With the cost of living steadily climbing, everyone is looking for ways to make their money go further. That’s why loyalty programmes have become a vital tool for consumers, offering much-needed relief and tangible rewards in a time of financial strain. In fact, a remarkable 76% of South Africans are now members of at least one loyalty programme.
This represents a 3% increase from the previous year, highlighting the growing importance of these programmes in the lives of everyday South Africans. It’s not just about collecting points; it’s about making smart financial choices and maximising value in every purchase. And what’s the reward that resonates most with South African consumers? Cashback. It’s the undisputed champion of loyalty programme benefits, consistently ranking as the most desired perk. This preference holds true across the board, from those with stable incomes to the broader mass market. For the economically active, the top three preferred benefits all revolve around the allure of cold, hard cash – whether it’s direct cashback or points that can be seamlessly converted into rands.
This desire for tangible monetary rewards underscores the financial pressures faced by many South Africans. Just this week, the National Department of mineral resources and energy announced higher than expected price increases for petrol and diesel for December, meaning that traveling will be more expensive this festive season.
Shell’s V+ programme: loyalty done right
Shell recognised this trend early on, understanding the deep-seated desire for real, tangible savings. Five years ago, they launched their V+ Rewards programme, a pioneering move in the fuel industry. At the time, most fuel rewards were tied to complex partnerships and indirect benefits. Shell, however, took a different approach, putting cashback front and center. This bold move paid off handsomely, with over 3.5 million members now enjoying the benefits of the program and a staggering R1 billion in rewards distributed since its inception in 2019. Shell’s V+ program isn’t just a success story; it’s a case study in how to build a loyalty program that truly delivers value to its members.
The fuel industry, traditionally characterised by indirect reward systems, has witnessed a significant shift towards dedicated loyalty programmes in recent years. This evolution reflects the growing consumer demand for direct, tangible benefits, and Shell’s V+ programme has played a pivotal role in shaping this trend. It’s a testament to the programme’s effectiveness and its ability to resonate with the needs of South African drivers.
Shell’s V+ programme is more than just a way to save money on fuel. It’s a comprehensive rewards ecosystem designed around convenience, personalisation, and instant gratification. Members can earn up to 50c back on every litre of fuel and up to 2.5% back on in-store purchases, making every visit to a Shell station a rewarding experience. This instant gratification is a key differentiator, transforming everyday transactions into opportunities to save and earn. It’s no surprise that the programme was recognised as South Africa’s Best Fuel Loyalty Programme in 2024, a testament to its innovative approach and customer-centric design.
“The V+ rewards programme is a significant commitment to our customers to make every journey more rewarding,” says Monica Sithole, Mobility Marketing Manager. “Over the past five years, we’ve transformed the customer experience and have managed to pump R1 billion back into the pockets of South African drivers. We have provided meaningful rewards that not only reflect the evolving needs of customers but also supports them in navigating financially difficult times and rising fuel costs. By offering immediate savings, we empower them to meet their daily essentials.”
Through strategic partnerships with leading brands like Capitec and Discovery’s Vitality Drive further amplify the rewards available to V+ members, offering even more ways to save on fuel and other purchases. This collaborative approach creates a win-win scenario for customers and partners alike, expanding the reach and impact of the loyalty programme. It also reinforces Shell’s commitment to providing accessible and inclusive rewards that benefit a wide range of South African consumers.
This festive season, Shell is inviting everyone to #Joinibandla and experience the joy of rewarding journeys. With exciting giveaways, fuel-saving tips, engaging campaigns, and the signature Shell Service Champion banter, there’s something for everyone to enjoy. “It’s the perfect way to make your holiday travels more enjoyable and less stressful on your wallet. So, if you’re looking for a smart and simple way to save money and make every journey more rewarding, download the Shell App and join the V+ rewards community. It’s not just about earning rewards; it’s about making your money go further in a time when it matters most. Join the movement and experience the difference that a truly rewarding loyalty programme can make”.