Launched in 1995, the Clicks ClubCard has grown into South Africa's longest-running and most used retail loyalty programme. With 13-million active members and R7.5-billion paid out in cashback, it's a business success story and a staple of South Africa's shopping heritage.
For 30 years, ClubCard has aided its customers by delivering value with every swipe. It has helped families stretch their budgets, rewarded loyalty with savings and become a regular part of the way South Africans shop — woven into everyday life and passed through generations, says the company.
From Trailblazer to Benchmark
When ClubCard launched at a single Cape Town store, 13 000 customers signed up on day one. Within two years, membership had increased to 1.3-million. As South Africa's first retail loyalty programme, it marked the start of a programme that went beyond marketing to give back — becoming an integral part of Clicks' business strategy, says the company.
The programme offers benefits for every life stage, such as its loyalty magazine, Baby Club and Seniors Club, WhatsApp channel, member-exclusive offers and a partner network of 14 brands including Engen, Discovery, ARC, Sorbet and FNB eBucks, adds the company.
"ClubCard's success lies in its simplicity, accessibility, easily redeemable rewards, relevance and differentiated position," says Dr Melanie van Rooy, Chief Marketing Officer at Clicks. "Since the beginning, we've never strayed from our mission to reward real loyalty with real value. This celebration is our way of saying thank you to South Africa for making ClubCard such an important part of their lives — and for trusting us to carry this legacy into the future."
Driven by Data, Designed for Real Life
Over the years, ClubCard has been recognised as a leader in customer loyalty — earning awards for its innovation, strategic use of data and customer-centric design. Most recently, it was awarded Best Use of AI and Best Strategic Use of Data Analytics at the 2024 SA Loyalty Awards, says the company.
In 2024, ClubCard delivered R780-million in cashback to members. With an 80% usage rate among economically active consumers, it has become a growth driver for Clicks — and a tool for everyday value. More than 90% of cashback earned is redeemed, an indicator of its ongoing relevance. Powered by advanced analytics and AI, ClubCard delivers relevant offers — from 'My ClubCard Deals' refreshed every two weeks to personalised offers, adds the company.
ClubCard supports access via the Clicks app, WhatsApp and pharmacy services. Tracking cashback, ordering medication and unlocking fuel savings. They will soon launch enhanced, personalised deals via its app and website, amining to make it easier for members to get the rewards they value, says the company.
Through these innovations, one thing has stayed the same: real cashback for real people. This commitment remains central to the programme and will continue to guide its journey into the next 30 years, concludes the company.
For more information, visit www.clicks.co.za. You can also follow Clicks on Facebook, X, or on Instagram.
*Image courtesy of contributor