JSE-listed retailer Pepkor launched its +more loyalty programme in March 2024, aimed at enhancing customer value by offering instant savings, exclusive discounts, and rewards on everyday purchases.
The initiative seeks to cater to millions of value-conscious consumers, covering key categories such as clothing, footwear, homeware, furniture, appliances, electronics, cellular products, and selected FMCG items.
Features and Benefits
The +more loyalty programme stands out for its simplicity and versatility.
Key benefits include:
- Exclusive members-only deals available at over 5,000 stores across 15 Pepkor retail brands.
- Personalised airtime and data offers for customers who purchase SIM cards at Pepkor stores.
- A fully digital experience allowing easy registration and access via mobile app, website, USSD, WhatsApp, or in-store.
Once registered, customers use a digital +more card to redeem benefits, whether shopping online or in-store, catering to both tech-savvy and traditional shoppers.
Customer adoption and impact
According to Pepkor’s recently published annual results, the +more loyalty programme has exceeded expectations, boasting over five million members by September 2024.
The programme has successfully converted digital engagement into tangible customer relationships, reinforcing Pepkor’s customer-centric approach.
Comparison with Checkers Xtra Savings and Pick n Pay Smart Shopper
Pepkor’s +more programme competes with major South African loyalty schemes like Checkers Xtra Savings and Pick n Pay Smart Shopper, which dominate the retail loyalty space.
Checkers Xtra Savings
- Offers instant savings at the till without requiring points accumulation.
- Has been a key differentiator in grocery retail, focusing on transparent value for money.
- Includes personalized discounts based on shopping behavior and additional rewards via their Money Market Account.
Pick n Pay Smart Shopper
- Operates on a points-based system where customers earn points for every rand spent, redeemable as discounts.
- Partners with brands and services, offering a wide range of rewards beyond in-store savings.
- Recently revamped to allow customers to redeem points faster and introduced Instant Smart Discounts for immediate savings.
How +more stands out
Pepkor’s +more loyalty programme differentiates itself through its broad product coverage across diverse categories like cellular and electronics, its ease of registration, and its digital-first approach. Unlike Checkers and Pick n Pay, +more does not rely on points accumulation, focusing instead on instant savings and personalised offers, similar to Checkers Xtra Savings.
Positioning for growth
With its rapid uptake and seamless integration across Pepkor’s retail ecosystem, the +more loyalty programme positions Pepkor to compete effectively in the loyalty landscape.
Its strong digital foundation and customer-centric benefits resonate with value-conscious South Africans, challenging established players like Checkers and Pick n Pay by offering unique benefits tailored to its diverse customer base.
