Standard Bank has broadened its UCount rewards programme in collaboration with Shoprite, adding several new brands under the retailer’s umbrella. Customers can now earn rewards not only at Shoprite and Checkers stores but also at Checkers and Shoprite LiquorShops, as well as Petshop Science locations.

This enhancement, which took effect on 16 July, builds on the original partnership announced in April. Initially, the rewards were limited to purchases at Shoprite, Checkers, and through the Sixty60 delivery app. With the expansion, shoppers can now earn up to 30% back in UCount Rewards Points at the additional outlets, both in physical stores and via Sixty60.

Standard Bank reported a noticeable uptick in member spending at Shoprite Group outlets since the rewards initiative launched earlier this year. The bank points to its previous success with fuel brand Astron Energy (Caltex) as a sign of the programme's potential. That alliance, according to Trade Intelligence, led to an 83% surge in customer traffic to Caltex stations compared to rivals.

Bank and retailer executives are optimistic that the extended partnership—linking Africa’s largest bank with the continent’s biggest retailer—will replicate that level of success. With over 3,000 Shoprite-affiliated stores and a growing digital footprint through platforms like Sixty60, the initiative is aimed at delivering more personalized rewards and deeper customer engagement.

Petshop Science, one of the newly added partners, is gaining traction as one of Shoprite’s fastest-growing chains. Responding to increased demand for premium pet products and services, it has opened 18 new outlets in just the last six months, bringing its total to 144 stores across eight provinces.

UCount members can also now redeem points at these newly added brands, adding more flexibility to their rewards experience.

Retail Loyalty Wars Heat Up

The announcement from Standard Bank coincides with a major expansion in the rewards programme offered by its competitor, First National Bank (FNB), in partnership with Pick n Pay. That collaboration has evolved into a comprehensive retail alliance, marking a significant shift in South Africa’s retail rewards landscape.

Effective 1 April 2025, FNB customers—across both retail and commercial segments—will be able to earn as much as 30% back in eBucks on purchases made through Pick n Pay’s asap! delivery service. In-store shoppers at Pick n Pay locations will also receive up to 20% back on their spending.

This builds on the success of the two companies’ initial collaboration launched in 2024, which introduced promotions like 99-cent loaves of bread for qualifying customers. Since November 2024, FNB Private Banking clients have had access to the highest tier of rewards, with up to 30% back on delivery and 20% on in-store purchases.

The results have been strong. Early indicators showed a 20% increase in customer engagement with Pick n Pay Clothing and the asap! app. FNB says 1.4 million of its 6.4 million eBucks members now benefit from the partnership, which has outperformed expectations.

A notable shift in shopping behaviour has occurred among Private Banking clients earning over R720,000 per year. Many who previously spent minimally at Pick n Pay have now made it their go-to grocery destination, with a 98% increase in online shopping observed since November. Clothing purchases have also seen a lift, suggesting broader appeal beyond just groceries.

The collaboration will soon extend to FNB’s business banking customers, including over one million SMEs and large enterprises. These clients will be eligible for up to 30% in eBucks on Pick n Pay asap! purchases and 20% in-store, including at Pick n Pay Hypermarkets. Eligible items range from general office supplies to cleaning products and kitchen essentials.

Additionally, FNB plans to increase its physical presence inside Pick n Pay stores, with 33 in-store banking kiosks already in place by June 2025 and a goal of reaching 100 locations by mid-2026.

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