At a Clicks store in Sandton, a shopper swiped her receipt and watched three different reward logos appear on the screen, ClubCard, Absa Rewards and Standard Bank UCount Rewards, a visual reminder that the retailer is now linking its loyalty programme to two major banks.
Clicks announced the expansion in a press release on Bizcommunity. The move adds Absa Rewards and Standard Bank UCount Rewards to the existing partnership with FNB eBucks, creating a broader loyalty ecosystem that gives eligible customers more ways to earn rewards when shopping at the retailer.
ClubCard, Clicks’ long-standing loyalty programme, already offers an immediate 10% discount on more than 2,500 selected products and a 2% cashback on qualifying purchases. Members also enjoy 4% cashback on Baby Club items and on Seniors Club purchases made on Wednesdays. Over the past three decades the programme has paid out R7.5 bn in rewards, including R855 m in cashback during 2025.
Under the new arrangement, FNB eBucks customers can earn up to 50% back in eBucks on selected products. Absa Rewards and Standard Bank UCount Rewards members can earn up to 30% back on their full basket when they shop at Clicks. The retailer says the partnerships expand the reach and frequency of its loyalty proposition without relying solely on ClubCard’s own rewards mechanism.
Clicks also launched a gamified engagement platform for ClubCard members. Shoppers can collect virtual coins by completing activities such as product reviews or social media challenges and then redeem those coins for lifestyle vouchers. More than R10 m worth of vouchers are available through the platform, adding an interaction layer beyond traditional points, discounts and cashback.
The expansion reflects a broader shift in retail loyalty, where programmes aim to keep customers engaged between purchases rather than merely rewarding transactions. For Clicks, the strategy is to use its loyalty platform as a bridge between retail and financial services, giving banking partners another channel to reach their rewards customers.
According to Clicks Group Executive: Retail Bongiwe Ntuli, the goal is to “redefine how loyalty works by connecting value across everyday shopping, banking and lifestyle experiences”. While the company claims the new model will give members more choice and meaningful value, the actual impact on sales and customer retention remains to be seen.
For small retailers watching the development, the key takeaway is that integrated loyalty ecosystems are becoming a competitive differentiator. Replicating a similar model would require partnerships with financial institutions and a technology platform capable of handling multi-source rewards.
Read more about loyalty trends in the Retail & Consumer section.
Bizcommunity reported that shoppers are now demanding loyalty programmes that deliver tangible value across everyday spending rather than simply accumulating points, a shift that underpins Clicks’ decision to bring Absa Rewards and Standard Bank UCount Rewards into its ecosystem. The statement from Clicks Group Executive: Retail Bongiwe Ntuli that “as consumers increasingly seek smarter ways to stretch their budgets, we are redefining how loyalty works” echoes this sentiment. By bundling banking rewards with ClubCard benefits, Clicks aims to give members a broader suite of options, positioning the retailer as a one-stop destination for both retail discounts and financial incentives.
The mechanics of a multi-bank loyalty integration involve linking each bank’s reward engine to the retailer’s point-of-sale system so that a qualifying purchase can trigger a credit to the appropriate account, whether that is eBucks, Absa Rewards or UCount Rewards. For a South African business owner this matters because it expands the value proposition without requiring additional inventory or discount depth, while also tapping into the banks’ existing customer bases. Retailers should monitor the accuracy of transaction tagging and the speed of reward posting, as any lag can erode consumer confidence.
Clicks’ gamified engagement platform adds another layer by awarding virtual coins for taking part in different activities, which members can then exchange for lifestyle vouchers. More than R10 m worth of vouchers are available through this channel, and the platform draws on partners that include Discovery Vitality HealthyCare, Momentum Multiply, Spec-Savers, Flexicare, ARC, Sorbet and The Body Shop. This approach creates ongoing interaction points beyond the checkout, encouraging members to stay active within the ClubCard ecosystem throughout the month.
The rewards on offer differ by bank: up to 50% back in eBucks on selected products for eligible FNB customers, and up to 30% back on the full basket for Absa Rewards and Standard Bank UCount Rewards members, Bizcommunity reported. Small retailers considering a similar model need technology that can handle rewards from more than one partner, and clear customer consent for any information shared with those partners.
For smaller retailers, the key steps involve identifying a willing banking partner, negotiating a reward percentage that aligns with margin expectations, and investing in a loyalty platform capable of handling multi-source credits and gamified interactions. Watching how Clicks measures uplift in basket size and frequency will provide useful benchmarks. Tracking any regulatory updates around data sharing and reward disclosures will help ensure that any rollout remains compliant and sustainable.
