Clicks adds Absa and Standard Bank to ClubCard in loyalty shake-up
The move sees Absa Rewards and Standard Bank UCount Rewards join Clicks’ existing partnership with FNB eBucks, creating a broader loyalty ecosystem that gives eligible customers more ways to earn rewards when shopping at the retailer.
The expansion comes as consumers increasingly look for loyalty programmes to deliver tangible value across their everyday spending rather than simply accumulate points.
“As consumers increasingly seek smarter ways to stretch their budgets, we are redefining how loyalty works by connecting value across everyday shopping, banking and lifestyle experiences,” says Bongiwe Ntuli, Clicks Group Executive: Retail.
“By combining banking rewards, ClubCard benefits and new gamified experiences within a single retail ecosystem, we are giving members more choice and simple, meaningful ways to get greater value.”
Bringing banking rewards into the shopping basket
The expanded model builds on Clicks’ longstanding relationship with FNB eBucks, which remains the retailer’s primary banking rewards partner.
Eligible FNB eBucks customers can now access a new benefit of up to 50% back in eBucks on selected products.
Absa Rewards and Standard Bank UCount Rewards members can also earn up to 30% back on their full basket when shopping at Clicks, adding two major banking rewards programmes to the retailer’s existing loyalty ecosystem.
The strategy effectively connects banking and retail loyalty at the point of purchase, allowing customers to benefit from rewards linked to both their banking relationship and their shopping behaviour.
For Clicks, the partnerships also expand the potential reach and frequency of its loyalty proposition without relying solely on ClubCard's own rewards mechanism.
ClubCard adds a gamification layer
Alongside the banking partnerships, Clicks has introduced a gamified engagement platform for ClubCard members.
Customers can earn coins by participating in different activities and use those coins to access rewards from participating partners.
More than R10m worth of lifestyle vouchers is available through the platform, adding an engagement mechanism beyond conventional points, discounts and cashback.
The move reflects a broader shift in retail loyalty, where programmes are increasingly designed to encourage ongoing interaction rather than simply reward transactions.
By introducing activities and rewards outside the immediate purchase, Clicks is creating additional reasons for members to engage with ClubCard between shopping occasions.
Building on an established loyalty base
The expanded offering sits on top of ClubCard’s existing value proposition.
Members receive an immediate 10% saving on more than 2,500 selected products across Clicks stores and online, while qualifying purchases earn 2% ClubCard cashback.
Additional benefits include 4% cashback on selected Baby Club products and 4% cashback for Seniors Club members every Wednesday.
ClubCard also extends into health, beauty and lifestyle through partners including Discovery Vitality HealthyCare, Momentum Multiply, Spec-Savers, Flexicare, ARC, Sorbet and The Body Shop.
The programme has paid R7.5bn to customers in rewards over the past three decades, including R855m in cashback during 2025.
From loyalty programme to value ecosystem
The latest expansion points to a broader evolution in how major retailers are approaching loyalty.
Rather than competing solely on discounts, Clicks is connecting multiple sources of value — retail savings, cashback, banking rewards, lifestyle benefits and gamified engagement — within its existing customer relationship.
The model also gives Clicks more opportunities to use its loyalty platform as a bridge between retail and financial services, while giving banking partners another channel through which to engage their rewards customers.
For consumers facing continued pressure on household budgets, the proposition is centred on making existing spending work harder.
For Clicks, the commercial opportunity lies in building a loyalty ecosystem that can deepen engagement, increase the perceived value of ClubCard and strengthen the connection between the retailer, its customers and a growing network of financial and lifestyle partners.
