RE A L RE WA RD S
Real INSIGHT, real rewards
Nicita Allies
What do customers really want from a loyalty programme? THANDO PATO chats to some consumers to find out
Nicita Allies Senior account manager, Cape Town “I am a member of 13 loyalty programmes, and they definitely don’t all serve me. Cotton On, eBucks, and Checkers Xtra Savings card are my favourites. I don’t think it would hurt if H&M had a loyalty programme. The brand services my family’s needs as it has a kiddie, home, women and men’s section, and the prices are reasonable. With my ideal programme, I would like to get rewarded for my purchases immediately. I want a programme that doesn’t require me to spend an arm and a leg to get a discount, and considers things such as birthday vouchers. My worst loyalty programme is Foschini. They want you to spend R1 000 to get R50 off. What’s the point?”
Pusetso Mabetoa
Lesiba Langa
Pusetso Mabetoa
Lesiba Langa
Alexander Forrester-Strydom Account director, Cape Town “I find value in some of my loyalty programmes; they are useful and add value from a savings point of view. But I think that generally, across all loyalty programmes, you have to invest too much of your time and resources to see benefits, and I would like to see brands reward you more quickly, without so much effort required.”
WHAT MAKES A LOYALTY PROGRAMME WORK? Lauren Moore, junior consultant at Truth, which specialises in building loyalty programmes, says: “Truth has created a blueprint for loyalty success. New programmes can take this framework into consideration when designing their programme or existing loyalty programmes can use it to measure their success.” Moore says the five critical success factors for any loyalty programme are:
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1. 2. 3. 4. 5.
Alexander Forrester-Strydom
It must be simple to use and transparent. It must be visible to the consumer, so they are aware of it and how it works. There must be customer engagement with the programme. The consumer must have a seamless experience throughout the user journey. It must match the brand values – the values of the programme and those of the brand need to be aligned.
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Senior manager, Pretoria “I am a member of several loyalty programmes such as Clicks, Pick n Pay Smart Shopper, eBucks, Woolworths, Cotton On, Factorie and Sorbet. My Clicks ClubCard only works for me when I swipe with it at Sorbet, which I go to often, so that’s where I get my points and then cashback rewards that I use to buy toiletries. I buy my nieces’ clothes at Cotton On. Their programme is not user-friendly. Woolworths can do more. It used to be that you could gather points, but now you don’t really get that much from them. eBucks is good because they give you tips on how to accumulate points and they have a lot of partners. I wish stores such as Big Blue had loyalty programmes. I spend a lot of money on local products – there needs to be a focus on 100 per cent South African brands.”
Entrepreneur, Johannesburg “I am a member of a few loyalty programmes, but I hardly use them. In retrospect, I think most of them are a scam because you must spend ridiculous amounts of money to get value from them. A loyalty programme that I think needs to be considered is one for petrol. If petrol brands like Engen or Shell had a loyalty programme where I could get discounts on petrol every time I went to fill up, I would definitely sign up.”
L O YA LT Y & R E W A R D S
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