PICK n Pay Smart Shoppers loyalty card holders will be able to use their points for British Airways flights, the retailer, which has partnered with Avios Group (AGL), said on Wednesday.
In an environment where retailers are trying to win over new customers and keep existing ones, loyalty card programmes have proved pivotal as they not only reward members for purchases but also help retailers to better understand their customers’ buying behaviour.
AGL is part of International Airlines Group, which operates the global Avios rewards currency for British Airways Executive Club and Iberia Plus, and the Avios travel rewards programme in the UK and Spain. By registering online, Pick n Pay Smart Shoppers can now convert their points to Avios, and can opt to use them to pay for flights. Eight smart shopper points equal one Avios.
Director of new markets and business development at AGL Nick Pilbeam said that with the success that the group had experienced with the Avios currency in the UK, Spain and the US, it was eager to grow its footprint in South Africa.
"The Avios currency won’t expire, as you collect or redeem within three years. This means that members of the Avios travel rewards programme are able to save on holiday items such as flights, allowing them to upgrade their accommodation, visit more destinations and extend their holidays."
Deloitte, in a survey released earlier this year, found a steep fall in consumer loyalty to travel brands.
Also, the study found most consumers believed grocery stores had more innovative and, ultimately, rewarding loyalty programmes.
Adam Weissenberg, vice-chairman and global leader of the travel, hospitality and leisure segment at Deloitte, said if travel brands wanted to lift consumer engagement and build long-term relationships, their focus should be on enhancing the consumer’s experience, making rewards personally meaningful, and encouraging loyalty with unexpected rewards.
Locally, Avios points can also be collected on everyday spends such as paying for purchases with the Avios credit card, issued and supported by Absa, and filling up with fuel at BP.