SETTING STORE BY LOYALTY PAYS OFF
Sanet Oberholzer asks a range of companies how their loyalty cards work, both in store and online — and finds out what rewards are on offer
Your wallet is most likely home to a number of loyalty cards. In fact, the results of a 2018 Loyalty Programme Member Engagement Survey conducted by Eighty20 and Tritech Media showed that the average South African consumer is registered for nine loyalty programmes.
As outlined in the 2019/2020 Truth & BrandMapp South African loyalty landscape white paper, 72% of South Africans who are economically active are using loyalty programmes. According to information available at the time, the mostused loyalty programmes included Clicks ClubCard, Pick n Pay Smart Shopper, DisChem Benefit, Woolworths WRewards, FNB eBucks and Edcon Thank U.
But what benefits do they really offer and is it worth carrying around all these cards? We found out, down to the cent, how some of SA’s most-used reward programmes work and how you can redeem your rewards.
How does your loyalty programme work?
The Dis-Chem Benefit Programme offers real cashback to spend, where one point is worth 1 cent, as well as instant discounts on selected products, vouchers, coupons and special offers. Dis-Chem also has several partnerships through which customers can earn additional points, including Discovery Vitality, Total, BestMed, School-Days, Momentum Multiply, Legacy Lifestyle, Absa Rewards, Planet Fitness, MediHelp and Standard Bank UCount rewards.
Clicks ClubCard members earn 2% cashback on all purchases and 4% cashback when they spend more than R1,000. In essence, a spend of R250 earns 50 points that becomes R5 cashback as one point is 10c. Seniors 60 years and older earn double points on Wednesdays and BabyClub members earn double points on most baby purchases, so remember to “opt in” your baby who is up to 36 months old.
Clicks also has ClubCard partnerships where additional points can be earned. For example, at Engen, members can earn one point per litre of fuel. Other partners include Sorbet, Specsavers/Execuspecs, City Lodge and EuropCar.
SHOPRITE AND CHECKERS
The Xtra Savings rewards programme available at Shoprite and Checkers supermarkets gives consumers simple, transparent savings on their grocery shopping. It involves no points, no tiers and no levels — just swipe to receive instant savings at checkout.
PICK N PAY
Smart Shoppers receive instant Smart Price discounts in store by swiping their card at checkout. Additional discounts include personalised discounts, which are loaded onto a Smart Shopper’s profile every few weeks, and are based on the products a customer buys regularly. Smart Shoppers also receive one point for every R2 spent in store and online with the exception of PnP by Bottles, which will soon be integrated with Smart Shopper and offer loyalty points.
Customers can also earn points from Smart Shopper partners, such as BP and TymeBank, and they can switch points for partner rewards in some cases. For instance, Smart Shoppers can switch R50 in Smart Shopper points for a R100 Netflorist voucher.
The WRewards card offers instant savings on selected products and other benefits based on your status level, which is determined by the amount of money you spend: valued member, loyal member and VIP member. To know which products you can save on, keep an eye out for the green WRewards icons in store, online, on the Woolworths app or as part of the Daily Difference promotion. You’ll automatically become a WRewards member if you register for a WRewards card, have a Woolworths store or credit card or are a member of Littleword or WCellar.
How are benefits awarded and how can they be redeemed?
Benefit cardholders can shop in store or online to earn rands to spend, redeem vouchers, benefit from instant discounts and earn partner rewards. Customers can apply for a digital Benefit card via the USSD string *120*1085#, online, via the Dis-Chem app or apply for a physical card in store. A customer’s Benefit card will automatically be linked to their online profile and they will also enjoy all of their partner rewards. Customers can shop in store without having their card available by presenting a card number or the Dis-Chem app, which displays the card number to the cashier.
Points are converted into cashback in a twomonthly cycle. For this to happen, the member needs a minimum of 50 points. Once points are converted into cashback, this can be used at any Clicks and The Body Shop as well as the Clicks online store. The ClubCard member’s digital card is available for use in the Clicks app, making the conversion from plastic to digital cards easy.
SHOPRITE AND CHECKERS
The Xtra Savings rewards programme works with a physical card, which delivers savings as you shop. Shoprite and Checkers supermarkets have also invested in digital channels, including WhatsApp, to ensure an omnichannel digital experience for its customers. These channels have additional features that help members track their savings and view their personalised deals and digital till slips.
PICK N PAY
To redeem points and receive personalised discounts, a customer needs to register their Smart Shopper card. Points are loaded onto a customer’s Smart Shopper card with each swipe and this cashback can be spent directly at the till point. Customers can also earn and spend Smart Shopper points when shopping from Pick n Pay’s online shop.
Swipe your card or present your virtual card on your Woolworths app to benefit from instant discounts in store. When shopping online, make sure to link your Woolworths card to your online profile to qualify for instant savings.