In its 30th year, Clicks ClubCard – South Africa’s most-used loyalty programme – has won multiple awards at the 2025 South African Loyalty Awards.

Announced this week at the International Leaders in Loyalty Summit, the accolades highlight ClubCard’s commitment to delivering real value for real people – helping South Africans stretch their budgets while setting the standard for loyalty innovation.

The South African Loyalty Awards, now in its seventh year, celebrate loyalty excellence and innovation, recognising programmes that deliver measurable results and reflect global best practice. Judged by a panel of local and international experts, the awards are widely regarded as the industry benchmark.

This year, Clicks ClubCard took home three wins, four highly commended and one commended award across eight key categories. The full list of accolades includes:

Winner:

• Industry Team of the Year – reflecting the brand’s consistent delivery of loyalty excellence.
• Best Use of AI to improve loyalty experience/Performance – where AI has played a pivotal role in enhancing its overall loyalty offering.
• Best Use of Informative Content to Drive Loyalty – User-generated, social-first campaigns such as #ClicksHaul and #ClicksBeautyPlayground built community engagement.

Highly Commended:

• Best Strategic Use of Data Analytics / CRM Applications – Insight-driven offers generated significant incremental sales and improved engagement.
• Best Partnership Programme – Collaborations with FNB eBucks, Discovery, Engen and ARC that delivered shared value and measurable returns.
• Best Programme: Retail – Delivered R7.5 billion in cashback over the past thirty years and achieved South Africa’s highest loyalty usage rate amongst economically active consumers at 80%.
• Best Long-Term Loyalty Programme – Thirty years of innovation, life-stage clubs, and industry-leading redemption rates.

Commended:

• Best Use of Gamification – The “Play-to-Win” festive campaign attracted 2.2 million entries and delivered over 200% ROI.

“ClubCard continues to stand out because it’s simple, trusted and delivers real rewards that make a real difference in people’s lives,” says Dr Melanie van Rooy, Clicks Group Chief Marketing Officer.

“As we celebrate these wins, we thank our ClubCard members for choosing us and inspiring our innovation. These awards are a huge honour, and they pay tribute to the incredible people behind the card – from our data analytics, Omni and marketing teams to store staff and affinity partners.”

Launched in 1995, ClubCard has grown to just over 12.5 million active members, with 81.8% of all sales linked to loyalty and more than R7.5 billion paid out in cashback over the past three decades. Earlier this year, it was named South Africa’s most-used loyalty programme in the 2025 Truth & BrandMapp 2024/5 Loyalty Whitepaper – the fifth time in nine years it has earned this title.

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