Money-strapped customers are utilizing loyalty programmes greater than ever earlier than to fight the impression of rising meals and power prices every month. The most recent South African Loyalty Whitepaper by Reality and BrandMapp reveals that 82% of South Africans are utilizing loyalty programmes — up from 76% in 2023 — whereas 35% of customers say they’re utilizing loyalty programmes greater than final 12 months.
The whitepaper is a complete annual snapshot of the loyalty habits of greater than 35,000 South African adults with a gross month-to-month earnings of R10,000 or extra, mixed with 8,000 South Africans whose month-to-month family earnings falls slightly below R10,000.
Amanda Cromhout, founder and CEO of Reality and the writer of the whitepaper, says there is no such thing as a query that loyalty programmes are enjoying a considerably larger function within the day by day spending patterns of South African customers. “Utilizing loyalty programmes extra is the third most certainly initiative that buyers will use to take care of the rising price of residing,” she says.
Clicks ClubCard has regained its place as essentially the most used loyalty programme in South Africa for the fifth 12 months for the reason that whitepaper sequence started in 2015, with 80% of customers who use loyalty programmes claiming to make use of the ClubCard programme.
The whitepaper says loyalty programmes assist customers alleviate monetary pressure, with 26% of economically energetic South Africans and 19% of mass market customers utilizing loyalty programmes to take care of the rising price of residing.
Clicks Group chief advertising officer Melanie Van Rooy says the success of ClubCard lies in its simplicity, accessibility, simply redeemable rewards, relevance and differentiated positioning. Members can earn as much as 10% cashback, one of many highest earn charges within the retail vertical. These rewards could be accessed throughout a community of 14 companions, together with Engen, Discovery, Sorbet, ARC and Spec-Savers.
For the reason that inception of the programme, ClubCard has returned greater than R7.5bn to members in cashback. Greater than 90% of this cashback is redeemed, says Van Rooy. “We’ve seen a shift in cashback redemption lately. ClubCard members don’t spend their cashback on luxuries however somewhat on staples similar to cleaning soap and bathroom paper, and sometimes delay making purchases till cashback has been issued.”
Cashback is the popular loyalty profit, adopted by birthday provides, factors and double factors, says the whitepaper. This newest research reveals that South Africans nonetheless don’t like their factors to run out.
