This is great news for South African companies with already
established loyalty programmes or for those companies looking to embark on the
loyalty journey. What’s important to note, however, is that this statistic
represents consumers joining loyalty programmes, not necessarily those engaging
with them on a regular basis. Whilst it’s essential to attract new members to
your programme, existing users of programmes are becoming a lot more discerning
in their use of them. Those programmes that are designed with the consumer in
mind and which motivate them to engage, are the programmes that consumers will
continue to use. A relevant value proposition, based on attainable rewards that
resonate with the audience are vital ingredients in the design of any
programme.