Specialist Explains Why Pick N Pay Loyalty Works, but Woolworths Doesn’t
- Personal coach Amanda Cromhout revealed that two major grocery retailers running near-identical loyalty programmes can experience wildly different strategic results
- Loyalty ranks as the second biggest reason shoppers choose Pick n Pay, whereas it barely cracks the top eight for Woolworths customers
- Statistics show Checkers seeing a similar loyalty impact at 36%, compared to Spar at 19%, highlighting significant variations across major retail brands
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Source: Facebook
Personal coach and customer specialist Amanda Cromhout recently took to Facebook to share insightful commentary on how loyalty programmes influence South African grocery shoppers. In her detailed breakdown, she highlighted how similar reward schemes produce dramatically different outcomes depending on the retailer. Her analysis sheds light on the actual decision hierarchy consumers use when choosing where to buy their daily groceries.
Varying impact across major grocery chains
According to Amanda, loyalty serves as the second primary reason shoppers opt for Pick n Pay, yet the same incentive barely cracks the top eight reasons for Woolworths customers. She noted that having a reward programme means nothing if it does not actively drive purchasing decisions. Other major retailers reflect a similar divide, with Checkers seeing a 36% loyalty influence compared to Spar's lower rate of 19%.
Understanding customer decision hierarchy
Cromhout urged business owners and brand managers to look beyond assumptions and measure where loyalty genuinely sits in their customers' minds. She recommended adding a direct question to future customer surveys to establish a reliable baseline. By gathering this data, businesses can clearly evaluate whether their loyalty programmes are truly pulling their weight and driving actual sales growth.
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Watch Amanda in the Facebook reel below:
Other articles about retail stores
- Checkers responded directly after a woman raised concerns about why her Xtra Savings card does not earn cashback like a rival loyalty programme, clarifying that its primary purpose is to provide instant, on-the-spot discounts at checkout.
- Woolworths introduced its new MyDifference loyalty programme with tiered cashback rewards across food and fashion purchases, giving South African shoppers a way to earn money back on everyday spending.
- A shopper left social media users amazed after showing how her R344.49 Checkers balance dropped to zero simply by swiping her Xtra Savings card.
Source: Briefly News
