In a highly anticipated online launch, Truth—South Africa’s leading customer loyalty consultancy—unveiled the Truth & BrandMapp Loyalty Whitepaper 2022, offering an in-depth exploration of consumer loyalty behaviour across the country. The digital event, attended by industry professionals, brand executives, and media, marked the official release of the latest findings from this annual benchmark report.
This year’s whitepaper, produced in collaboration with BrandMapp, draws on the insights of over 33,000 economically active South African adults and, for the first time, incorporates data from the country’s mass market consumer segment via MoyaApp. The 2022 edition reaffirms South Africa’s status as a mature and highly engaged loyalty market, with 73% of adults utilising loyalty programmes—an encouraging sign for brands striving to strengthen customer relationships.
Amanda Cromhout, CEO of Truth, hosted the online event and presented key highlights from the research. In her opening remarks, she stated:
“We are thrilled to present the 2022 edition of the whitepaper, now with expanded insights from both mainstream and mass market consumers. The continued evolution and deepening impact of loyalty in South Africa is a story worth sharing widely.”
The launch event featured interactive discussions, data visualisations, and commentary from industry leaders. Special attention was given to the resurgence of Clicks ClubCard as the most used loyalty programme in the country, as well as the sustained dominance of FNB eBucks and Spur Family Card in their respective sectors.
Another notable finding discussed during the launch was the overwhelming consumer preference for cashback benefits. Despite the digital shift in many industries, the research revealed that physical loyalty cards remain the identification method of choice for most users.
In a highlight of the presentation, new insights from lower-income households—those earning R10,000 or less per month—showed that 82% of these consumers are actively engaged in loyalty programmes. Shoprite Xtra Savings and Capitec Live Better emerged as leading loyalty brands within this demographic, demonstrating the growing influence of loyalty in everyday consumer decision-making.
Cromhout concluded the session with a call to action for businesses:
“In a marketplace characterised by increasing competition and shifting consumer expectations, loyalty must be treated as a strategic priority. The whitepaper not only informs but equips organisations with the knowledge to innovate and lead in the loyalty space.”
The whitepaper is available for download via the Truth website, offering invaluable insights for marketers, retailers, financial service providers, and all stakeholders invested in enhancing customer retention and brand engagement.
