Bizcommunity article features Truth & BrandMapp Loyalty Whitepaper 2019/20
These are SA’s favourite loyalty programmes for 2019/20
Retail loyalty programmes continue to lead the charge when it comes to loyalty programme usage in South Africa. For the third year in a row, Clicks ClubCard remains the most used loyalty programme in South Africa, with 71% of South African consumers saying they use it the most.
Pick n Pay Smart Shopper and Dis-Chem Benefit remain unchanged in holding their positions at 2nd and 3rd place, respectively. The only retail bank to make it into the top 5 most used loyalty programmes in South Africa is FNB eBucks. Both FNB eBucks and Woolworths WRewards surpassed Edcon Thank U (previously in 4th position), forcing Edcon Thank U out of the top 5 most used programmes in South Africa.
The results are the latest findings of the 2019/20 Truth and BrandMapp South African Loyalty Landscape Whitepaper, a comprehensive annual snapshot of the loyalty habits of 26,100 adults, with a gross monthly household income of R10,000 or more.
Slight decline in loyalty usage
The total number of respondents using loyalty programmes is 72%, representing a slight decline since the previous year. However, it is a 7% points decline in loyalty programme usage since 2017.
Amanda Cromhout, founder and CEO of Truth says, “We conclude that this is intricately linked to overall consumer spend and economic confidence in South Africa. Consumers’ loyalty programme usage (in particular in the retail environment) is directly correlated to spend habits, which are under threat due to a more unstable environment.”