Woolworths’ MyDifference loyalty programme enhances customer connections through data and purpose

In an age where personalisation and purpose reign supreme, South African retailer, Woolworths said it is leading the way with its new MyDifference loyalty programme, a significant leap from its predecessor, WRewards.

Launched a year ago, this innovative programme has not only redefined how the supermarket engages with its customers but has also set a new standard in the realm of loyalty schemes.

Woolworths’ MyDifference marks a strategic pivot towards a more customer-centric model, merging valuable insights and digital innovation into a seamless platform.

The retailer aims to foster long-term relationships with its customers by moving beyond traditional point-collection systems and focusing on tailored, transparent rewards that genuinely resonate with their community's values.

“MyDifference allows us to tap into the depth of insight within our customer base and turn that understanding into real value,” explained Charlene van Zyl, Customer and Loyalty Director at Woolworths.

“By listening more closely to our customers, we’re able to build stronger relationships and deliver rewards and experiences that are genuinely aligned to their needs and preferences.”

A unified loyalty ecosystem

The MyDifference programme successfully integrates the most effective elements of WRewards and the MySchool initiative into a cohesive loyalty ecosystem.

Customers can earn rewards while also supporting meaningful causes.

A pivotal aspect of this new model is its emphasis on transparency, particularly regarding the impact of customer contributions to educational and community initiatives.

Van Zyl stated, “While MySchool enables substantial annual giving, customers haven’t always been able to see the results of their support. MyDifference addresses this by providing ongoing visibility into contributions, helping to build trust and reinforce the value created through everyday shopping.”

Features designed for engagement and value

MyDifference is meticulously crafted to enhance user engagement and deliver tangible benefits. Key features include:

• Enhanced Play and Win feature with more games and guaranteed rewards, accessible through the Woolworths app.
• Personalised goals and rewards tailored to individual shopping behaviours.
• A simplified loyalty dashboard offering instant visibility of rewards, benefits, and spending.
• Monthly donation tracking to showcase the collective impact of customer actions.
• Cashback rewards obtained through gaming and directly loaded onto the app for flexible use.
• Exclusive personalised vouchers available at checkout.

These features collectively forge a loyalty experience that goes beyond mere transactions, turning shopping into an engaging and rewarding process.

Digital engagement as a cornerstone

The digital landscape anchors the MyDifference model, with the Woolworths app serving as the primary channel for customer interaction.

This digital approach not only enriches the shopping experience but also aligns with Woolworths’ sustainability initiatives — encouraging customers to opt for app engagement over physical cards, although tangible options remain accessible for those without smartphones.

Data-driven growth

Beyond enhancing customer rewards, MyDifference is instrumental in bolstering Woolworths’ long-term growth strategy, providing valuable data that drives informed decision-making.

Van Zyl said, “MyDifference allows us to understand our customers at a much deeper level and respond faster to their needs.”

With 3.4 million active members, Woolworths is poised to leverage this loyalty base for accelerated growth and customer experience enhancement.

“MyDifference has been built around our customers and how they want to engage with us. By combining scale, insight, and purpose, the programme enables us to create more relevant value today while ensuring a more resilient business for the future,” van Zyl further said. 

BUSINESS REPORT