Loyalty in South Africa is no longer a buzzword – it’s a business imperative. With 82% of South Africans now using loyalty programmes (up from 76% in 2023), loyalty is driving more repeat purchases than ever.
In today’s price-sensitive market, customers want real value, and loyalty rewards are helping them find it. And with the right tools, your loyalty strategy can do more than reward customers – it can grow your business.
Loyalty drives real behaviour
It isn’t just about retention – loyalty rewards actively shape where and how people shop, helping you stand out from the fierce competition. This is especially true in the difficult economic times we’re facing now.
According to the 2024/5 Truth & BrandMapp Loyalty Whitepaper, 77% of South Africans say loyalty influences where they buy groceries. Another 51% say it affects where they buy fuel, and 26% say it determines which restaurants or coffee shops they visit.
This is a stark reminder that if you’re not part of your customer’s loyalty journey, you may not be part of their next purchase either.
Repeat customers spend more
Research shows that Clicks ClubCard shoppers who engage across multiple channels are worth 4.2x more than the average customer. That’s the power of loyalty done right – higher frequency, higher spend, and stronger emotional connection.
Rewards must be valuable and immediate
South Africans are clear about what matters: Real cashback is the #1 loyalty benefit. 41% want instant rewards, whereas 39% prefer to build up points. Loyalty works best when it feels easy and worthwhile from the very first transaction.
Loyalty rewards are a lifeline in tough times
With rising costs, loyalty is the third most common consumer coping strategy after cutting clothing and going out less. 26% of South Africans say they even rely on it to manage everyday expenses. So, your loyalty programme could just be the reason customers come to you in the week before pay-day.
Customers want rewards, not cluttered wallets
South Africans are increasingly moving away from cluttered wallets and choosing digital convenience. That’s why we created My Cards – a simple way to store not just loyalty cards, but also digitise your physical membership cards, rewards cards, and digital vouchers.
All the cards a customer needs when shopping can be found in one place, inside the Zapper app. This means fewer forgotten perks, fewer misplaced cards, and faster, smoother checkout. For your business, that adds up to happier customers who keep returning.
Loyalty programmes must lead to growth
Ultimately, loyalty is about growing your business. With South Africans signing up for loyalty rewards more than ever, the question isn’t if you should have a loyalty programme – it’s whether it’s doing enough to grow your business.
Having been designed to help you get new customers through in-app discovery, Zapper offers built-in rewards like digital loyalty cards, discount vouchers, and more, so you can easily turn these first-timers into regulars.
On top of this, each Zapper payment gives you insights into your customer’s behaviour. This means you get all the data you need to be able to upsell, cross-sell, or send personalised nudges that boost sales and retention.
Building loyalty with Zapper
Zapper’s loyalty system allows merchants to create custom loyalty campaigns, enabling them to configure rewards based on purchase frequency, spending thresholds, or specific products.
Customers earn loyalty points when making payments with the Zapper app at participating merchants, unlocking a benefit like a discount or freebie when they get that final virtual tick on the loyalty card.
Additionally, Zapper’s “My Cards” feature enables users to digitise and store all their loyalty, rewards, and membership cards from various retailers within the Zapper app, eliminating the need to carry multiple physical cards.
To turn your everyday success into long-term success, explore how you can build loyalty with Zapper or talk to our team.
For more insights, download the 2024/5 Truth & BrandMapp Loyalty Whitepaper.
