The suits behind Pick n Pay (PnP) have clearly upped their game in the recent months. First the launch of The Mecca on William Nicol (which sells Sinnful ice-cream, swoon), then PnP Travel and now this! Enter PnP Smart Shopper, a customer loyalty program that allows customers the opportunity to accrue a point for every rand spent. For every R1000 spent, a minimum of 1% of that will be available to be redeemed as cash back via the Smart Shopper card (that percentage increases through double, triple and bonus points accrued, and no, physical cash cannot be redeemed). That’s nice, but what about giving back? No problem, you can donate your accrued points/cash to a charity of your choice.
“The programme is and will always be clear and transparent and provide a real customer benefit, beyond the financial rewards. Very importantly, the technology and security systems we have employed will make sure that absolutely no confidential information on our customers is shared in any way, ever, with any third parties”, says Pick n Pay Marketing Director, Bronwen Rohland.
The move is long overdue and it’s about time local grocery brands followed in the footsteps of their first-world counterparts like Tesco and Sainsburys by truly rewarding shoppers for their custom, and better still, allowing customers the opportunity to allocate monies earned instead of making the decision for them.
How could this scheme be improved upon? By affording customers the option to exchange points for deals on travel, electronics, experiences, dining out and the likes. Hell, while we’re at it, why not develop an iPhone and BlackBerry app allowing shoppers to check points, view specials and product news, locate stores etc? Use it, don’t use it.