ConsumerTalk with Wendy Knowler

Here's what makes a loyalty rewards programme a must-have for consumers

South Africans love a good loyalty rewards programme.

The Clicks ClubCard emerged as the most used loyalty programme in the country.

This is according to the South African Loyalty Landscape Whitepaper 2018 by loyalty consultancy firm Truth.

Read: These are the 3 most valued loyalty programmes in SA (according to a survey)

The whitepaper aims to give the most comprehensive, annual snapshot of the loyalty programmes in SA.

The top five most- used are from the following retail stores:

  • Clicks ClubCard
  • Pick n Pay Smart Shopper
  • Dis-Chem Benefit
  • Edcon Thank U
  • Woolworths WRewards

The insights where gathered from input from 25 000 economically active South Africans, with a total household income of more than R10 000.

Truth CEO Amanda Cromhout says the number of South Africans who use loyalty programmes has declined - from 79% last year to 75% this year.

Women belong to 6.2 loyalty programmes‚ on average‚ with men having signed up to an average of 4.5, Cromhout advises.

She explains that the most desired loyalty rewards‚ by far‚ are cash back and instant discounts.

Also read: Clicks Clubcard overtakes Pick n Pay Smart Shopper as SA’s most popular

It is the first year that we've seen a halt in the improvement in the usage of loyalty programmes, but it's not a significant dip.

Amanda Cromhout, CEO at Truth

We calculate usage by a 12-month activity.

Amanda Cromhout, CEO at Truth

Many who struggle saving in the traditional way are managing to passively accumulate some spending power in the form of these points.

Wendy Knowler, consumer journalist

It really depends where you bank or where you shop.

Wendy Knowler, consumer journalist

Cromhout detailed the latest consumer insights in a conversation with consumer journalist Wendy Knowler.

Listen to the entire ConsumerTalk discussion during The Pippa Hudson Show:

Every Wednesday, on The Pippa Hudson Show, Wendy Knowler provides useful insights and tips on how to make the most of your buying power.

For more stories visit the ConsumerTalk feature page.

Got a consumer case you need help resolving?

Email: consumer@knowler.co.za, put Cape Talk in the subject line, followed by the issue e.g. cellphone contract dispute.


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