Pick n Pay says its partnership with FNB eBucks is helping attract more shoppers and strengthen customer loyalty, with the retailer reporting double-digit year-on-year growth in FNB customers shopping in-store and through its asap! app.

The partnership, launched in November 2024, has generated around R600 million in savings for shared customers while encouraging more frequent shopping at Pick n Pay.

Speaking to Daily Investor, Pick n Pay executive head of eCommerce, Innovation and Digital Transformation Vincent Viviers said the rewards programme is helping reconnect customers with the retailer as it works through its turnaround plan.

The retailer has been closing underperforming stores, restructuring its operations and previously pushed back the expected return to profitability of its core supermarket business to 2029.

Viviers said promotions such as the Burger Friday campaign have played a major role in driving traffic. Since launching in mid-2025, customers have claimed more than seven million burgers, delivering roughly R100 million in savings.

FNB eBucks CEO Pieter Woodhatch said the bank has also seen stronger engagement, with customers visiting Pick n Pay more often and spending more per trip.

According to Pick n Pay, shoppers attracted by deals like Burger Friday and the 99-cent loaf of bread typically add more than R100 worth of additional groceries to their baskets, helping increase overall sales.

The retailer added that customers using the asap! app are more likely to become repeat shoppers, while stores with FNB branches have also recorded an increase in new bank account sign-ups linked to the rewards programme.

Both companies said the partnership is designed to build long-term customer loyalty, making Pick n Pay the preferred grocery retailer while keeping FNB as customers' primary banking partner.

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