The retailer's wins reflect Pick n Pay's aim to remain commited to delivering value-driven, customer-first loyalty experiences that resonate with millions of South Africans, says the business.

The retailer's, 'Burger Friday,' with FNB eBucks campaign wins the award for Best Short-Term Loyalty Marketing Campaign, while its 'Smart Shopper Price Palooza' campaign earns two honours for the same category and for Best Use of Multi-Channel Loyalty Communication/Engagement. In addition, the 'Burger Friday' campaign receives a Commended nod in the Best Strategic Use of Data Analytics/CRM Applications category, adds the business.

"These awards are more than just recognition, they validate our focus on creating meaningful, value-driven experiences for our customers," says Vincent Viviers, Retail Executive of Innovation and Digital at Pick n Pay.

Now in its seventh year in operation, the South African Loyalty Awards celebrates the most impactful loyalty programmes across retail, QSR, leisure and financial services. With 32 competitive categories evaluated by an independent panel against global CRM standards, the awards aim to represent the highest recognition of loyalty marketing excellence in the country. This year, Pick n Pay emerged as a frontrunner, securing wins and nominations in several key categories, says the business.

Over the past decade, the use of loyalty programmes has substantially increased among South African shoppers. Compared to only 67% 10 years ago, 82% of consumers benefit from loyalty programmes today. According to the latest Truth & BrandMapp Loyalty Whitepaper, 77% of South Africans say that loyalty influences where they buy groceries, adds the business.

In today's price-sensitive economy, loyalty is more than a reward mechanism, it's a strategic business imperative. Groceries remain the largest spending category for South Africa's mass market, mass affluent and everyday affluent consumers. As such, value-based loyalty programmes are now essential in guiding purchasing decisions and building long-term customer engagement, says the business.

"Even before loyalty programmes were an industry standard, Pick n Pay prioritised a value-based shopping experience," says Viviers. "These awards affirm that our commitment to innovation, data-driven insights and personalised rewards is resonating with South Africans in meaningful ways."

According to Viviers, these campaigns are designed to do more than promote deals. They aim to deliver meaningful value through smart, engaging loyalty experiences. During the five-week Smart Shopper Price Palooza, one customer won R100 000 every day for 35 days, driving deeper engagement with the programme, adds the business.

'Burger Friday' with FNB eBucks offered value through a double-dip loyalty benefit — the only one of its kind in South Africa. Customers could use their eBucks and earn Smart Shopper points in the same transaction, unlocking real cashback and rewards, says the business.

"With both campaigns, our goal was simple: make customers feel rewarded in every sense," concludes Viviers. "The numbers speak for themselves, but more importantly, the recognition from industry peers pushes us to keep raising the bar."

For more information, visit www.pnp.co.za. You can also follow Pick n Pay on Facebook, X, or on Instagram.

*Image courtesy of contributor