Vodacom loyalty programme talks to customers

Staff Reporter

Staff Reporter

Loyalty programmes are growing in popularity. Active memberships exceed 10million and the number of reward programmes has risen to 32 from 22 two years ago, according to a survey by research company Razor's Edge Business Intelligence.

The report picked the seven best loyalty programmes in different categories.

Vodacom's Talking Points was named Best Mass-market Rewards Programme.

Bruce Conradie, managing director of Razor's Edge, said: "We felt Talking Points has four key strengths. Its payback is about 2,5percent to 2,7percent and this is higher than the other contenders.

Membership is automatic; no hardcopy vouchers need to be taken to stores; and the rewards, cellular products, have a strong appeal to the target market."

Vodacom beat Edgars Purple Cash Card, Clicks ClubCard, and Mahala for the mass-market accolade.

eBucks won two out of seven categories. In the retail category, eBucks beat Clicks ClubCard, Dis-Chem Benefit Programme, Edgars Purple Cash Card, Exclusive Books Fanatics, and Meltz Rewards. Membership of eBucks has grown from 800000 to 1,1million over the past two years.

eBucks also won the independent coalition category, where it was up against Infinity and Mahala.