LOYALTY PROGRAMMES

SA loyalty sector shines at International Loyalty Awards in Dubai

By our African Marketing Confederation News Team | 2024

Eight awards and six out of 24 categories won by South African loyalty programmes on glittering night for the global industry.

South Africa’s loyalty sector triumphed at the International Loyalty Awards in Dubai on Wednesday (24 April 2024) for the second year running.

A total of eight awards were successfully secured by SA brands, while six out of 24 categories were won by SA loyalty programmes.

The International Loyalty Awards were established 12 years ago and bring together leaders in loyalty from Europe, the Middle East, Asia, Africa and the Americas to celebrate innovation and creativity in the sector.

TFG Rewards, the loyalty programme of The Foschini Group (TFG Africa), won two awards – for ‘Loyalty Redefined’ and ‘Best Use of Technology’.

Xtra Savings, the loyalty offering of grocery retailer The Shoprite Group, also received two awards. These were for ‘Best Regional Loyalty Programme in Africa’ and ‘Best Loyalty Initiative’ for its Xtra Savings Plus programme.

CAPTION + PHOTO CREDIT:

Amanda Cromhout (left) presents the ‘International Loyalty Personality of the Year 2024’ to Zsuzsa Kecsmar. Photo: Supplied

First National Bank’s eBucks, and African Bank Audacious Rewards, both received one accolade – for ‘Best Loyalty Programme in Financial Services’ and ‘Best Short-Term Initiative’, respectively.

Two South Africans make prestigious list

There were two South African individuals recognised for their contribution to loyalty by inclusion in a global list known as ‘30 under 40’. They are Ros Netto from fitness brand Virgin Active and Carla Cloete from Old Mutual Rewards. Old Mutual is an insurance and financial services brand.

This follows last year’s individual recognition awarded to Amanda Cromhout, CEO of Truth, the SA-based loyalty specialist consultancy, as ‘International Loyalty Personality of the Year 2023’.

Cromhout was on stage in Dubai to hand over the same award to the 2024 winner, Zsuzsa Kecsmar, Founder of Antavo Loyalty Cloud, a global, remote-first technology company.

Commented Kromhout: “Tonight, South African loyalty brands led the global landscape of loyalty excellence. We can stand proud as our industry receives powerful recognition at the most prestigious loyalty awards globally.”

The International Loyalty Awards followed a two-day Loyalty Global Connect conference, during which loyalty leaders from around the world shared insights with their peers.

African-based loyalty professionals who made keynote presentations included Amanda Cromhout (Truth), Fionna Ronnie (TFG), Dr Nceba Hene (African Bank), Bathandwa Mbovane (FNB) and Mateboho Malope (Vodacom).

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