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FNB eBucks dominates 2025 South African Loyalty Awards with six wins

Ashley Lechman|Published

The FNB eBucks team who picked up a bulk of the awards.

Image: Supplied.

The South African Loyalty Awards 2025 have unveiled their winners, celebrating an impressive array of loyalty programmes and innovations that highlight the excellence of the local industry.

Now in its seventh year, these awards focus on honouring not just performance but the overarching creativity and strategic prowess within customer relationship management (CRM) and loyalty strategy.

Organised by Truth, a prominent international consultancy in loyalty and CRM based in South Africa, the awards provide a vital benchmark against global standards.

Amanda Cromhout, the Judging Chair of the South African Loyalty Awards and CEO/Founder of Truth, said, “The 2025 South African Loyalty Awards have once again highlighted that the local loyalty industry is thriving with world-class innovation and brilliance—delivering performance that exceeds global standards. I can confidently say that South Africa is home to some of the world’s most respected loyalty brands, offering exceptional results and customer experiences.”

This year, the awards encompassed 31 categories, all evaluated by a panel of 14 loyalty and CRM experts from South Africa and beyond, with an independent advisory board ensuring a transparent judging process.

Flagship winners

The Clicks Club Card team.

Image: Supplied.

  • 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

FNB eBucks emerged as the standout winner, taking home six prestigious awards, a reflection of its sustained excellence in loyalty programme effectiveness.

The Clicks brand also shone brightly, being named the Industry Team of the Year, further solidifying the Clicks ClubCard as South Africa’s most-used loyalty programme.

Moreover, Brandon de Kock and the late Stuart Lowe from WhyFive Insights were celebrated as the Most Impactful Loyalty Professionals for their considerable influence on the industry.

The ceremony also acknowledged innovation, AI advancements, data strategies, and outstanding loyalty marketing campaigns across various sectors.

Looking ahead

As the curtain falls on the 2025 awards, excitement builds for the next iteration.

The 2026 South African Loyalty Awards will commence with entries opening in March 2026, closing in May, and winners to be announced in September 2026.

BUSINESS REPORT