By Rakhee Naik. South Africa’s loyalty programme landscape has become ubiquitous in retail, yet success rates vary. New data from YouGov Profiles (tracking internet-connected adults aged 18+) and a bespoke KLA YourView Panel survey offers a clearer view of what drives programme stickiness — and why some initiatives resonate more than others.
South African consumers clearly value loyalty programme initiatives: 86% agree that loyalty programmes are a great way for brands and businesses to reward their customers. This near universal acceptance represents a massive opportunity — the audience is primed and receptive.
But this enthusiasm comes with expectations. Eighty-five per cent of respondents agree that brands should offer loyalty programmes. What used to set a brand apart is now a basic requirement. Consumers don’t just appreciate these programmes; they expect them as part of the basic brand offering.
The emotional dividend
Consumers understand their own loyalty behaviour well. While 82% sign up for programmes whenever they can, this automatic enrolment doesn’t guarantee they will actually engage.
The real driver is emotional connection. Seventy eight per cent agree they’re more loyal to brands where they are members, and just as many say they are more likely to recommend brands when part of their loyalty programme. When executed well, membership creates an engagement cycle: it reinforces positive brand sentiment, which leads to advocacy.
The relationship between loyalty programmes and spending behaviour shows interesting nuances. Three-quarters (76%) of South Africans report spending more money with brands when they’re members of their loyalty programme. However, 74% also acknowledge feeling more emotionally connected to brands when part of their programme, suggesting the impact extends beyond simple transactional benefits.
This emotional-financial connection appears to be the defining factor of successful programmes. When consumers feel valued and recognised, they respond with both their hearts and wallets. The programmes that balance tangible rewards with emotional resonance are the ones that stick.
Value must be visible
Knowing how consumers find discounts is key to design. The YouGov Profiles data reveals that in the past six months, discounts were obtained through various methods:
Gift vouchers lead at 58%, followed by using an online promotional code at 54%, promotional deals at 53%, and discount cards at 52%. These high engagement rates across multiple discount channels suggest South African consumers are active deal-seekers who engage with various savings mechanisms. The challenge is to fit into these existing habits without adding hassle.
Consumers aren’t just waiting for discounts; they are hunting for them. In fact, 86% say they have chosen one brand over another because of its loyalty programme, and 87% cite their motivation to join a loyalty programme as being for discounts and cashback. Because customers are proactive, benefits need to be easy to find and access.
Designing loyalty that lasts
The combined data from both surveys points to several key factors that differentiate sticky loyalty programmes from those that fail to maintain engagement:
- Reciprocity matters. Since 86% see programmes as a reward and 85% expect them, there is an unwritten rule: brands must give back. If a brand fails to offer real value, they break this contract and lose the customer.
- Emotional connection drives behaviour change. The 74% who feel more emotionally connected when part of a programme aren’t just collecting points, they’re building relationships. Programmes that focus solely on transactional benefits miss this crucial dimension.
- Advocacy follows authenticity. With 78% more likely to recommend brands where they’re members, loyalty programmes become powerful word-of-mouth engines. But this only works when the programme genuinely adds value to the customer experience.
The data makes the reality clear: South Africans don’t need convincing.
With 82% signing up whenever they get the chance, the audience is already there. The question isn’t whether to offer a programme, but how to design one that delivers enough practical and emotional value to keep them.
The most successful programmes will be those that recognise loyalty isn’t just about repeat purchases; it’s about creating genuine connections that manifest in spending behaviour, advocacy, and long-term brand relationships.
Real stickiness doesn’t come from complex point systems or exclusive tiers. It comes from recognizing that loyalty is deeper than a repeat purchase. The programmes that succeed are the ones that make customers feel seen — giving them a reason to not just return, but to bring others with them.
Methodology
YouGov Profiles: Segmentation and media planning tool providing comprehensive consumer insights with data collected daily. The tool offers powerful capabilities to build and customise detailed portraits of consumer behaviour and preferences.
Dataset: 07 09 2025
Population: Nationally representative of online South Africans n=41378
KLA YourView Panel: Bespoke online survey with age and gender aligned to YouGov Profiles sample n=304
Rakhee Naik is a managing consultant: Insights at KLA.
