[ M A J O R P L AY E R S ]
with something for everyone. While our
membership base is steadily growing, member
activity, in terms of the rewards-conversion rate, is
key to measure the success of any programme.”
Says Smart Shopper’s Hoban, “Everything
we do at Pick n Pay is customer-centric, so all
the decisions we make to improve the loyalty
programme is based on our data (which is strictly
protected), and comes from extensive research into
how we can make members’ lives better.”
“SK CLUB’S
PRIMARY
BENEFIT WAS
AND STILL IS
HALF-PRICE MOVIES
ON TUESDAYS.”
The multiple-partner structure and wide spread
of reward options is obviously not possible when
you sell one product, such as entertainment.
Ster-Kinekor’s SK Club was launched in the
early 1990s with the aim, back then, of offering
movie lovers the opportunity to see more movies
more often through ticket discounts. “The primary
benefit,” says Ster-Kinekor’s Darren Hampton, “was
and still is half-price movies on Tuesdays, which
has become a South African institution.”
In 2012, SK Club augmented its programme with
“earn and burn” opportunities to reward customers
“for maximising their experience”. “Customers
can accumulate points for every movie watched,
for purchasing featured catering items, and for
simply activating an account,” says Hampton. “We
also introduced points-acceleration opportunities,
which include double points on Thursdays and
double-point movie/catering combinations.”
Woolworths started its WRewards programme,
in its current format, in 2010 and now has more
than three million ac