CUSTOMER LOYALTY

South African consumers are buying into loyalty programmes in a big way

By our African Marketing Confederation News Team | 2025

More than 80% of those interviewed for a customer loyalty white paper are using loyalty programmes – many belong to 10 or more schemes.

South African consumers are continuing to embrace loyalty programmes in large numbers, with more than 80% of respondents to the newly released ‘Truth & BrandMapp Loyalty Whitepaper 2024/5’ saying they make use of some sort of loyalty scheme. 

 

The white paper is a comprehensive annual snapshot of the loyalty habits of over 35,000 adults with a gross monthly household income of US$550 (R10,000) or more, combined with 8,000 people whose monthly household income falls just under that level. 

 

According to the researchers, the results highlight how local consumers are using loyalty programmes as a buffer against rising food and energy costs.

Photo: RDNE Stock project from Pexels

Amanda Cromhout, CEO of customer loyalty consultancy Truth, says South Africa can be now regarded is a mature loyalty market. Over the past 10 years, usage has grown from an average of 3.6 programmes per person to 10.3 programmes per person. 

 

Loyalty apps less popular than cards 

 

Cash-back rewards remain the number one loyalty benefit of choice. Perhaps surprisingly, consumers still prefer to swipe a loyalty card than identify themselves via apps or other digital means – although that gap is narrowing. Sixty-six percent of South African consumers prefer to swipe a physical card and 34% prefer to use an app. 

 

For the first time, the study also explores whether loyalty programmes influence consumer behaviour in relation to social causes they care about. South Africans show less concern towards sustainability, instead preferring education as the social cause they like to support. 

 

ClubCard – the loyalty programme of health, beauty and wellness retail group Clicks – is most popular loyalty programme in the country, with 80% of respondents to the study saying they use it. 

 

“Clicks ClubCard cash-back is used as a currency for financial survival, and we see redemption of cash-back at an all-time high. Members don’t just spend their cash-back on luxuries, but often on staples like soap and toilet paper,” comments Dr Melanie Van Rooy, Chief Marketing Officer at Clicks Group. 

 

Outside of the retail sector, FNB eBucks and Spur Family Card retain their top positions of the most used banking and quick-service restaurant loyalty programmes. 

 

You can find out more about the ‘Truth & BrandMapp Loyalty Whitepaper 2024/5’ here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.