If you aren’t a member of at least one loyalty programme, you’re in the minority. According to a recent TruthLoyalty and BrandMapp survey, 82% of South Africans used loyalty programmes in 2025, up from 76% in 2023 and 67% in 2015. There’s a good reason for this growth: consumers find loyalty programmes help them to save. Here’s how they do it:
- Take advantage of special offers
Some of the loyalty programmes offered by retailers in different segments will alert members to special offers and discounts from time to time. Instead of dismissing these messages, it pays to look more closely and, if the discounts are sufficiently attractive, change your entrenched spending habits slightly to take advantage of them.
- Become more “spending aware”
The key to living within your income is to budget. It may seem boring, but it is better to approach your finances with a mindset of “how much have I got to spend?” rather than “what do I want to buy”? Loyalty cards can’t manage your budget for you. But, by offering incentives for certain spending behaviours, they can be a good way to learn to be more conscious of your spending and saving and where you can find the best deals.
- Keep down the cost of essentials like fuel
According to Stats SA, in 1995 the cost of a litre of 93 unleaded petrol inland was R1.86. By September 2025, it was R21.47. Fuel retailers have no influence on the price of petrol and only limited flexibility on diesel pricing, but they are helping consumers in other ways. Various loyalty programmes, offered by both insurers and fuel retailers like the BP Rewards, provide cashback rewards for using their products.
- Save time
A good loyalty programme uses the data it has collected to make tailored special offers and recommendations for you. This technology-driven approach saves you the time and effort of hunting for bargains. When technology is leveraged effectively, the offers are available for you to check on your phone anytime, anywhere – no need to hunt for old newspapers or in-store flyers.
Take another look at loyalty programmes. They can help you to beat inflation, learn better budgeting habits and enjoy lifestyle benefits.
Pride Hlungwani, Senior marketing & transformation manager, bp Southern Africa. She writes in her personal capacity.
