Amanda Cromhout, Truth CEO, writes about loyalty behaviour in the mass market.
Do South Africans use loyalty programmes? Yes they do. 73% of South Africans who fall into an income bracket of R10,000 household income p.m. or above use loyalty programmes, according to the Truth & BrandMapp loyalty whitepaper 2022. So what about consumers earning less than R10,000 household income p.m.? What is their loyalty behaviour?
