flybuys is an Australian loyalty program owned and operated by Coles and Wesfarmers, with the main participating retail outlets being Coles Supermarkets, Coles Express, Kmart, Liquorland, First Choice Liquor and Target stores. It is one of Australia's largest loyalty programs, with over 10 million flybuys cardholders in over 5.5 million Australian households. Members earn points from household consumer purchases (and through credit card use) and subsequently exchange points for gift cards, merchandise, flights and other rewards.