Spend a Little, Save a Lot

Spend a Little, Save a Lot
Spend a Little, Save a Lot

Four reasons why South Africans are investing in paid-for loyalty programmes

It’s no secret that South Africans simply adore loyalty programmes. In fact, according to the 2021 Truth & BrandMapp South African Loyalty Whitepaper, 74% of economically active South Africans used loyalty programmes last year (up 7% from 2015), which made for a refreshing change from the annus horribilis that was 2020. The research showed that more consumers than ever before are joining a variety of loyalty programmes to maximise their savings.

Director of First Loyalty Plus, Rioma Cominelli, says that whilst it is true that South Africans love free loyalty programmes, they are not shying away from paid-for programmes either! “First Loyalty Plus has experienced significant growth year on year, proving that even though our pockets may be lighter and our purse strings tighter, we are still striving to live more, for less,” explained Rioma.

Here are four reasons why South Africans are investing in paid-for loyalty programmes:

  • Cash back:Cash back is highly valued by customers. After all, who doesn’t like (and need) extra cash in their pocket? And the best part, is that most paid-for loyalty programmes do offer cash back. First Loyalty Plus, for example, gives you access to more than 1500 restaurants around South Africa that give you R120 cash back on your second most expensive main meal, every time you eat out.
  • Discounts: With interest rates climbing and petrol prices higher than ever before, the only way that customers will still be able to afford to go out and have fun, is if they are able to save a buck or two. As a member of certain paid-for loyalty programmes, you will qualify for great deals at discounted rates, including reduced movie ticket prices and snack combos at Ster-Kinekor, Nu Metro or CineCentre – date night won’t have to break the bank anymore! And that’s not all, First Loyalty for example, offer that plus discounted deals of up to 50% off online shopping for amazing lifestyle products including fashion, electronics, designer jewellery, handbags, and scarves, another reason customers are flocking to paid-for programmes.


  • Rewards: Customers love to feel that their business is valued, and by rewarding their members, paid-for loyalty programmes have this down to a fine art. First Loyalty Plus, for example, offers its members buy-1-get-1-free coffees from various outlets countrywide. And when members earn rewards through spending, they’re able to redeem these rewards on amazing lifestyle products, such as luxury accommodation, spa treatments and online shopping.


  • Luxury living: The beauty of a paid-for loyalty programme is that, unlike free loyalty programmes from retailers, this type of membership programme offers access to a world that would otherwise be out of reach. First Loyalty Plus members receive a whopping 20% off all standard spa treatments from more than 20 spas countrywide, and also get a free full body massage voucher every year. Members are spoilt for choice when it comes to cruising, with more than 12 premier and 160 luxury cruise ships to pick and choose from, that will whisk them off to more than 5000 exotic ports of call around the globe, all at highly competitive prices. No longer just for the rich and famous, but now within reach of members, are activities like hot air ballooning, skydiving, shark cage diving, bungee jumping, and a myriad of other high-end activities – at phenomenal prices. Throw in cheaper flights and car hire from 5000 airlines and 9700 locations around the globe and investing in a paid-for loyalty programme becomes a savvy, sound investment.

Investing as little as R125 per month to become a Member of a paid-for programme makes perfect ‘cents’. Spend a little, get a lot.

Visit www.firstloyaltyplus.co.za for more information.