By: Natasha Archary

Amanda Cromhout, CEO of Truth joins Gugulethu Mfuphi on Kaya Biz to share some of the most popular loyalty programmes in 2023/24.
With over 72% of South Africans tied to some sort of loyalty programme, what are the key benefits of such programmes for the average consumer? Most companies tend to focus their marketing campaigns on attracting new customers, whereas loyalty programmes are designed to look after existing ones.
Offering various rewards for being a dedicated consumer of their brand, each loyalty programme has different incentives but the key messaging is the same.
The aim is to keep customers coming back for more.
Listen to the conversation on Kaya Biz:
Here are 3 benefits of loyalty programmes:
Accumulate points that can be exchanged for cash
This is one of the most common loyalty programmes, with many companies allowing customers with loyalty cards the option of swiping their cards to build points.
These points eventually add up to a Rand value which is then used at one of the brand’s affiliated partners.
Creates brand affiliates
Valuable customers aren’t just the ones who spend their money on your brand, it’s also the people who generate leads for your business. Those who spread awareness about programme you offer and the rewards they can reap.
Build personal relationships with the customer
According to South African stats on loyalty programmes, 66% of people will sign up for a loyalty programme if it builds an ongoing relationship, making customers feel valued instead of invisible.
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