The most popular loyalty programmes

Economically active consumers use grocery brands the most

Checkers Xtra Savings and Clicks ClubCard are the most used loyalty programme across wealthier consumers, according to the South African Loyalty Landscape white paper by Truth and BrandMapp. The top two are followed by Pick n Pay Smart Shopper, Dis-Chem Loyalty Benefit, Woolworths WRewards, Spar Rewards, Shoprite Xtra Savings, Makro mCard, FNB eBucks and TFG Rewards.

In the retail sector, the five most used programmes among economically active consumers are Checkers Xtra Savings, Clicks ClubCard, Pick n Pay Smart Shopper, Dis-Chem Loyalty Benefit and Woolworth WRewards. In financial services, the most used programmes are FNB eBucks, Capitec Live Better, Discovery Vitality, Absa Rewards and Standard Bank UCount.

For mass-market consumers, Shoprite Xtra Savings is the most used programme, followed by Capitec Live Better, MoyaApp Rewards, MTN YelloBucks, Checkers Xtra Savings, Pick n Pay Smart Shopper, Clicks ClubCard, Vodacom VodaBucks, Spar Rewards and TFG Rewards.

In the retail sector, Shoprite Xtra Savings, MoyaApp Rewards, Checkers Xtra Savings, Pick n Pay Smart Shopper and Clicks ClubCard are the most used programmes. In financial services, Capitec Live Better rates number one, followed by FNB eBucks, Absa Rewards, Old Mutual Rewards, Nedbank Greenbacks and Standard Bank UCount.

In the economically active category, six out of the top 10 most used loyalty programmes are grocery retailers. For mass-market consumers, only four grocery retailers are listed in the top 10 most used loyalty programmes. Mass-market consumers seem to value non-retail brands in their most used loyalty programmes more than wealthier consumers.

More than half of economically active consumers say that loyalty programmes significantly influence their fuel brand of choice, with loyalty rating higher than friendly and efficient staff, fuel preference, convenience store choice, car wash or fast food outlet.

If consumers had to choose just one programme they couldn’t live without, Discovery Vitality is the programme of choice for economically active consumers, while Capitec Live Better is the programme of choice for mass-market consumers.

The top five programmes that both economically active consumers and massmarket consumers say they can’t live without are Absa Rewards, Capitec Live Better, Checkers Xtra Savings, Clicks ClubCard and Discovery Vitality.