GIVING MEMBERS WHAT THEY WANT, WHEN THEY WANT IT

Through cutting-edge data science, TFG customers get access to innovative, rewarding shopping experiences

TFG Rewards is one of South Africa’s largest fashion retail loyalty programmes, with more than 35.6million members. In a tough economic climate when consumers are struggling to purchase essentials, TFG continues to deliver more than R1bn in savings back to customers, says Fionna Ronnie, head of customer & loyalty at TFG.

“Creating and maintaining a loyalty programme with this many members requires meticulous planning and dedication. Through cutting-edge data science that assesses more than 20-billion data points and bespoke customer analytics, we provide our customers with rewards they truly want,” says Ronnie.

In addition to accumulating numerous accolades over the years, TFG Rewards is frequently referred to as a best-in-class example of a fashion and lifestyle loyalty programme. A key differentiator of the programme is the “Swipe & Save” offers. These are offers of the season’s most wanted items, which are curated working with the group’s 26 South African retail brands on the programme.

TFG Rewards members are given access to innovative and unique experiences, and by leveraging AI and machine learning,

TFG successfully launched TFG Rewards CoinQuest, which went to market in December 2023. CoinQuest drove customer engagement across stores, social media and via a gamification platform. The results were impressive — it delivered a 50% uplift in turnover, doubled redemption rates — which is industry leading — and attracted 1.3 times more shoppers with a Rewards card.

Gamification offers TFG’s brands an opportunity to move away from purely transactional loyalty engagements to delivering experiential loyalty. Customers love to engage with their favourite brands on this platform, spending as much as six minutes per session vs the industry average of three minutes. TFG Rewards’ gamification platform saw the introduction of a non-fungible token concept, enabling a Reward’s member to win a TFG Rewards Gold Card to the value of R100,000.

In addition, TFG’s AI-driven data science models enabled it to deliver an additional 47% in incremental revenue.

The customer data produced by the platform has been leveraged to deepen the retailer’s understanding of member choices and preferences as well as to drive further precision marketing campaigns.

TFG is a destination of choice for

Gen Z shoppers, with various TFG brands voted as South Africa’s coolest brands in the 2023 Sunday Times GenNext survey.

“We know that our Gen Z shoppers want choice, and this is where they can ‘Swipe & Win’ their share of R45m in rewards, ranging from clothing, food, transport, entertainment and more, putting members in control of their prize selection. Someone wins every 30 minutes, across every brand, forging emotional connection and helping customers live their best lives,” says Ronnie.

“We have a culture of innovation at TFG, pioneering new technologies that result in more rewarding shopping experiences and providing our TFG Rewards members with more convenience and choice. Now, more than ever, we’re focused on delivering choice and instant gratification when and how members want it.”

Someone wins every 30 minutes, across every brand, forging emotional connection and helping customers live their best lives FIONNA RONNIE

Head of customer & loyalty at TFG