Clicks ClubCard has regained its poll position as the most used loyalty programme in South Africa in the latest Truth & BrandMapp Loyalty Whitepaper, achieving an 80% usage rate amongst economically active consumers.

The progamme also achieved a 73% usage rate amongst mass market consumers - outpacing Checkers Xtra Savings’ 76% and 66% respectively. This is the fifth time over the past nine years that Clicks ClubCard has received this accolade.

“This recognition comes at the perfect time as we celebrate 30 years of ClubCard this year - truly a wonderful birthday gift," said Dr. Melanie Van Rooy, Clicks Group Chief Marketing Officer. "We are immensely proud of this achievement and deeply thankful to our loyal customers for making ClubCard South Africa's favourite retail loyalty programme. This milestone underscores our commitment to offering customers sustained value, convenience and innovation.”

According to the Loyalty Whitepaper, loyalty programmes play a significant role in combatting financial strain for consumers, with 26% of economically active South Africans relying on loyalty programmes to help with their daily financial struggle and 19% of mass market consumers using loyalty programmes to deal with the rising cost of living.

Van Rooy says that the majority of Clicks ClubCard members wait for their cashback, so much so that they delay purchasing behaviour towards cashback issue dates.  “We have definitely seen a shift in cashback redemption. Members don’t just spend their cashback on luxuries, but often on staples such as soap and toilet paper. When cashback is issued once every two months, Clicks call centre teams hear frequently from ClubCard members that they need their cashback points!”.

As a multiple award-winner at the 2024 SA Loyalty Awards - including Highly Commended in the Best Retail Loyalty Programme category and Best Use of AI and Best Strategic Use of Data Analytics - Clicks ClubCard continues to evolve, embracing hyperpersonalisation and digital solutions to improve the customer shopping experience, whilst driving loyalty and engagement.

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