As South African households grapple with rising living costs and prolonged economic pressure, loyalty programmes are no longer optional perks — they are fast becoming critical value engines for both consumers and retailers. At the centre of this shift is the convergence of fintech innovation, real-time data and AI-powered retail technology, which is redefining how loyalty is delivered, experienced and valued.
Industry leaders say static, points-based rewards are giving way to instant, payment-linked benefits that feel more like cash than coupons. According to Thabiso Msimanga, Head of Customer at Bigly Labs by Dis-Chem, the next generation of loyalty is being shaped by real-time personalisation and seamless financial integration.
Dis-Chem’s newly revamped Better Rewards programme illustrates this transformation. Through a smart integration with Capitec and advanced backend systems, the programme allows rewards to move as seamlessly as money, delivering instant discounts at the point of sale rather than delayed point accumulation. Customers who pay with a Capitec card automatically receive boosters in real time, turning loyalty into a frictionless financial experience.
“Fintech-driven payment innovation has normalised instant value,” Msimanga said. “South Africans now expect rewards to appear immediately on their till slip or in their banking app, not weeks later.”
In a challenging economic climate, these instant savings are proving powerful. Members of the Better Rewards programme receive an immediate 10 percent discount on more than 140 popular brands, on top of promotional prices. Additional discounts can be unlocked by engaging across Dis-Chem’s ecosystem, including pharmacy services, Capitec card payments and healthcare financial products.
Real-time data plays a critical role in making such programmes relevant. In a price-sensitive market like South Africa, spending patterns can change rapidly in response to payday cycles, inflation shocks and promotions. Real-time insights allow retailers to deliver timely, personalised offers and communications based on what customers are doing in the moment, rather than relying on outdated historical data.
Looking ahead, artificial intelligence and predictive analytics are expected to take personalisation even further. Instead of broad customer segments, AI will enable retailers to determine the “next best action” for each individual in real time — whether that is a targeted discount, healthcare advice or a prescription refill reminder.
As shoppers increasingly move between in-store, online and mobile channels, retailers are also being pushed to build connected, “phygital” ecosystems that feel consistent everywhere. A unified customer identity across all touchpoints is becoming essential for loyalty programmes that aim to be seamless and intuitive.
Beyond discounts, loyalty data is also being used to deliver deeper value through convenience, exclusivity and personalised experiences. Dis-Chem’s shift from a traditional pharmacy chain to an integrated healthcare provider underscores this approach, using data to support customers’ long-term health journeys rather than just rewarding transactions.
Fintech–retail partnerships are accelerating this evolution by combining the digital reach of banks with the physical footprint and category expertise of retailers. For customers, this means stackable, automatic rewards triggered simply by paying with their bank card. For businesses, it drives acquisition, engagement and long-term retention.
Consumer expectations are changing fast. In today’s economic climate, South Africans want immediate, transparent and meaningful value that supports everyday essentials. They also expect brands to remove friction, respect their time and recognise them as individuals.
Industry experts say the future of loyalty in South Africa will be defined by deeper personalisation, tight integration with payments and selective gamification. While gamified elements can boost engagement, real-time AI personalisation is expected to have the biggest impact — transforming generic loyalty schemes into intelligent systems that deliver instant, individualised value.
As loyalty increasingly becomes a new digital value economy, one thing is clear: in South Africa, rewards that move at the speed of money are setting the standard for customer engagement and trust.
