In a shaky year, marked by the financial uncertainty led to by the Covid-19 pandemic and nationwide lockdowns, loyalty and reward programmes throughout South Africa’s retail areas have emerged as clear winners – for each retailers and shoppers.
The 2021 Truth & BrandMapp South African Loyalty Whitepaper reveals that there was a big shift in shopper behaviour after the disruptive year of 2020, with consumers extra turning to loyalty programmes than ever earlier than.
According to the group, 74% of economically lively South African are utilizing loyalty programmes in 2021. This is a slight improve of two proportion factors since 2019 – the final time the survey was carried out.
Since the inception of The Truth & BrandMapp Loyalty Whitepaper in 2015, there was an general improve in loyalty programme utilization of seven proportion factors from 67% in 2015 to 74% in 2021.
More ladies than males use loyalty programmes, and the demographics are skewed even additional alongside age traces: individuals over 25 are much more more likely to subscribe, whereas these underneath 25 desire to provide the schemes a skip.
“What is important is that the variety of loyalty programmes which South Africans belong to has elevated considerably to eight.7 programmes on common. We additionally see that Covid-19 has flattened the gender curve in phrases of loyalty programme utilization.
“Males are now using loyalty programmes more and at a higher rate than their female counterparts, which has never been seen before in the BrandMapp survey. We believe lockdown and working from home has driven this change,” the group stated.
The BrandMapp survey captured the opinions of over 33,000 South Africans with a family earnings of greater than R10,000 a month. While this represents solely 30% of the South African inhabitants, it represents 100% of the nation’s tax-paying base and 80% of all shopper spending, the group stated.
The most used loyalty programme in the nation is the Pick n Pay Smart Shopper scheme, which regained the highest spot after slipping behind the Clicks ClubCard in 2019.
Clicks continues to be a top-ranked programme, just one% under Pick n Pay, whereas Dis-Chem’s Benefits programme retained third.
According to BrandMapp, the most vital wins had been seen in the retail house, the place positive factors had been seen nearly throughout the board. Only the Thank U rewards card from the beleaguered Edgars group noticed a big decline in the highest 10.
“It is significant to note the arrival of The Shoprite Group onto the loyalty scene,” BrandMapp stated.
“Checkers Xtra Savings has been in the market for less than two years and has confidently taken the 4th position of most used programmes. 60% of South Africans use Checkers Xtra Savings, which is particularly impressive given it is still a new player versus other long-established loyalty brands.”
However, the group famous that its survey respondents have a family earnings of R10,000 or extra per 30 days, which can not replicate the Xtra Savings programme’s correct attain. In September, the Shoprite group reported that its Xtra Savings Rewards Programme has signed up over 20 million members since its launch.
Other new programmes into the South African market, inside the high 25 most used loyalty programmes, are Shell V+ and DSTV Rewards, with the variety of South Africans utilizing their programmes at 19% and 11%, respectively.
“We also see re-launched programmes by the telco giants, Vodacom (VodaBucks) and MTN (Yellobucks) sitting within the top 25 most used loyalty programmes for 2021,” BrandMapp stated.
These are the highest 25 loyalty programmes in South Africa:
“Given the dominance of shops in the highest 10 most used loyalty programmes, we have to spotlight that the one loyalty model outdoors of retailing which options in the highest 10 is FNB eBucks. 36% of South Africans use eBucks, which is up by three proportion factors from 2019.
“eBucks has consistently always been the most used non-retail loyalty brand throughout the Truth & BrandMapp Loyalty Whitepaper series,” it stated.
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