SA’s retailer loyalty programme landscape

Posted On Wednesday, 06 November 2019 07:25 Published by
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Broll Property Intel, research division of Pan African property group Broll, assesses the South African loyalty programme landscape by taking a closer look at certain retailer loyalty and rewards programmes, and the added benefits that the Discovery Vitality platform brings, in its latest research report titled SA Retail Snapshot Q3:2019.


This Broll Intel report reveals that South African consumers are finding themselves under huge financial pressures, turning to any money-saving avenues available to them in an effort to make ends meet.

According to the report, loyalty programmes have become extremely popular in the retail market, offering shoppers the opportunity to earn rewards such as discounts and redeemable loyalty points. With the average South African subscribed to approximately nine different loyalty programmes, retailers have to find unique ways to differentiate their loyalty programmes from their competitors’.

“South Africans’ debt to disposable income is currently 71.90%, meaning that consumers spend close to 72% of their income on debt, not leaving too much to spend on day-to-day necessities, such as electricity, food and transport.”

As a major player in the South African loyalty programme arena, Discovery Vitality promotes overall wellness by incentivising its members to live healthier lives and, rewards them for doing so. The programme has also gained international recognition, being recognised in 2013 as global gold standard for wellness at the World Economic Forum in Switzerland.

With financial strain at an all-time high among South Africans, Discovery has endeavoured to further promote healthy living by integrating the Vitality share-value rewards model into its new digital bank, offering loyalty incentives to Discovery Bank account holders who practice healthy banking habits.

“Discovery Bank has introduced South Africans to an extraordinary approach to managing their money. The digital bank enables account holders to be more cognisant of their spending habits and make better financial decisions, making them financially healthier.”

The report shows that Discovery Vitality’s partnership with major South African retail players is making a real, valuable difference in the lives of its members. While a recent survey by Truth and BrandMapp revealed that Discovery Vitality is only South Africa’s eighth most popular loyalty programme, it is noteworthy that four of the top five are Vitality’s retail partners. These include Clicks ClubCard, Pick n Pay SmartShopper, Dis-Chem Benefits, and Woolworths WRewards.

The Retail snapshot also takes a closer look at what each of the Discovery Vitality Retail Partner’s loyalty programmes offer the South African consumer. While it seems that the loyalty programmes themselves offer minor incentives, the rewards are greatly amplified when the customer is also a member of the partner organisation.

“Members spending money at any of the Discovery Vitality Healthy Benefit partners not only get the savings and/or points from the chosen partner but can also earn up to 25% cash back, paid directly into ones bank account, from Discovery Vitality, depending on one’s Discovery Vitality status.”

To conclude, the report reveals that close to 70% of South Africans over the age of 15 hold an account with a financial institution. Unfortunately, many of us aren’t sure exactly how we could be benefitting simply by swiping, tapping, or transacting in our day-to-day lives.

Research suggests that Discovery Vitality’s partnership with South African retailers does play a role in differentiating their loyalty offerings from competitors’. Most banks now partner with retailers to offer their loyal clients rewards and incentives, but Discovery Vitality is unique in that existing members can enjoy further loyalty programme rewards by joining Discovery Bank. With this in mind, it seems Discovery Bank is set to be a solid contender in South Africa’s banking industry of tomorrow.

Last modified on Wednesday, 06 November 2019 07:45

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