Pick n Pay Smart Shopper customers are increasingly spending their points on airtime and data, a popular loyalty reward exclusive for retailer Pick n Pay.

Over R1 million worth of points has been switched for airtime and data. Since the Pick n Pay Smart Shopper app relaunch last October, which introduced a seamless points-to-airtime/data conversion feature, there has been a notable surge in redemptions. The ease of this new functionality has spurred heightened activity, especially in the days leading up to paydays.

Customers can choose pre-selected data and airtime from a vast selection of bundles across all mobile networks to purchase, but 90% of customers select their own amount based on their accumulated Smart Shopper points.

Recent insights from the 2023/4 Truth and BrandMapp Loyalty Whitepaper underscore this preference, revealing that 58% of customers from households earning less than R10,000 per month prefer airtime and data benefits. Even among economically active customers with higher incomes, 27% favour these digital rewards, highlighting their broad appeal across income brackets.

The timing of these redemptions - days ahead of paydays - highlights the tangible benefits of Smart Shopper points, which function essentially as cashback for customers.

A survey by Pick n Pay through Chirp, which asked 1,300 South Africans across incomes in mid-March what they most want from a loyalty programme, further validates the reward demand. 37% of respondents prioritised points, followed closely by cashback at 29% and discounts or vouchers at 17%.

Pick n Pay's Smart Shopper program has consistently evolved to meet the changing needs of its customer base, ensuring it remains one of the most sought-after loyalty programs after a decade of operation.

According to Wayne Mhlanga, Digital Transformation Officer at Pick n Pay, "As more South Africans face economic pressures, it's not surprising that they're seeking greater value from loyalty programs. Our Smart Shopper program has always been tailored to meet these evolving needs, providing immediate savings off millions of products and the added benefit of earning and accumulating points for future cashback options.

"Our customers use these rewards strategically, opting to accumulate them over a few months to substantially reduce the expenses of a major grocery trip or treat themselves at Pick n Pay Clothing. Others indulge in frequent, smaller rewards throughout the year, such as regular airtime or data purchases using their points.”

This month, the introduction of bill payment functionality within the Smart Shopper app further enhances its utility, allowing customers to utilise their points to settle various bills.

Pick n Pay Smart Shoppers earn points on all purchases in-store, online and on-demand with asap!, and through a growing list of partners, such as fuel purchases at BP.