FNB eBucks and Shoprite Xtra Savings were among the biggest winners at the 2026 South African Loyalty Awards, highlighting the growing strategic importance of customer rewards programmes in driving value, engagement and long-term loyalty.
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Now in its eighth year, the South African Loyalty Awards recognise excellence across loyalty strategy, CRM, consumer behavioural change and data insights.
Organised by South African-based international loyalty and CRM consultancy Truth, the awards aim to showcase industry talent and benchmark local programmes against international standards.
This year's competition spanned 24 categories and was judged by a panel of 19 loyalty and CRM experts from South Africa and abroad, supported by an independent advisory board of six professionals.
eBucks dominates the awards
FNB eBucks emerged as one of the standout performers, winning seven awards in total, including the flagship Best Overall Long-Term Loyalty Programme.
The programme also took top honours in the financial services, B2B and partnership programme categories, reinforcing its position as one of South Africa's most established and diversified rewards ecosystems.
Pieter Woodhatch, CEO of eBucks Rewards at FNB, was named Loyalty Personality of the Year. The recognition reflects his leadership of a programme that has continued to evolve around customer value, a simplified experience and changing consumer needs.
Other category winners included Sasol Rewards for Best Fuel Programme, Vodacom Vodabucks for Best Telco Programme and Spur Corporation for Best Restaurant/QSR Programme.
Shoprite Xtra Savings recognised for retail loyalty
The Shoprite Group's Xtra Savings programme was named Best Retail Programme and also won Best Programme Subscription.
The Xtra Savings team was additionally recognised as Best Loyalty Team of the Year, acknowledging the people behind the strategy, innovation and execution of the programme.
The recognition comes as grocery retailers increasingly use loyalty programmes as more than a customer retention tool. Rewards platforms are becoming an important source of customer data and personalised offers, while also helping retailers respond to consumers' growing focus on value and savings.
Dis-Chem and new programmes also recognised
Dis-Chem Better Rewards was named Best Re-launched Programme, recognising the evolution of the retailer's customer rewards proposition.
Meanwhile, Omnihelp Fitt took the award for Best Programme: Newcomer, highlighting continued innovation and new entrants in South Africa's loyalty market.
Additional awards recognised achievement in areas including innovation, artificial intelligence, data strategy, loyalty marketing campaigns and the agencies supporting the sector.
Loyalty programmes move beyond rewards
Amanda Cromhout, judging chair of the South African Loyalty Awards and CEO and founder of Truth, said this year's winners demonstrated the increasing maturity of South Africa's loyalty industry.
“The 2026 South African Loyalty Awards once again demonstrate the extraordinary strength and maturity of our loyalty industry. South African brands are not simply keeping pace with global best practice — they are increasingly setting the benchmark for the rest of the world to follow.”
She added that the programmes recognised this year combined innovation and strategic thinking with measurable commercial results and meaningful customer value.
“The innovation, strategic thinking and customer-centricity initiatives we have seen this year are truly world-class, delivering measurable commercial impact while creating meaningful value for customers.”
2026 headline winners
The flagship programme awards went to:
- Best Overall Long-Term Loyalty Programme: FNB eBucks
- Best Retail Programme: The Shoprite Group Xtra Savings
- Best Financial Services Programme: FNB eBucks
- Best Restaurant/QSR Programme: Spur Corporation
- Best B2B Programme: FNB eBucks
- Best Fuel Programme: Sasol Rewards
- Best Telco Programme: Vodacom Vodabucks
- Best Programme Subscription: The Shoprite Group Xtra Savings
- Best Partnership Programme: FNB eBucks
- Best Re-launched Programme: Dis-Chem Better Rewards
- Best Programme: Newcomer: Omnihelp Fitt
With loyalty programmes increasingly sitting at the intersection of customer value, data, personalisation and commercial strategy, the 2026 winners reflect a sector that is becoming more sophisticated and more deeply integrated into the broader operations of South African businesses.
The 2027 South African Loyalty Awards will open for entries in January 2027, with submissions closing on 18 March. The winners are expected to be announced in June 2027.
Download the 2026 South African Loyalty Awards Winners' Report
