consideration and much customer research, Absa took a decision to completely revamp its loyalty proposition and launched its new programme in May 2009, says Fayelizabeth Foster, GM at Absa Rewards. “Customer retention and satisfaction were key in that decision. The new programme offers real tangible value. Absa Rewards isn’t about earning points or accumulating credits: programme members earn their rewards in cold, hard cash – which makes it very attractive,” says Forster.
Each time an Absa Rewards member swipes his Absa debit, credit or cheque card at any of the more than 70 Absa Rewards partners they earn a percentage of their purchase back in cash rewards. Those can then be redeemed for cellphone airtime, shopping vouchers, an Absa investment, travel arrangements or a donation to a