Amanda Cromhout featured as a guest on the Cape Talk ConsumerTalk radio show with Wendy Knowler & Pippa Hudson to discuss the latest South African Loyalty Landscape insights.

Listen to the interview & read the full article below:


Here’s what makes a loyalty rewards programme a must-have for consumers

South Africans love a good loyalty rewards programme.

The Clicks ClubCard emerged as the most used loyalty programme in the country.

This is according to the South African Loyalty Landscape Whitepaper 2018 by loyalty consultancy firm Truth.

The whitepaper aims to give the most comprehensive, annual snapshot of the loyalty programmes in SA.

The top five most- used are from the following retail stores:

  • Clicks ClubCard
  • Pick n Pay Smart Shopper
  • Dis-Chem Benefit
  • Edcon Thank U
  • Woolworths WRewards

The insights were gathered from input from 25 000 economically active South Africans, with a total household income of more than R10 000.

Truth CEO Amanda Cromhout says the number of South Africans who use loyalty programmes has declined – from 79% last year to 75% this year.

Women belong to 6.2 loyalty programmes‚ on average‚ with men having signed up to an average of 4.5, Cromhout advises.

She explains that the most desired loyalty rewards‚ by far‚ are cash back and instant discounts.

Cromhout detailed the latest consumer insights in a conversation with consumer journalist Wendy Knowler.