers today, while creating a platform that allows us to better support them into the future,” Schneider said. “We’ve listened closely to our customers, who told us they wanted more than a discount at the register – they wanted to be recognised for their loyalty and rewarded in ways that genuinely support their business.” He added that the program is designed to deliver value that extends beyond on-the-job expenses: “With fuel discounts, travel rewards, Pro Rewards Dollars and benefits that grow over time, the program will help customers unlock more value from every dollar they spend and use it well beyond the job site.”
The launch also introduces upgraded digital functionality within the existing PowerPass mobile app, allowing members to track their reward progress, spending, and available benefits in real time. Andrew Glance, Chief Executive of Qantas Loyalty and Customer, noted that trade and business customers in construction, repair, and maintenance are already among the most engaged users of Qantas Business Rewards. These groups typically earn 30% more Qantas Points on average than other business users, with most points accumulated through partnered on-the-ground spending like retail purchases. “Our member base is incredibly diverse, ranging from tech start-ups to family-owned construction companies, all looking for ways to reduce their operating costs,” Glance said. “We expect most business members will use the points earned at Bunnings to offset future travel costs, or to reward their hardworking employees.”
To celebrate the nationwide launch, Bunnings will host the PowerPass Pro Challenge event at its Alexandria location in Sydney on Saturday, July 25. Around 60 participants will compete in a series of practical, trade-focused challenges – including a Scan & Go Sprint, toolbox and power tool assessment, paint race, Qantas travel challenge, and Shell Card obstacle course – with progressive eliminations leading to a final head-to-head round. Prizes include three $10,000 fuel vouchers and a collective pool of 900,000 Qantas Points for top competitors.