CUSTOMER LOYALTY

Reimagining and growing customer loyalty in a digital world

By our News Team | 2021

Around 80% of customers say they are willing to pay more for a better experience. Can ‘loyalty’ practitioners leverage this?

Most of a company’s business comes from existing customers. Creating customer loyalty requires a company’s loyalty programme to become part of a brands’ operational policies. It cannot simply be bolted on as an afterthought, giving discount on products.

Approximately 80% of customers say they are willing to pay more for a better experience. It seems, therefore, that the solution is to create loyalty through improved experiences in a digital world. This requires a different approach.

Nic Roets, International Consultant at customer loyalty specialists, LoyaltyPlus, says: “It is easy to write off rewards programmes as something to be used for short-term promotional giveaways or monthly specials. However, their potential to revitalise the customer experience is significant.

“Much of how these initiatives are positioned comes down to whether the company approaches them as rewards or loyalty programmes.”

Photo by Clay Banks

Creating value by motivating customers

In the case of the former, it is about creating value by motivating customers to try a product or service. Yes, this is important, but there is little longevity associated with that. The business must identify how to give the best value possible to its best customers. And this is where loyalty comes in.

“Some customers use many store programmes to ‘chase the special’ and are not brand loyal at all. Others exclusively purchase certain brands, but are often disappointed that their loyalty is not rewarded in more innovative ways than a discount, or something similar.

“These customers are not influenced by pricing. Instead, they want a personal service that reflects how the brand values their business and approaches them on an individual level,” explains Roets.

Invariably, those loyalty programmes that are the most successful are built around the value they provide. They connect with customers on a deeper level. Beyond the experience, this talks to how the brand is giving back to the community. Also whether there are charitable donations and choices of welfare or charity programmes taking place.

“Brands must realise that they can no longer afford to have loyalty programmes that are not integrated into the broader business strategy,” emphasises Roets.

Source: LoyaltyPlus

We know AI influencers aren’t real – so why do we trust them?

Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.

Hotel receptionist assisting a guest at the check in counter with a gray suitcase nearby behind the desk

Why trust has become a critical asset for hotel industry marketers

Reputation and trust, once modest influences on hotel choice, have become some of the strongest predictors of patronage, study finds.

Three people in formal attire pose for a photo at an awards event a woman in a pink dress holds a trophy while two men in suits stand beside her against a gold confetti backdrop

FNB bank’s eBucks programme dominates the 2026 SA loyalty awards

South African brands are increasingly setting the global benchmark for customer loyalty strategies, organisers say.

Portrait of a man with short black hair and a beard wearing a black button down shirt against a light gray background

Zambia’s strongest creative ideas are emerging from local truths

Global influences among younger consumers are still present, but they are being filtered through a distinctly Zambian lens.

Yellow humanoid robot at a bakery counter inspecting a display of donuts on display in front of glass cases

Consumers have doubts about products when they’re designed by AI

Researchers find that lack of perceived ‘genuine care’ is the mechanism connecting AI involvement to lower trust ratings.

Top african marketing voices confirmed for amc

Top African marketing voices confirmed for AMC 2026

Explore the 2026 AMC Conference speaker line-up. Top African marketing voices gather in Zambia to tackle AI, AfCFTA, and brand power. Register today.

Person holding two smartphones with app icons visible on their screens a large tv screen in the background shows colorful app icons

Broadcast Research Council confirms launch of total video measurement

New industry currency will bring South African television and online video audiences together in a single measurement system.

Dj performing on a brightly lit stage as colorful lights shine over a dancing crowd

Sense of belonging and atmosphere are key to attracting event-goers

Making people feel that an event space reflects their values leads to long-term loyalty and spending. FOMO also plays its part.

Smiling woman with curly hair in a yellow and white striped shirt holds a red can and points to the text 'what makes some ai ads creepy '

Researchers examine why some AI ads fail while others succeed

Norms may change, but right now it’s better to err on the side of caution when using AI in advertisements, study finds.

Woman in a denim jacket looks at her phone while standing with a shopping cart in a grocery store aisle holding a boxed item

Study examines drivers of FMCG purchases in three African markets

GeoPoll insights report from Kenya, Nigeria and South Africa finds that quality remains the key purchase driver in FMCG.

E-commerce retailer aims to speak to the hearts of South Africans

As the country celebrates Heritage Month, Takealot embarks on a campaign to speak to consumers in all 12 official languages.