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

The average South African is a member of nine loyalty card programmes, according to research and analytics company Eighty20.

Eighty20 has released the findings of its 2018 survey looking at loyalty programme member engagement.

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

The online survery was completed by a total of 1413 respondents.

It provides key insights into members’ perceptions of and engagement with the programmes.

Steve Burnstone, CEO at Eighty20, explains that customer loyalty is evolving. He adds that loyalty programmes don't work if there isn't engagement.

According to Burnstone, customers disengage with loyalty programmes when they no longer like the brand.

Read also: Pick n Pay dilutes popular customer loyalty programme

He says retailers benefit most when their loyalty programmes partner with other industries such as banks, insurance firms or fuel stations.

Here are three fast facts about how loyalty programme are used in SA:

  • The top 3 Grocery / Health & Beauty loyalty programmes that members say give them the most value are Clicks ClubCard, Pick n Pay Smart Shopper and Dis-Chem Benefits.
  • The top 3 Retail Banking loyalty programmes that members say ha ve an influence on their shopping behavior are Standard Bank UCount, FNB eBucks and Absa Rewards.
  • 9.2 is the average number of loyalty programmes currently registered for.

A loyalty programme can drive the right kind of engagement... to retain loyalty and value from their customers.

Steve Burnstone, CEO at Eighty20

The vast majority of shoppers are a member of at least one of those grocery or health and beauty loyalty programmes.

Steve Burnstone, CEO at Eighty20

The likes of Spar and Makro didn't perform well.

Steve Burnstone, CEO at Eighty20

Read more on the 2018 Loyalty Programme Member Engagement Survey here.

Take a listen to the insights explained:


This article first appeared on CapeTalk : These are the 3 most valued loyalty programmes in SA (according to a survey)


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