On average, consumers are enrolled in eight loyalty programs across different categories. The top-ranking loyalty program based on membership numbers is Clicks' ClubCard, with 71% of respondents being ClubCard holders. Pick n Pay Smart Shopper follows in second place with 66% membership, Checkers Xtra Savings in third with 65%, Shoprite Xtra Rewards in fourth with 58%, and Capitec Live Better in fifth with 53%.
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GLOTrendER/infoQuest evaluated the most popular consumer loyalty programs in the country.
In May 2023, the survey questioned over 300 South Africans about their membership in loyalty programs, which ones they use most frequently, and which ones they favor. The growing popularity of loyalty programs can be attributed to various factors, particularly the economic climate, as consumers seek ways to save money wherever possible.
Advancements in technology have made loyalty programs more convenient to use, allowing consumers to accumulate points and claim discounts on products effortlessly, according to infoQuest. On average, consumers are enrolled in eight loyalty programs across different categories.
The survey also revealed that consumers in the 35 to 49 age group are members of the highest number of loyalty programs, with an average of ten programs per person. On the other hand, the younger generation (aged 18 to 24) has the fewest memberships, at seven programs, although this is still a significant number.
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Furthermore, the data showed that women tend to belong to slightly more loyalty programs than men, with an average of nine compared to seven.
The top-ranking loyalty program based on membership numbers is Clicks’ ClubCard, with 71% of respondents being ClubCard holders. Pick n Pay Smart Shopper follows in second place with 66% membership, Checkers Xtra Savings in third with 65%, Shoprite Xtra Rewards in fourth with 58%, and Capitec Live Better in fifth with 53%.
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The loyalty programs with the highest memberships are also the ones perceived to provide the most value to consumers. Pick n Pay Smart Shopper is viewed as the most valuable, followed by Clicks ClubCard in second place and Checkers Xtra Savings in third.
Although Pick n Pay Smart Shopper is considered to offer the most value, Clicks’ loyalty program emerges as South Africans’ overall favorite, albeit by a narrow margin. Capitec and Shoprite occupy the second spot, with Pick n Pay and Checkers following closely in fourth and fifth places.
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The preference for a specific loyalty program is mainly driven by the tangible benefits it offers, such as cashback and discounts, according to the report. In the 25- to 49-year age category, Capitec’s loyalty program stands out as the most favored.
Mogorosi Mashile, MD of TrendER/infoQuest, pointed out that several factors contribute to the popularity of loyalty programs. The competitive market landscape has resulted in numerous choices for consumers, and loyalty programs serve as incentives for customers to remain loyal to particular brands. Moreover, the convenience and accessibility of loyalty programs have significantly improved through digital platforms and mobile apps.
Given the current economic uncertainty, the importance of value and cost savings has been amplified for consumers. Loyalty programs offer a means for customers to stretch their budgets by accessing discounts and rewards, making them even more appealing during financially challenging times.
Access full survey here
