Truth Launches 8th Edition of the 2023/24 South African Loyalty Whitepaper
Truth, in collaboration with WhyFive and drawing on the invaluable insights of BrandMapp, has officially launched the 8th edition of the South African Loyalty Whitepaper. The launch event took place on 15 March 2024 at the Vineyard Hotel in Cape Town. Guests were treated to a buffet breakfast and spent the morning engaging in networking and receiving first-hand insight into the latest edition of the whitepaper.
According to the 2023/24 findings:
- 76% of South African consumers currently utilise loyalty programmes, representing a three-percentage-point increase from 2022.
- This trend is consistent across income groups and genders, although younger consumers (under the age of 25) continue to participate in loyalty programmes at lower rates.
- Encouragingly, there has been a notable increase in usage overall, with approximately 30% more consumers indicating they are using loyalty programmes more frequently than in the previous year.
Leading Loyalty Programmes:
- Checkers Xtra Savings ranks as the most utilised loyalty programme among economically active South Africans, with a usage rate of 78%.
- In terms of loyalty brands deemed indispensable, 37% of economically active respondents cited Discovery Vitality as the loyalty programme they “cannot live without”.
- Within the mass market segment, there has been a marked shift: 41% of consumers in this demographic now state they cannot live without the Capitec Live Better programme, representing an increase of four percentage points year-on-year.
These insights continue to underscore the enduring relevance and growing influence of loyalty programmes across the South African consumer landscape.
For further insights and comprehensive data, the full whitepaper is available for download.
