Clicks ClubCard Tops South Africa’s Best Loyalty Programmes in 2025

South Africans are more loyal than ever—at least when it comes to loyalty programmes.

A new study, the South African Loyalty Landscape for 2024/25 Whitepaper, surveyed 35,000 South Africans and found that 82% of consumers actively use loyalty programmes. This is a sharp increase from 76% in 2023 and 67% a decade ago.

Clicks ClubCard: South Africa’s Favourite Loyalty Programme

After briefly losing the top spot last year to Checkers Xtra Savings, Clicks ClubCard has reclaimed its position as South Africa’s most used loyalty programme.

• Clicks ClubCard: Used by 80% of economically active South Africans.

• Checkers Xtra Savings: Used by 76% of the same group.

• Pick n Pay Smart Shopper: Ranks third, with 68% usage.

• Dis-Chem Benefit: Follows at 63%.

• Woolworths WRewards: Rounds out the top five at 50%.

According to Clicks Group Chief Marketing Officer, Melanie van Rooy, cashback is a key reason for the programme’s success:

“Cashback is a real currency which our customers patiently wait for. We see in the data that customers often delay purchases until cashback lands. We have definitely seen a shift in cashback redemption moving away from just luxuries to everyday basics.”

Loyalty Programmes Influence Shopping Choices

South Africans don’t just sign up for rewards—they actually use them to decide where to shop:

• 77% say loyalty programmes influence their grocery shopping.

• 51% use them when choosing where to buy fuel.

• 32% factor them into clothing purchases.

• 30% use them for health-related purchases.

• 26% consider them for restaurants and coffee shops.

Which Loyalty Programmes Can South Africans Not Live Without?

While Clicks ClubCard is the most used, when asked which programme they can’t live without, South Africans overwhelmingly chose Discovery Vitality—for the third year in a row.

In the mass market segment, Capitec Live Better took the title as the most essential loyalty programme.

Surprising Loyalty Trends in 2025

• FNB eBucks has fallen out of the top 10 for the first time. This marks a major shift, as eBucks was the only non-retail programme to consistently rank high in past years.

• Spur Family Card is now South Africa’s ninth most popular loyalty programme.

• The top eight mass-market loyalty programmes belong to retail brands.

How Many Loyalty Programmes Do South Africans Use?

On average, South Africans use 10.3 loyalty programmes:

• Women use more: 11.1 compared to men’s 9.6.

• Mass-market consumers use fewer, averaging 8.3 programmes.

Why Some South Africans Don’t Use Loyalty Programmes

Despite growing popularity, some consumers still avoid loyalty programmes, with the top reasons being:

• “I don’t spend enough to earn decent rewards.”

• “It takes too long to earn rewards.”

Will South African Banks & Retailers Adapt?

With the cost of living rising, more South Africans are turning to loyalty programmes to save money on essentials. The data suggests cashback, discounts, and exclusive deals are more attractive than ever.

The challenge for brands? Keeping loyalty programmes relevant, rewarding, and simple enough to encourage continued use.

{Source BusinessTech}

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