The average middle-class adult in South Africa now belongs to about nine loyalty programmes, and mostly loves using Pick n Pay's Smart Shopper and Clicks' Club Card, a new survey shows.

Ntando Thukwana | Business Insider SA

 , Business Insider SA

 Oct 06, 2021, 11:34 AM

The 2021 survey conducted by BrandMapp and Truth Loyalty found that 80% of the polled consumers mostly use grocery retailer Pick n Pay's Smart Shopper card. It has shown an increase of 22% since 2019, which was the most significant jump across all retailers in the survey.

During Pick n Pay's last fiscal year, Smart Shopper's sales participation increased to 75% from 63%, Melissa Hanley, loyalty and strategic partnerships head at Pick n Pay, said.

"Smart Shopper had its most successful year ever last year, and we believe we achieved this by giving our members what they really needed when they needed it. The intentional strategy of Smart Prices drove massive demand amongst our members, and we consider this a significant gain on our value proposition," Hanley said.

Pharmacy and beauty chain Clicks' loyalty programme came in as a very close second at 79%, and was overtaken by the Smart Shopper for the first time in three years.