![\"\"](\"https:\/\/businesstech.co.za\/news\/wp-content\/uploads\/2018\/12\/Loyalty.png\")
<\/a><\/p>\nThe total number of respondents using loyalty programmes is 75%, with a slight decline of 4% points from 2017. Up until now, loyalty usage has grown year on year. The South African loyalty landscape has entered a level of maturity when it comes to how consumers are using loyalty programmes, said Truth.<\/p>\n
Amanda Cromhout, founder and CEO of Truth, said:\u201cThis maturity witnessed in the market is a combination of consumers being more astute, as well as brands aiding this to happen: i.e. educating members how to get the most out of the programme. Increased participation in these programmes brings \u00a0increased points redemption and higher levels of engagement.\u201d<\/p>\n
The results among the retail banking loyalty programmes remained unchanged. In dialogue with FNB eBucks, Standard Bank UCount & Absa Rewards, all see their loyalty propositions as a means to help South Africans in these cash-strapped difficult times. All specifically state that their partnerships in either grocery and fuel really help their customers.<\/p>\n
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- FNB eBucks is still the most used loyalty programme in the banking space, clinching the sixth spot overall, with 36% of respondents using eBucks<\/li>\n
- Absa Rewards & Standard Bank UCount, remain at 11th<\/sup>& 12th<\/sup>position respectively and Nedbank Greenbacks, is placed at no. 18<\/li>\n<\/ul>\n
The most used loyalty programmes in South Africa in 2018:<\/strong><\/p>\n
![\"\"](\"https:\/\/businesstech.co.za\/news\/wp-content\/uploads\/2018\/12\/Loyalty1.png\")
<\/a><\/p>\nThe 2018\/19 whitepaper reveals that 59% of survey respondents who use loyalty programmes prefer to use a card, whilst 47% prefer to use an App. 33% of the survey respondents would prefer an automatic system that identifies them at the paypoint.<\/p>\n
Card usage is still highly adopted by South African consumers. Brands need to realise the different needs consumers have across different channels.<\/p>\n
Ros Netto, Loyalty & CRM consultant at Truth said: \u201cIt is no longer an \u201ceither\/or\u201d debate about having a physical card or an App. It is rather a strategic decision to ensure that your programme responds to what your consumers prefer to ensure that their expectations are met and that you offer a seamless experience regardless of channel.\u201d<\/p>\n
Eight out of 10 respondents said they belong to a loyalty programme to collect points and earn rewards. 51% say they belong to loyalty programmes to save money.<\/p>\n
In a tough economy, consumers continue to search for monetary value. This is evident in the results showing consumers still prefer cashback (73%) and instant discounts (57%) over any form of VIP treatment, such as priority queues or exclusive experiences.<\/p>\n
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