Clicks ClubCard has emerged as the most utilised loyalty programme among mass-market consumers and young South Africans, according to the Truth & BrandMapp Loyalty Whitepaper 2025/6.

The programme ranked number one in the mass-market segment, with a 68% usage rate among consumers earning R10,000 or less per month. It also secured the top position among young shoppers aged 18 to 24, achieving an impressive 73% usage rate, underscoring its strong resonance with Gen Z and digitally engaged consumers.

Overall, Clicks ClubCard continues to demonstrate significant national reach, with a 78% usage rate among economically active consumers, placing it second among South Africa’s most-used loyalty programmes.

Supporting shoppers across different life stages

“We are deeply proud and sincerely grateful to our loyal customers who have made this achievement possible,” said Bongiwe Ntuli, Clicks Retailers SA Managing Executive. “These results affirm the meaningful role ClubCard plays in supporting South Africans across different life stages, particularly younger and value-conscious consumers.”

Ntuli noted that the recognition highlights ClubCard’s relevance in customers’ daily lives and reflects Clicks’ ongoing commitment to delivering accessible value. “Our customers are at the heart of everything we do and we are honoured to be part of their everyday routines,” she said.

In an environment where household budgets face increasing pressure, Clicks ClubCard continues to focus on enhancing value and supporting members more meaningfully.

Responding to customer feedback, Clicks has refined its ClubCard offering by introducing monthly cashback on the 20^th of each month, replacing the previous bi-monthly cycle. “This change ensures members have quicker access to their rewards when they need it most,” Ntuli explained.

“We actively listen to our members,” she added. “Their feedback consistently shows that more frequent cashback plays an important role in managing everyday expenses.”

Loyalty programmes bolster financial resilience

The whitepaper provides insights into the loyalty behaviours of over 30,000 South African adults with a household income of R10,000 or more per month, along with additional data on mass-market consumers.

Findings indicate that loyalty programmes are playing an increasingly important role in helping consumers navigate financial pressures, with thousands of South Africans relying on them to offset rising costs.

“Clicks ClubCard remains relevant by addressing the core needs of our members,” Ntuli said. “In addition to more frequent cashback, we now also give members more opportunities to boost the cashback that they can earn - up to 14% cashback at Clicks. We are proud to deliver meaningful value to those who continue to choose us.”

Transition towards more frequent rewards

The shift to a monthly rewards cycle reflects broader global trends, as loyalty programmes evolve towards more immediate, behaviour-driven incentives.

“By enhancing cashback accessibility and expanding earning opportunities, we are responding directly to customer needs while keeping the programme simple, relevant and aligned with our ‘Feel Good, Pay Less’ promise,” Ntuli said.

Since its launch in 1995, Clicks ClubCard has grown to 13 million active members, contributing over 84% of Clicks’ retail sales, highlighting its scale and strategic importance.

“With heartfelt pride, we thank every customer for being a part of our journey,” Ntuli concluded. “Our primary objective is to deliver sustainable, tangible value in ways seamlessly integrated into our customers’ lives. Frequent and personalised rewards enhance the shopping experience and enable our members to extend their budgets effectively. Together, we have built something special, and we hold deep affection for the people and families we serve.”

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