Woolworths is looking to expand its range of Qantas Points-earning products ahead of the relaunch of the grocery giant's partnership with the Qantas Frequent Flyer scheme.

Under the revised alliance, Woolworths Dollars – earned when buying selected products marked with an orange ticket – can be converted into Qantas Points as an alternative to receiving a cash discount at the checkout, with 10 Woolworths Dollars netting you 870 Qantas Points.

However, shoppers and frequent flyers alike have criticised the limited range of eligible products as well as their low Woolworths Dollar earning rate compared to the previous Woolworths/Qantas hookup, which saw shoppers earn Qantas Points for every actual dollar they spent above $30.

Woolworths now plans to broaden the range of Woolworths Dollars products as part of a makeover for the loyalty scheme, reports The Sydney Morning Herald.

This would broaden the opportunity for earning Woolworths Dollars and in turn put more Qantas Points on the table when it's time to convert between the two 'virtual currencies', and in turn help foster continued customer loyalty to Woolworths.

"The problem is it's basically another discounting program, it should reward repeat visitation and loyalty to the Woolworths brand"  retail analyst Brian Walker told Fairfax Media.

"This is only rewarding people who buy certain products that are discounted over and above, and it doesn't have any correlation to the supermarket brand."

Read more: Woolworths to reboot unpopular loyalty program

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