Pepkor’s loyalty programme drives savings, value and retail innovation

In just over a year since its launch, +more rewards, Pepkor’s loyalty programme, has grown into one of South Africa’s largest digital loyalty programmes, crossing the 12 million member mark and reaching over 43 million baskets across participating retailers. At its core, +more rewards is designed to enable affordability and unlock everyday value for customers, seamlessly, digitally and at scale.

Enabling access to everyday savings
The programme has quickly gained traction across the group, with major brands integrating exclusive +more benefits into their promotional strategies. From early on, seasonal campaigns and lifestyle brand promotions were made available exclusively to +more members, giving customers a clear incentive to join and scan.

Initial performance shows strong results. Members benefit from instant savings across 20+ retail brands, with everyday savings across Babies, Kids, schoolwear, homeware, fashion and more. All +more members stand the chance to win R10 000 every week when they scan their digital rewards card at any retail brand during that week.

In-store teams have played a vital role in onboarding customers and driving awareness, which has been a key factor in the programme’s rapid growth.

A fully digital experience from day one
+more rewards was designed as a digital-first programme, with no plastic loyalty cards issued. This approach, while often driven by cost in traditional programmes, was also informed by a desire for operational efficiency, reduced duplication and a lower environmental footprint. Digital cards simplify customer identification and reduce the administrative complexity and environmental impact associated with physical cards.

Receipts are also stored digitally within the +more app, streamlining recordkeeping and reducing reliance on printed till slips. While app adoption continues to grow, the team is working on store-level education and change management to increase usage and unlock further value, particularly for lay-by customers who benefit from easy proof of purchase and simplified returns.

Supporting deeper customer insights
With millions of members and rising engagement, +more rewards enables the business to understand and respond to emerging customer needs. From identifying key shopper personas, such as new mothers, to tracking cross-brand loyalty and retention, the platform is beginning to offer a more integrated view of how value can be shaped in ways that matter most to customers.

Plans are underway to expand +more rewards benefits beyond traditional retail, with upcoming partnerships focused on health, wellness and financial education. These partnerships aim to deliver support where customers need it most, in areas that improve quality of life and long-term resilience.

+more is a value ecosystem helping millions of South Africans unlock savings, shop smarter and access the benefits of a connected retail group. As the platform continues to grow, it will deepen its role in supporting affordable living and building customer well-being across the country.