Richer South Africans use on average 9 loyalty programmes, new research finds
More than two-thirds of economically active South Africans use loyalty programmes, from retail and banking to fuel and leisure, according to the latest research by the SA customer relationship management and loyalty consultancy Truth and research body BrandMapp. And their loyalty is fairly widely spread: wealthier consumers use 9.4 programmes each, on average, and mass market consumers 4.8, the Truth & BrandMapp Loyalty Whitepaper 2023/24 found.
On Wednesday, loyalty brands received their own rewards at a ceremony in Cape Town hosted by Truth, a South African loyalty and CRM consultancy whose CEO, Amanda Cromhout, initiated the awards in 2019.FNB eBucks also scooped the best overall long-term loyalty programme award, as well as awards for the best partnership programme, most innovative use of technology and best short-term loyalty campaign.
The 24-year-old programme gives customers the opportunity to earn and spend eBucks at more than 30 online and in-store partners. Launched in 2019, Shoprite group’s XtraSavings Rewards is now applied to eight brands, the group claiming that it saves its more than 30 million members about R1 billion in instant cash every month.Relaunched: African Bank Audacious Rewards
The judges also named the Discovery Vitality team as"best loyalty team of the year" in recognition of their creation of a programme which changes customer behaviour for the better, across multiple markets.
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