Is loyalty just a fad or is it a real, strategic marketing initiative that can make a significant difference for brand and consumer? We are asked this question time and time again. We see in the Truth and BrandMapp Loyalty Whitepaper that 73% of South Africans use...

The Leaders in Loyalty Summit 2023, hosted by Truth, saw a line up of loyalty experience second to none. Over 160 loyalty executives from around South Africa and international markets gathered to listen to loyalty insights and panel interviews from the best known...

The 2019 Leaders in Loyalty Summit brought together executives from some of SA’s leading loyalty brands such as eBucks, TFG, MySchool, Pick n Pay Smart Shopper, Vodacom and Sanlam Reality. The audience emerged themselves in discussion with the panel and speakers about...

The 2019 South African Loyalty Awards, developed specifically to celebrate loyalty excellence and innovation, announced the awards winners on Wednesday, 30 October, in Cape Town. This was the first year of operation of the South African Loyalty Awards, which was...

Increased redemption rates benefit not only the customer in his / her experience but also the brand which will benefit from more engaged customers, richer data as a result and a clear decrease in attrition.  Watch the following video clip as Truth discusses the...

The continuing price wars continue to impact customer purchase decisions across the airline, supermarket and telco industries among the big players in South Africa making customers seemingly less loyal to one brand.  It seems the perception out there to attract new...

Young people (under the age of 25) are far less likely to use loyalty programmes, why is this? Loyalty programmes have in the past not been innovative enough to capture the attention of the youth. Brands have had to work hard at differentiating their loyalty...

An often hotly debated topic in loyalty is whether or not brands should be expiring points accumulated by members which are unredeemed. In the below podcast, Truth discusses the opportunities and risks relating to expiring points and the different approaches brands...

Offering customers a loyalty programme, because everyone else has one, will not fix any misalignment in your  marketing mix.     A loyalty programme will also not succeed by providing the results you seek if you treat it as a short term sales campaign. Instead, it...

It may not be surprising to see that women are members of more loyalty programmes than men, and that the type of loyalty programmes they belong to are skewed towards grocery and clothing, versus men who seem to gravitate towards the ‘financial’ loyalty offerings.  ...

Over the past few years we have explored the rising trend of rewarding loyalty members for non-transactional behaviours and according to this year’s data, consumer interest and attitudes are improving.   The popularity of incentivising and rewarding...

We believe, for long-term loyalty you need to connect with your customers through unexpected moments of delight, on an emotional level. People crave the unexpected and are attracted to moments that money can’t buy. Because loyalty gives you permission to engage with...

Truth is proud to partner with UCT GetSmarter to provide insights to their marketing students on loyalty & CRM best practices. Truth shares her experiences and views about CRM and loyalty in South Africa.  The topics discussed in this interview include: challenges...

Many of our clients ask us why they should be creating a loyalty programme and the answer is simple: to gather customer data. A loyalty programme allows a business to capture customer data and combine it with internal business (e.g. product) data to really start...

Customers demand choice & brands are giving it to them. In the last 18 months we’ve witnessed brands changing their programme propositions to meet the demands from consumers to allow more flexibility when it comes to rewards earning and redemption. Whilst a great...

Simplicity is the new theme echoed in the world of loyalty. Creating complicated hurdles to earn and burn and making it difficult for consumers to participate in your programme is a thing of the past. We have seen companies over the past 12 - 18 months break away from...

Brands have begun to realise that true value for the customer lies in high redemption rates, which in turn, also reduce the weight of loyalty on the balance sheet.   Apart from lightening the balance sheet liability, higher redemption drives a greater brand...

A brewing topic in the loyalty world is the concept of “fee-based” or premium loyalty programmes. In the last 18 months, many notable loyalty programmes have adopted the pay-to-play (subscription based) model where members pay a recurring fee to stay in the programme...

Pharmacy and beauty retail is leading the charge when it comes to loyalty programmes in South Africa. Clicks Clubcard has remained at the top as the most used loyalty programme at 72%, 12% points ahead of no.2, Pick n Pay Smart Shopper at 60%. Dis-Chem Benefit...