Shop, swipe, save: 7 tips to maximise loyalty programmes

With the cost of living stretching budgets to breaking point, South Africans are increasingly looking for ways to save. Many turn to loyalty programmes, which can be an effective way to cut costs, provided they are used wisely.

A loyalty programme is a marketing system that companies use to reward customers who shop or use services repeatedly. Customers earn perks such as points, discounts, and gifts, encouraging them to return instead of shopping with a competitor.

Competition among retailers is fierce. JustMoney’s 2025 Money & Me survey revealed that 71% of respondents choose where to shop based on special offers, as opposed to shopping at the same supermarket irrespective of deals.

According to the Truth & BrandMapp Loyalty Whitepaper 2025/6, around 85% of South Africans belong to loyalty programmes, up from 82% the previous year. Further, the average number of programmes per consumer reached 10.4 in 2025; more than double compared to a decade ago.

However, simply collecting loyalty cards or downloading another app is not sufficient for saving money, notes Sarah Nicholson, head of customer experience at JustMoney. Stretching your rands with these programmes requires effort and strategy.

“The best loyalty programme isn’t the one with the biggest rewards – it’s the one that complements your budget,” she says. “If you use points strategically, savings add up. But if you’re spending more just to earn points, you’re defeating the purpose.”

JustMoney offers tips to assess and maximise loyalty rewards.

1. Choose programmes linked to goods and services you use frequently. If most of your money goes on groceries, fuel, banking, healthcare, or travel, prioritise programmes that reward you for what you already buy.
2. Understand how the programme works. Some offer immediate discounts at the till, while others enable you to accumulate points to redeem later. Before joining, find out how points or rewards are earned, whether any products and services are excluded, if there are monthly spending thresholds, whether rewards expire, if there are membership fees, and what rewards are worth.
3. Make rewards part of your monthly budget. Many people think of rewards as a nice bonus, but they can become a valuable part of your budget. Planning how you’ll use your rewards means you can reduce everyday expenses, instead of frittering away rewards on impulse purchases.
4. Take advantage of partnerships. Some loyalty programmes partner with others, allowing you to accumulate rewards in multiple ways. For example, you might earn rewards through your bank card, collect retailer points, receive fuel rewards, and build up travel miles, all from one shopping trip.
5. Protect your personal information. Loyalty programmes collect information about your shopping habits and personal details, so deal only with reputable companies. Read the privacy policy before joining and understand how your information will be used. Be cautious of emails or SMSs asking you to click links or provide passwords to claim rewards; these are probably scams.
6. Ensure you get maximum value. Thousands of rands’ worth of loyalty points expire every year. Check your rewards every few months and make sure you know when points expire, whether they need to be converted into vouchers or cash, and if you must activate special offers before shopping.
7. Review your memberships. Once a year, go through your loyalty cards and apps. Ask yourself whether you still shop there regularly, whether you’re earning worthwhile rewards, and if you’d be better off focusing on fewer programmes.

Loyalty programmes work best when they support sensible financial habits, says Nicholson.

“Stick to your shopping list, budget carefully, and compare prices. If a loyalty programme helps you save on planned purchases, it’s doing exactly what it should.

“The trick is to let your everyday spending earn rewards, not to let rewards dictate your spending. When used wisely, they can help make every rand work a little harder,” she concludes.

JustMoney is a South African financial services company providing a range of solutions, from loans to insurance, underpinned by the data and coaching individuals need to make good money choices.

JustMoney believes that money is personal, so its support is too. Customers are more than just a number; they are individuals with unique goals and dreams. From securing a loan or protecting what matters, to finally getting a handle on debt, JustMoney provides a personalised experience powered by insights that fit customers’ lives.