SAns are using their loyalty programmes more - see the most popular ones (survey)

76% of consumers in South Africa use loyalty programmes, according to the 2023/4 Loyalty Whitepaper released by loyalty consultancy Truth in partnership with market research company BrandMapp.

That is 3 percentage points up from 2022.

The study also reveals that people participating in loyalty programmes have been using them more, by a significant 30%.

This year's edition is the 8th of the white paper, which reveals how many of us are taking part in which loyalty schemes.

"THIS kind of loyalty (programmes) is essentially about, the more you spend with us, the more nice things we'll give you and the more we'll actually know about you and what you want to spend money on... so that we can tailor our products accordingly."

Wendy Knowler, Consumer Journalist

These 'nice things' we get take many forms and have evolved quite a bit over the years, notes Knowler.

"And, no surprise, the form which South Africans respond to best, is the cash kind... or maybe even more across the mass market, is the airtime/data kind."

Wendy Knowler, Consumer Journalist

The white paper is a snapshot of over 35,000 South African adults surveyed in two different economic segments.

It looks at the ‘economically active’ group – homes with a monthly household income of at least R10,000, and the ‘mass market’ consumer – lower-income households earning less than R10,000 a month.

Checkers Xtra Savings comes out tops as the most used loyalty programme across wealthier consumers, marginally ahead of Clicks ClubCard.

For mass market consumers, Shoprite Xtra Savings is the most popular programme, followed by Capitec Live Better.