Ingrid Maes

Ingrid Maes



Ingrid is the Director of Loyalty and Customer Data at Woolworths Food Group. As head of Woolworths Rewards, she manages one of Australia’s leading retail loyalty programs with a database of more than nine million members. Her core focus is leveraging customer data to deliver an extensive below-the-line 1:1 sales platform. Ingrid has a long history in customer-centric, data-driven retail strategies and previously launched My Dan Murphy’s as Head of Loyalty at Woolworths Liquor. Prior to joining Woolworths Limited, Ingrid was General Manager of Customer Relationship Management and Loyalty at Coles, where she managed Flybuys. She previously worked as a Senior Executive at Accenture, specialising in customer growth strategies, data analytics and change management.


Woolworths Rewards is one of Australia’s leading retail loyalty programs. With more than nine million members, it reaches 80% of Australian households and represents approximately 70% of sales. Woolworths Rewards superceded Everyday Rewards in October 2016. Following extensive customer research, Woolworths reinvented the way it rewards its loyal shoppers by offering automated, more tangible cash rewards. This large-scale initiative plays a key role in Woolworths’ strategy to never be beaten on price and put customers first. The program boasts an extensive below-the-line 1:1 sales platform, including a state-of-the-art Offer Matching Engine. This machine learning predictive model uses big data to determine the likelihood of product purchase in a future time period, at an individual customer level. Woolworths is Australia’s largest supermarket chain. Operating 961 stores across Australia, Woolworths relies on the 111,000 staff in stores, distribution centres, and support offices to provide their customers with superior service, range, value, and convenience.