[ TRENDS ]
NO SIGN
OF SLOWING
FINANCIAL PRESSURE ON SOUTH AFRICAN CONSUMERS IS SEEING BUSINESS BULLISH
ABOUT THE GROWTH AND IMPORTANCE OF LOYALTY PROGRAMMES, SAYS KATY CHANCE.
“S
outh Africa still has many
years to go before its
loyalty programmes reach
saturation,” says Debbie
Ghillino of The Incentive
Company. “The average
American belongs to 7.6 programmes – but
programmes will need to adapt and be flexible to
maintain members’ interest and be relevant.”
Johan Moolman, CEO of FNB’s eBucks Rewards,
says: “Although the average South African is an
active member of about five rewards programmes,
there is still space for the sector to grow, but new
entrants need to keep pace with a rapidly changing
customer base, and the communication platforms
they use, to make sure that they are giving them
real value. Existing programmes need to keep on
their toes to remain sustainable and relevant in a
rapidly changing, tech-savvy world.”
Despite most sources citing that enticing new
members is more expensive than retaining the
existi