The Science Of ... , Evergreen Content

South Africans love their loyalty programmes (e.g. Pick n Pay Smart Shopper)

Pick n Pay, Clicks and Woolworths have the most well-loved loyalty cards.

Amanda Cromhout, Truth

The Money Show’s Bruce Whitfield interviewed Amanda Cromhout, CEO at Truth, for his weekly “The Science Of” feature.

Truth is a consultancy that specialises in loyalty programme development.

It recently released findings after questioning 27 446 respondents regarding loyalty programmes.

It found that more South Africans are using loyalty programmes than in 2015 with the biggest increase (13%) amongst those under 25 years of age.

Loyalty programme use is up by 9.5% among those with a household income less than R20 000 and up by 7% among men.

There is a 6% rise in the use of loyalty programmes among all South Africans.

According to the research, about 60% of all South African consumers younger than 25 used loyalty programmes in 2016.

What type of rewards do customers prefer?

Cash discounts, of course!

Pick n Pay Smart Shopper is the most used (10.7 million members) loyalty programme in South Africa followed by Clicks Clubcard and Edgars Thank U.

Listen to the interview in the audio below for more detail (and/or scroll down for more quotes from it).

There are a lot of sceptics out there!

Amanda Cromhout, Truth

There are a lot of people who know how to milk the programmes.

Amanda Cromhout, Truth

South Africa has caught up with the rest of the world.

Amanda Cromhout, Truth

We encourage card-less loyalty programmes.

Amanda Cromhout, Truth

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Article brought to us by Old Mutual.

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