The South African Loyalty Awards 2025, now in its seventh year and organised by Truth, a global consultancy specialising in loyalty and CRM, has celebrated the finest achievements in loyalty excellence and innovation. This year’s event underscored the vibrant state of the local loyalty industry, showcasing performance that meets and exceeds global standards.
The awards recognise excellence across various categories, including CRM, consumer behaviour change, data insights, and loyalty strategy. Amanda Cromhout, the judging chair and CEO/founder of Truth, remarked on the outstanding innovation and results produced by South African loyalty brands.
Awards Overview
This year’s awards featured 31 categories, assessed by a panel of 14 experts in loyalty and CRM from South Africa and beyond. An independent advisory board of six professionals ensured a transparent and rigorous judging process.
Headline Award Winners
The flagship awards for ‘Best Programme’ were awarded to the following leading loyalty initiatives:
- Best Overall Long-term Loyalty Programme – FNB eBucks
- Best Retail Programme – Shoprite Group Xtra Savings
- Best Financial Services Programme – FNB eBucks
- Best Restaurant/QSR Programme – vida e caffè
- Best Travel & Hospitality Programme – Emirates Skywards
- Best B2B Programme – FNB eBucks
- Best Fuel Programme – Shell V+
- Best Telco Programme – Vodacom Vodabucks
- Best Entertainment/Leisure Programme – Virgin Active Rewards
- Best Partnership Programme – FNB eBucks
- Best Programme: Newcomer – TakealotMore
Clicks was recognised as the Industry Team of the Year, highlighting its consistent commitment to loyalty excellence. The Clicks ClubCard remains South Africa’s most-utilised loyalty programme, reflecting its significant impact on consumers.
Brandon de Kock and the late Stuart Lowe from WhyFive Insights were acknowledged as the Most Impactful Loyalty Professionals for their enduring contributions to the industry.
Looking Ahead
The 2026 South African Loyalty Awards will open for entries in March 2026, with submissions closing in May 2026. Winners will be announced in September 2026, promising another year of remarkable achievements in loyalty excellence.