Pick n Pay adds benefits to its Smart Shopper loyalty programme

BRAND ACTIVITY

Nov 8th, 07:30

Pick n Pay has introduced a fourth innovation to its loyalty programme; customers will be able to see how many points they have on their till-slip, and get vouchers to use the next time they shop at Pick n Pay.

Smart shopper members recorded close on 750 million consumer transactions across the group this past year, while 10 smart shopper cards are swiped every second its stores are open.

What smart shoppers can now expect is to be able to see how many smart shopper points they have when they receive their till-slip. Steve Hoban General Manager smart shopper said, “This really is a first for South African retailing and it gives our smart shopper members the chance to see how many points they have on the spot. There’s more to the offering though. When you swipe your smart shopper card at the till you will also receive personalised vouchers you can use against your next shop. It’s another way for us to reward our customers for their loyalty and to add to the ways in which they can save on things they want to buy.”

Earlier this month Pick n Pay announced that it was introducing Instant Savings for smart shoppers on hundreds of products in stores. This means that smart shoppers can save 10% on products as they shop while still earning smart shopper points. Hoban said, “Smart shopper is offering its members exactly what they’ve asked for: a way to save on their grocery bill, instantly, as they shop. They have the added benefit of earning points too to help them save for tomorrow.

“Since its launch in March 2011, the smart shopper loyalty programme has grown beyond all expectations, and we now have well over seven million members swiping their smart shopper cards to earn points which will ultimately help to reduce their grocery bills,” said Hoban, . “This loyalty programme was the first major grocery store loyalty programme of its kind in the country and has given back over R1bn in points since its inception.

“The programme has given us a fantastic way to communicate with our customers, and one of the things they’ve told us is that they want instant savings right there in the store at the time of purchase, and that’s exactly what Instant Savings will give them; a 10% saving on hundreds of products across groceries and general merchandise, every day of the week”, said Hoban.”

But this doesn’t mean the 1.7-million smart shoppers Pick n Pay serves every week will lose any benefits on the existing smart shopper offering, shoppers will still be able to print out vouchers at the kiosk offering them double and triple points on products, and those who’ve linked their Discovery credit card to their smart shopper card are able to boost their points by up to 10 times every time they shop.

The launch of the Pick n Pay smart shopper mobile app earlier this month saw customers being able to access all smart shopper benefits on their smart phones. In line with retail loyalty trends abroad, Pick n Pay smart shopper programme members can access their very own smart shopper kiosk – queue-free – from their mobile phones.

Pick n Pay Head of Digital Marketing, Georgina Muirhead, explained the benefits of the smart shopper mobile app, which was designed by Pick n Pay’s in-house digital team: "With the new Pick n Pay app for your phone, you can do all the things you would usually do at the smart shopper kiosk – but on your phone. You can switch points and receive a code to give to the teller to redeem points you have converted to your smart shopper card, check your points balance, find out what vouchers you have available to you to use at the till, or donate your points to your favourite charity.”

Last month Pick n Pay launched its partnership with Avios Group Limited Avios travel reward programme, whereby smart shoppers are able to convert their points to Avios and use them to take a holiday, extend their trip or upgrade their travel experience.

It costs nothing to become a smart shopper; all you need is a valid SA Identity number or passport number for non-SA customers.

“The great thing about the smart shopper loyalty programme is that we can increase our features as we go along,” says Hoban. “And even better news is that our smart shoppers can expect even more good news in the near future,” says Hoban.