In Google reviews, people are mentioning the 'IGA members' card'.
For instance if you look up Kyneton (Victoria) IGA plus Liquor, a reviewer two months ago mentioned how the store now has this.
It indicates more IGAs have recently signed up, good for engendering loyalty and ensuring at least some prices remain fairly competitive with WOW, COL and (my view) terrible Aldi.
A major theme of Google reviewers is IGA stocks brands that WOW/COL do not. IGA supports local suppliers.
It's in accord with this IGA TV commercial of four years ago that remains relevant:
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