Woolworths phases out MySchool and WRewards as MyDifference reshapes customer loyalty

Woolworths is entering a new chapter in customer loyalty following the end of its long standing WRewards and MySchool programmes, replacing the familiar offerings with a single, integrated platform designed to deliver more personalised rewards and greater visibility into charitable giving.

The retailer's MyDifference loyalty programme, introduced last year, represents one of the most significant changes to its customer engagement strategy in more than two decades.

By combining the benefits of WRewards and MySchool MyVillage MyPlanet into a unified ecosystem, Woolworths aims to create a more seamless experience while leveraging data and digital technology to better understand customer needs.

The move comes as retailers globally rethink traditional points based loyalty systems in favour of personalised engagement models that reward customer behaviour and strengthen long term relationships.

"MyDifference allows us to tap into the depth of insight within our customer base and turn that understanding into real value," said Charlene van Zyl, Customer and Loyalty Director at Woolworths.

"By listening more closely to our customers, we're able to build stronger relationships and deliver rewards and experiences that are genuinely aligned to their needs and preferences."

At the heart of the new programme is the creation of a more comprehensive customer profile. MyDifference brings together information from WRewards, MySchool, Woolworths Online and, where applicable, Woolworths Financial Services. Woolworths says this integration helps eliminate the challenges associated with legacy customer profiles while giving shoppers greater control over their information through the retailer's mobile application.

The programme also seeks to preserve one of the most valued aspects of the former MySchool initiative by continuing to support schools and charitable organisations through customer spending.

A key enhancement is the expanded Give Back feature, which allows customers to track how their shopping contributes to the causes they support.

"While MySchool enables substantial annual giving, customers haven't always been able to see the results of their support," van Zyl said.

"MyDifference addresses this by providing ongoing visibility into contributions, helping to build trust and reinforce the value created through everyday shopping."

The transition reflects broader changes in consumer expectations, with shoppers increasingly demanding transparency, convenience and personalised experiences from loyalty programmes.

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This article is published on Business Point website

Updated: July 2026

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