Pick n Pay dilutes popular customer loyalty programme

Wendy Knowler, Consumer journalist at Times Media, says Pick n Pay is making it more difficult for people to get value out its Smart Shopper loyalty programme.

She says with these loyalty programmes as soon as they see that people are responding well they make adjustments. She gave an example of FNB doing the same to its airport Slow Lounge rewards.

According to Knowler Pick n Pay has been innovative in coming up with ideas to lure customers to their shops giving them small freebies.

Clearly, it works, but it does cost the retailer and now they need to balance increased customers vs what is costing them.

Wendy Knowler, Consumer journalist at Times Media

She explains from the end of March, Smart Shoppers need to spend R200 to get back R1. The previous rate was R1 back for every R100 spent.

Knowler says they have added something new though.

Shoppers get discounts on items they buy regularly but customers need to go to the machine and see which items you can get discounts on and print out a little coupon in order to purchase them.

It is more work for the customer.

Wendy Knowler, Consumer journalist at Times Media

To hear more of this discussion, listen below:


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