More than 30 per cent of Australia’s adult population is a member of the loyalty program operated by liquor chain Dan Murphy’s. There are 6.2 million people on board.

For a business with only 251 bricks and mortar outlets, the “My Dan’s” loyalty program has impressive reach, considering the much older Flybuys program, which operates across Coles supermarkets and a host of other retail brands, has about 8 million users.