As one of longest standing loyalty programmes in the country, with almost 5 million active members, the company has loaded R150 million in cashback onto existing customers' ClubCards to launch the makeover.
The programme has moved to a completely paperless rewards redemption system, meaning that ClubCard members will no longer receive their cashback rewards via posted vouchers, but will instead enjoy their rewards loaded directly onto their member cards.
According to David Hazell, Clicks Customer Marketing Executive, the move, informed by customer insights, is about simplicity and customer convenience.
"While loyalty programmes are prevalent in the retail market and savvy customers can enjoy significant savings by making use of them, not all of them are simple to use. The ClubCard change is about creating more 'feel good' convenience, savings and rewards for our loyal customers, which translates into simplicity and ease of use.
"In addition, we want to encourage shoppers to think about the currency of the Clicks rewards points, which are on average double that of other retailers' loyalty programmes. For example, every time you spend R5, you earn one point and 1 point is equal to 10 cents," he says
Unredeemed paper cashback rewards will be loaded onto customers' cards. Customers will be able to check their points and rewards on their till slips. The ClubCard Magazine will also be available digitally six times a year and will no longer be posted. Qualifying Gold members will receive a free copy in-store. Existing members will not need a new card to experience the benefits of the programme and their cards will be activated automatically to receive the paperless cashback rewards. Special offers and targeted promotions will also be presented to customers on the bottom of their till slips.
He says that senior members will also benefit from the change. All members over the age of 60 will automatically become senior ClubCard members, receiving double points on purchases made on the second Wednesday of every month and now enjoying extra rewards on their card or offers on their till slip.
Similarly, BabyClub members will earn double points on non-legislated baby products and clinic services, enjoy vaccination SMS reminders and receive additional instant rewards and exclusive offers.
The online portal (ClubCard Zone) has been improved, to enable members to track their points and rewards.
"We want to continue giving customers what they want through personalised marketing, which is another reason we have significantly invested in the technology to upgrade the current offering. The move to a digital, paperless rewards programme means that we will be able to offer our customers much more convenience in the future," he concludes.
