FOLLOW UP - The most popular loyalty programmes in South Africa – with a new number one
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GUEST – Amanda Cromhout - CEO of Truth
Market research firm BrandMapp and consultancy Truth have published the 2023/24 Loyalty Whitepaper, revealing which loyalty programmes are the most used in South Africa – with Checkers Xtra Savings now in the top spot.
The whitepaper looks are different economic segments, namely the ‘economically active’ group of South Africans – 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. Economically active consumers only represent 30% of all adults but are 100% of the country’s tax-paying base and 85% of all consumer spending.
The most popular loyalty programmes change significantly across segments. In the 2023/24 study, the group found that 76% of South Africans now use a loyalty programme in some capacity, up three percentage points from the 2022/23 survey. Among respondents, around 30% indicated that they were using loyalty programmes more over the past year – echoing findings from analysts, debt councillors and the banking sector, where they pointed to South African’s becoming more reliant on different ways to counter the rising cost of living in South Africa.
Market research firm BrandMapp and consultancy Truth have published the 2023/24 Loyalty Whitepaper, revealing which loyalty programmes are the most used in South Africa – with Checkers Xtra Savings now in the top spot.
The whitepaper looks are different economic segments, namely the ‘economically active’ group of South Africans – 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. Economically active consumers only represent 30% of all adults but are 100% of the country’s tax-paying base and 85% of all consumer spending.
The most popular loyalty programmes change significantly across segments. In the 2023/24 study, the group found that 76% of South Africans now use a loyalty programme in some capacity, up three percentage points from the 2022/23 survey. Among respondents, around 30% indicated that they were using loyalty programmes more over the past year – echoing findings from analysts, debt councillors and the banking sector, where they pointed to South African’s becoming more reliant on different ways to counter the rising cost of living in South Africa.