South Africa: Edgars launches loyalty scheme
Edcon, which operates a number of retail brands - such as Edgars and CNA - throughout South Africa, has rolled out a new group-wide 'Thank U' loyalty programme, allowing customers to collect points more quickly than they previously did with the previous range of brand-specific rewards programmes.
The new programme builds on the group's existing reward programmes, such as the Edgars Club programme, but brings all the group's brands together to form a kind of 'single operator coalition' loyalty scheme.
The Thank U Rewards programme offers regular points bonus deals (usually double or triple point offers) such as:
- Get double points for all Stone Harbour brand purchases in-store (March 2012);
- Get double points for all Kelso brand purchases in-store (March 2012);
- Get double points on all fragrances at Edgars and Red Square stores (March 2012);
- Get double points for all Private Collection, and Hotel Bedding & Towels at Edgars and Boardmans stores (March 2012).
Any customer can join the programme and get the free 'Thank U' card to begin earning points for purchases throughout the Edgars range of stores and brands. Members earn 10 base points per R1.00 spent, while Edgars Account Card holders earn 15 points per R1.00 spent. There are some exclusions to points-earning, such as gift card purchases, gift card top-ups, insurance products, payments for third party services, and Sunglass Hut products.
Members of the existing Edgars Club are automatically enrolled in Thank U, and they earn bonus points for paying their Edgars Club fees every month (club members at the Lifestyle and Classic Club levels earn 250 bonus points, while Premium Club members and Thank U Account Card holders earn 375 bonus points).
Thank U members can also earn bonus points for updating their contact details, once per year: 5,000 points for a working email address, and 3,000 points for a working mobile phone number (and Premium Club account cardholders earn an extra 562 bonus points). Bonus points can also be earned for electing to receive statements via email (3,000 points) or by MMS (2,000 points).
Redemption of Thank U points begins at 10,000 points for a R10 voucher valid against the member's next purchase. Each 1 point earned is effectively worth R0.001 when redeemed, equating to an earn rate of between 1.0% and 1.5% depending the customer's club membership level.
According to South African loyalty expert, Deon Olivier of Cape Town-based Woodstock Loyalty, what is great about this programme is that it is a group-wide programme, encompassing all of the Edgars brands (which include Edgars, Edgars Active, Red Square, Jet, JetMart, Boardmans, CNA, and LEGiT). However, the programme is also very similar in structure to the country's Pick'n'Pay supermarket's Smart Shopper loyalty programme.