Stephen Cranston Associate editor

After writing quite extensively about rewards programmes in my day job at the Financial Mail, I was pleased to receive a report on British loyalty programmes. Of particular interest to us was that it compared the approach of two supermarket chains. One is Sainsbury’s, which has a lot in common with Pick n Pay, including continued involvement by the founding family. It has been a successful user of a loyalty programme called Nectar. It also looked at Aldi, a discount retailer that prefers to reward customers through everyday low prices. There isn’t anything quite like Aldi in SA, but imagine a Shoprite Usave store run by Germans. Loyalty programmes are already well-entrenched in the UK. Even before the term was coined, in the 1960s and ’70s Tesco, a far more downmarket chain than it is now, offered Green Shield Stamps. Stamps were given out at checkouts and put in a book until there were enough stamps to buy, say, a lawnmower. There was a hiatus after Tesco stopped giving these stamp...

BL Premium

This article is reserved for our subscribers.

A subscription helps you enjoy the best of our business content every day along with benefits such as exclusive Financial Times articles, Morningstar financial data, and digital access to the Sunday Times and Times Select.

Already subscribed? Simply sign in below.



Questions or problems? Email helpdesk@businesslive.co.za or call 0860 52 52 00.