The Coles My5 program has been abandoned as being “too complicated” according to commentators. The program was linked to FlyBuys and allowed customers to choose their specials. A 10% discount was offered on five products of a customer’s choice as long as they spent $50 in the one transaction. Signing up was just too complicated and customers soon lost sight of what they were signing up for.The lesson on loyalty programs? – keep it simple.