Research shows which SA loyalty programmes are the best
The 2024 South African Loyalty Awards was specifically designed to celebrate loyalty, brilliance, and innovation.
The SA customer relationship management and loyalty consultancy, Truth, and research body, BrandMapp, have come together again to share the latest research on loyalty programmes in the country.
VIDEO: Tech experts share which games kids should never play
According to their 2023/24 report, more than two-thirds of economically active South Africans use loyalty programmes.
Richer South Africans will be connected to, on average, 9.4 different loyalty programmes for everything from fuel to banking.
People are also using their rewards 30% more than in 2023.
Recently, Truth hosted the Truth International Leaders in Loyalty Summit in Cape Town, where brands received rewards of their own.
READ: Johannesburg couple divorce after 56 years together
The programmes that walked away with some major wins were the FNB eBucks (financial services) and Shoprite Group XtraSavings programmes (retail).
According to champion consumer journalist Wendy Knowler, FNB eBucks received the award for best overall long-term loyalty programme, best short-term loyalty campaign, best partnership programme, and most innovative use of technology.
The programme is 24 years old and clearly still relevant and rewarding for its members.
LISTEN: "My husband wants to name our son Michael Jackson!"
Shoprite group’s XtraSavings Rewards is much younger and was launched in 2019, making it the recipient of the best newcomer award.
Discovery Vitality was awarded the best loyalty team of the year in recognition of their programme helping change customer behaviour for the better.
Other notable wins for the best programme of the year awards:
- Restaurant: Spur Family Card
- Travel/hospitality: Legacy Lifestyle
- Fuel: Shell V+
- Telecommunications: Vodacom Vodabucks
- Entertainment/Leisure: DStv Rewards
- Relaunched: African Bank Audacious Rewards
The 2024 South African Loyalty Awards highlighted once again that the South African loyalty industry is thriving in world-class innovation and excellence and driving loyalty performance which most definitely exceeds global standards.
Tune in to 'The Drive with Rob & Roz', on weekdays from 16:00 - 19:00. Stream the show live here or download our mobile app here.
Listen to Jacaranda FM:
- 94.2
- Jacaranda FM App
- http://jacarandafm.com
- DStv 858/ OpenView 602
Follow us on social media:
Main image courtesy of iStock