South Africans have more than 100 loyalty programmes to choose from, and 76% of us use at least one. We prefer cashback rewards.
‘Wealthier consumers belong to 9.4 programmes on average,’ says Amanda Cromhout, the founder and CEO of Truth. ‘And they’re using loyalty programmes where it counts: to save money on day-to-day living expenses like fuel and groceries.’
As consumers, we’ve come to expect to be rewarded when we shell out our hard-earned cash. Technology makes it easier to earn and spend loyalty rewards, and companies are able to track how you spend money, giving you personalised experiences that they reward accordingly. This influences where we shop.
The numbers tell the story. Clicks ClubCard members spend an average of 85% more than non-members, according to Dr Melanieprogrammes,’ she says. ‘In the past year alone, it put more than R713 million in cashback rewards into the pockets of consumers.’
