Huge win for Pick n Pay
Retail group Pick n Pay’s collaboration with FNB has made a strong and promising start, with a notable percentage of shoppers switching full baskets over to the group.
Launched in November 2024, the partnership positioned Pick n Pay as the primary grocery retail partner for FNB’s eBucks program and has seen notable expansions.
The benefits, initially only available to select FNB cardholders, are now expanding to a broader customer base, with Pick n Pay CEO Sean Summers noting “promising results” from the first four months with the initial group.
FNB has reported significant behavioural changes among its customers, even with limited initial access.
According to the companies, private banking clients who opted into the programme have substantially increased their spending.
This includes 90% of this growth coming from customers who previously spent less than 20% of their grocery budget at Pick n Pay but are now choosing the retailer for their full grocery baskets.
The up-to-30% discount on on-demand delivery through Pick n Pay asap! has driven a 98% increase in online shopping among these customers since November 2024.
Notably, spending on clothing has also seen an uptick, indicating the partnership’s broad appeal beyond just groceries.
Now, their offerings are expanding.
From April 1, 2025, FNB Premier cardholders earn up to 30% back in eBucks on Pick n Pay’s asap! service and up to 20% in-store, including Clothing and Liquor.
Aspire cardholders receive R150 in monthly eBucks vouchers.
Furthermore, the programme is now accessible to FNB’s Personal segment, which represents over 20% of its total retail client base and a significant R57 billion annual grocery spend.
FNB Business customers, encompassing small, medium, and larger enterprises, now benefit, earning up to 30% back in eBucks on Pick n Pay asap! purchases and up to 20% in-store, including Pick n Pay Hyper, on a range of items including office essentials.
This widespread integration aims to bring the rewards of the partnership to the full base of 6.4 million active eBucks members, a substantial increase from the initial 1.4 million benefiting.
Other offerings
There has been a series of offers stemming from the newly launched ‘Iconic Duo’ partnership between Pick n Pay and FNB.
They collaborated on campaigns like the 99c bread offer, which saw an impressive 400,000 vouchers issued to FNB Easy customers in December 2024 alone, doubling their average basket size.
FNB anticipates distributing between four and six million bread vouchers in the next financial year.
Adding another layer, Pick n Pay and FNB have recently launched their “Burger Friday” deal.
Available every Friday starting from 4 April 2025, customers can purchase everything needed to make four cheeseburgers at home for R50 (R12.50 per burger) when they swipe their registered Smart Shopper card and pay with their FNB card in-store.
Customers who only swipe their registered Smart Shopper card will benefit, paying R100 for the same ingredients.
The deal includes a choice of PnP Burger Patties 4s (Beef/Boerie/Cheese/Pepper), PnP Bakery Buns (4s), Lettuce Mix (80g), Slicing Tomatoes (2s), and Lancewood Processed Cheese Slices (175g).
“We’re making it easier for families to enjoy a delicious homemade meal at an unbeatable price. This deal is about making family mealtimes more convenient and affordable while still delivering on taste and quality,” says Peter Arnold, Pick n Pay: Executive Commercial Fresh.
There is a limit of three deals per customer per week.
Looking ahead
Both Pick n Pay and FNB are optimistic about the future of their collaboration.
Looking ahead, FNB plans to further integrate its services within Pick n Pay stores, with the rollout of 33 new FNB banking kiosks by June 2025, and an expansion to 100 stores by June 2026.
Overall, the partnership between Pick n Pay and FNB is proving crucial for the retailer amid ongoing challenges.
As FNB’s primary grocery partner in the eBucks program, Pick n Pay is gaining access to a broader customer base, with benefits now extending.
The partnership has already driven significant changes in customer behavior, including increased spending on groceries and clothing.
Notable promotions, like the 99c bread offer and Burger Friday deal, are further boosting engagement.
With plans to expand FNB services in stores, this collaboration offers strong growth potential for both brands.
The partnership is expected to evolve, with FNB planning a further announcement with Pick n Pay in September.
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