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    Fast-paced Growth in Loyalty Programme Usage in SA

    The popularity of loyalty programmes in South Africa, such as shopper savings cards, has surged from 67% in 2015 to 76% in 2023/2024, reflecting an increasing trend across various demographics and income levels.

    According to the latest “South African Loyalty Landscape Whitepaper” by Truth & BrandMapp, people who participate in loyalty programmes are now equal between men and women. The paper also shows that 55% of economically active individuals under age 25 are using these programmes, compared to 72% of less-wealthy individuals in the same age group.

    Between the wealthier shoppers, the Checkers Xtra Savings programme is the most popular, followed closely by the Clicks ClubCard. For mass-market consumers, Shoprite Xtra Savings leads in preference, with Capitec Live Better being the second most popular, despite not being retailer-related.

    Cashback rewards are the top choice for economically active shopper, while mass-market consumers also highly value airtime or data rewards. Preferences are very different as some customers opt to accumulate rewards over time and others seeking instant gratification. 47% of consumers prefer a combination of both approaches, indicating a sophisticated understanding and expectation of loyalty programmes.

    Wealthier consumers tend to use nearly twice as many loyalty programmes as their mass-market customers.

    Main Image: iMoney

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