Pick n Pay cuts Smart Shopper rewards
By Ann Crotty - Apr 4th 2017, 08:49
Pick n Pay has overhauled its Smart Shopper loyalty programme, halving the value of the cash rewards but saying it is making the rewards more personal and easier to access.
Early indications on social media are that the changes to the most popular customer loyalty programme in the country have not been well received.
Smart Shopper, which was launched amid much fanfare in 2011 and which was considered to be one of the more generous retail loyalty programmes, played a critical role in Pick n Pay’s turnaround by helping to lift top-line performance almost immediately. But it was less helpful to the bottom line.
From the start, management dismissed suggestions the programme was too generous to be affordable on a sustainable basis.
Sasfin Securities’ analyst Alec Abraham questioned the perception that the programme was overly generous. From the company’s perspective it not only drew in more customers, but provided critical stock-management information, he said. "The number of members was well above what management expected, but the rewards was a small price to pay for all the information the programme generated," he said. The information was particularly important to Pick n Pay as it was in the process of switching to centralised distribution.
The overhaul — implemented last week with no fanfare — comes just weeks after the company said it was making R500m in price cuts on 1,300 items. Analysts say retailers are caught between offering discounts in tough economic conditions and protecting margins.
David North, group GM of strategy and corporate affairs, said on Monday that the group’s recent initiatives demonstrated the group’s commitment to giving customers more value. "When looking at the changes to Smart Shopper, customers can be assured that every rand and more is being given back to them through lower prices and more and better discounts."
From March 30, Smart Shoppers need to spend R200 to get back R1. The previous rate was R1 back for every R100 spent, cutting the cash-back rate to 0.5% from 1%.
Management said a key feature of the overhaul would be weekly personalised discounts tailored specifically to individual Smart Shopper based on shopping habits. "With the new Smart Shopper, Pick n Pay will be offering 30-million personal discounts every week or three discounts per customer every Thursday for 10-million customers," the company said.
The aim is to give customers more than R500 in personal discounts over the year.
Smart Shopper points already awarded are unaffected.
While shoppers are likely to be unconvinced by the touted benefits, investors appear happier. After closing weaker on Thursday and Friday, in line with the market, the share price closed firmer on Monday.© BusinessLIVE MMXVII
Truworths profit at nine-year low as profit plunges over 70%
16/08/2019 - 11:52
Shares in Truworths slumped to a nine-year low on Friday morning after the fashion retailer reported a 74% slide in profits amid difficult trading environments in SA and the UK.
UnionPay cards - the largest card scheme in the world - now accepted at all Pick n Pay stores across SA
16/08/2019 - 11:11
UnionPay International (UPI) has announced significant progress in the South African retail payments market through their co-operation with Pick n Pay and Absa Bank. Through a tripartite co-operation agreement, Pick n Pay, a major food, clothing, and general merchandise retailer, is now enabled to accept UnionPay cards at all of its till points across its approximately 1,800 stores countrywide.
With banana leaf lamps, H&M backs firms promising social change
15/08/2019 - 10:31
With lampshades made by Indian women and trays from East Africa, H&M said that it had become the latest retail giant to back businesses with a mission to do good, as pressure mounts to end throwaway consumerism.
Kit Kat goes solar at Benoni Cash & Carry site
15/08/2019 - 09:11
In a bid to reduce its carbon footprint, mitigate load shedding and become less reliant on the national grid, the Kit Kat group has completed a solar power installation at its Benoni Cash & Carry store.
Choppies to exit SA market, chair to step down
15/08/2019 - 09:03
Botswana-based grocery retailer, Choppies, has announced that it will be exiting the South African market, four years after expanding into the country.