The most popular loyalty programmes in South Africa right now
Truth and BrandMapp have published the latest South African Loyalty Landscape whitepaper, showing which loyalty programmes in the country are the most popular.
Loyalty programme use has been relatively stable in South Africa over the last seven years, with 67% of the population using reward schemes in 2015 and 73% in 2022.Female customers tend to use loyalty programmes more than men;Wealthier customers tend to use loyalty programmes more than lower-income customers.
Across genders and age groups, however, loyalty programmes are most likely to influence shopping behaviour, the researchers found, followed by specific products, fuel, banking, restaurants, travel and finally, insurance.This is also reflected in the ranking of the most popular reward schemes in the country.
Among the so-called “mass market” – South Africans with household incomes of R10,000 and below per month – these are the most used loyalty programmes in the country:According to the report’s authors, loyalty in South Africa is driven by two main factors – instant reward and building up points for bigger rewards.
In contrast to this, fuel rewards and using rewards programmes to climb “tiers” – key features of banking rewards programmes – prove to be significantly less popular and influential.
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