Virgin Australia is expanding its loyalty program, with members now able to spend Velocity points directly at Myer checkouts.

Until now, points could only be redeemed for purchases through Myer’s website.

But now shoppers can use the Velocity app to generate a QR code, which can then be scanned in a store to cover part or all of a purchase.

Virgin says Myer staff have been trained to help customers through the process.

Velocity chief executive Nick Rohrlach told The Australian the move reflects a growing trend.

“We’ve seen a real increase in interest from people to use their points on the ground as it were,” he said. “In the last year, it’s gone up 40 per cent.”

“We’ve obviously got a lot of great ways to use points on the ground, but one of the most popular has been online with Myer. We’ve had that partnership now for two years and this is a great expansion.”

The value of points at Myer works out to about half a cent each. For example, a $129 Nutribullet blender will require around 25,000 points, while a $249 Philips air fryer will cost close to 48,000 points.

The Velocity app can now generate a QR code that facilitates in-store purchases

There’s also an added perk for regular Myer shoppers.

Customers with a Myer One card will continue to earn Myer One credits on their purchases, even if those purchases are paid for entirely with Velocity points.

That means a customer is essentially rewarded twice – redeeming their Velocity balance while simultaneously collecting Myer One credits for future discounts.

That’s an opportunity to ‘double dip’ and may appeal to savvy shoppers looking to stretch their rewards as far as possible.

“It’s something our members have been wanting and it comes at a time when we know all consumers are looking for value more than ever before,” said Myer chief customer officer Geoff Ikin.

Adele Eliseo, from travel publication The Champagne Mile, told The Australian the new option is convenient but warned it isn’t the best way to get maximum value from points.

“Obviously the best value for your points is to use them for flights or upgrades, so it’s good for people to do the maths,” she cautioned.

With more than 30 per cent of Velocity points going unused last year, Virgin will be hoping that giving members more everyday redemption options will spur them to spend rather than stockpile.

This announcement from Virgin and Myer comes just as Qantas prepares to launch a new partnership with David Jones that will also allow members to use points when shopping.