4 minute read
Long-standing programmes
Clicks ClubCard, now a quarter of a century old, has been rated the most-used loyalty programme in South Africa – for the third year in a row.
The Truth and BrandMapp South African Loyalty Landscape Whitepaper 2019/2020 reports that 71 per cent of South African consumers use the Clicks ClubCard. Rachel Wrigglesworth, Clicks chief commercial offi cer, provides the specifi cs of the rewards offered. “Clicks ClubCard delivers two per cent discount on purchases and the opportunity to earn more cashback through double-points programmes and partners, plus unique relevant promotions such as My ClubCard deals.”
However, Wrigglesworth adds that brands understand the need to evolve. “Customers are more aware today than ever of the range of loyalty programmes in the market – what benefi ts are offered, which programmes offer real value and which programmes don’t,” says Wrigglesworth.
PARTNERSHIPS
eBucks Rewards has revealed that FNB and RMB Private Bank customers have earned in excess of R850-million in eBucks Rewards since level 5 of the national lockdown was introduced earlier this year.
Chief executive of FNB Retail and Private Banking Raj Makanjee says, “We are proud to be providing real help to customers to better manage the impact of a global pandemic on their fi nances. Due to reliance on ecommerce,
AFFINITY PARTNERSHIPS
Loyalty points now come to the party creatively via affi nity partnerships. As one of South Africa’s oldest and most-used loyalty programmes, Clicks celebrated 25 years of the ClubCard in 2020. With more than 8.4 million members (February 2020), it’s had to adapt to retain customer loyalty. Reducing the qualifying threshold for customer cashback was one element implemented.
Clicks chief commercial offi cer Rachel Wrigglesworth says ClubCard continues to provide benefi ts by enabling easy ways to boost points earnings on its Double Points Days or Seniors Days. Increased earning opportunities are now also possible with partners such as Europcar and City Lodge. In its loyalty affi nity partnership, ClubCard members can earn both ClubCard points and eBucks if they are members of both programmes and shop at Clicks or fi ll up at Engen.
ADAPT OR DIE
Long-standing loyalty and rewards programmes have needed to evolve to keep competitive with new entrants to the market. SAMANTHA BARNES fi nds out just what the legacy programmes are doing to retain loyalty
increased grocery shopping and home-delivery requirements, our partnerships with Shoprite and Checkers, Takealot and Mr D Food have provided even more value to customers in the last six months.
“The ability to earn and spend eBucks with a range of partners in these diffi cult times has been a major highlight in our efforts to help customers manage their money.”
Rewards programmes are refi ned over time to deliver optimal value. Makanjee says this helps “customers get even more value through instant rewards, rebates, and tips on how to earn and spend eBucks”. This includes adding partners to give customers wider choice and more value.
Constant and ever-changing
As with anything that works well, some aspects of loyalty programmes remain integral. “Clicks ClubCard remains a free programme to join, and remains easy to use while providing rich rewards,” says Wrigglesworth. “What has changed is the convenience of technologyenabled innovations.
“Technology enables quicker, more relevant communication on launches and unique special offers via more communication channels including emails, SMSes and in-app notifi cations.” eBucks Rewards has welcomed valuable partners including Clicks, Kauai, Takealot, KFC, Mr D Food, The Entertainer app (with more than 300 000 registered FNB and RMB Private Bank customers), Wimpy, and TaxTim, among other partners.
“Partners such as Engen – our ‘earn and spend’ eBucks partner – offer signifi cant value, where customers can earn up to R8 back in eBucks per litre of fuel,” says Makanjee. “On grocery spend, Shoprite and Checkers attract the greatest share of FNB and RMB Private Bank customer spend. Customers also earn up to 15 per cent back in eBucks when shopping at Shoprite/Checkers stores and on their Sixty60 app.”
Johan Moolman, eBucks Rewards CEO, reports, “During national lockdown, we’ve seen customers rely heavily on eBucks to cover day-to-day expenses while saving money to boost disposable income. The spend-to-earn ratio was consistently over 90 per cent, and exceeded 100 per cent over three months.
“As the country increases economic activity, customers will have the opportunity to earn and spend their eBucks with more than 30 eBucks partners across South Africa.”
