iWork & iLife are also free upgrades for those (like me) that bought them on DVD back in the day before AppStore was available...
Here are the steps outlined for the Up-To-Date-Program for iWorks (Pages, Numbers and Keynote):
Apple - Up-to-Date Program for Pages, Numbers, and Keynote
1. Make sure they are running OS X Mavericks.
- If you’re running OS X Mavericks, skip to step 2.
- If you are not running OS X Mavericks, launch the Mac App Store, sign in with your Apple ID, and install it, free of charge.
2. Download Pages, Numbers, and Keynote.
- In OS X Mavericks, launch the Mac App Store and go to Purchases.
If Pages, Numbers, and Keynote are in your Purchases list, click Accept to install your software.
If Pages, Numbers, and Keynote are not in your Purchases list, apply for the Up‑To‑Date Program.
Please check on this article:
OS X Mavericks: Updating disc-installed versions of Apple apps via Mac App Store
OS X Mavericks: Updating disc-installed versions of Apple apps via Mac App Store