FNB’s eBucks program has dominated the international stage with three major awards. (Photo: MyBroadband)
It is no longer just a ticket in a wallet; for South Africans, loyalty programs are a lifestyle. While many parts of the world are still trying to perfect the art of customer engagement, this year South African brands showed how it’s done.
At the 17th International Loyalty Awards in Atlanta, USA, brand names such as eBucks, TFG, Vodacom and Spur collected one prestigious award after another. Whether it’s about smart technology, games on a mobile phone or rewards for a healthier lifestyle, South African programs are increasingly considered the world standard in the industry.
According to the latest findings in the Truth and BrandMapp Loyalty Whitepaper for 2025-26, the South African market is particularly well developed, with 85% of the population already using one or more loyalty programs.
Global benchmark for banking
FNB’s eBucks program has dominated the international stage with three major awards. In addition to the prestigious title as 2026 international loyalty program of the year for Africa, the program was also named the best global business loyalty program and the best loyalty initiative in the financial sector.
The judges were unequivocal in their praise for the bank’s ability to engage an extremely diverse customer base.
“eBucks is without a doubt a global benchmark. The program’s strength lies in its ability to meaningfully connect with an exceptionally diverse customer base – from those receiving social grants to ultra-high net worth individuals.”
(Foto: MyBroadband)
Smart technology and new thinking
In the retail sector, The Foschini Group (TFG) has attracted attention with its progressive approach to technology. The group was named the global leader in industry innovation and also won the prize for the best use of technology. Their so-called “One TFG” philosophy and the use of artificial intelligence to manage campaigns was considered a major breakthrough.
“TFG Rewards’ use of collaborative AI agents to handle the fine nuances of communication across multiple brands is a remarkable achievement. It enables them to apply hyper-personalization on a massive scale, previously thought impossible,” the judges said during the event.
(Foto: TFG Connect)
South African ingenuity has also made a clean sweep in the telecommunications and wellness industry. Vodacom South Africa’s VodaBucks won the award for the best global usage of games.
The judges say the program “is an excellent example of how strategic games like V-Up not only promote commercial growth, but also cultivate deep and meaningful engagement with the customer”.
On the health side, Virgin Active Rewards was awarded the best loyalty initiative in the leisure and entertainment sector.
“This program is a powerful platform for behavior change that successfully helps members cultivate long-term healthy habits through personal goals and recognition,” the judges noted.
Pioneering, passion
A highlight of the evening was the personal recognition that Earle Cloete received from the Spur corporation when he was honored as a “loyalty pioneer” for his many years of contribution to the industry.
His career began in a call center and has since developed into a position where he is today at the helm of a complex loyalty system that plays a key role in the Spur Group’s growth and restaurant operations.
Amanda Cromhout, the CEO of the loyalty consulting firm Truth and a long-time judge of these awards, believes that the South African success sends a very clear message.
“South African winners caught the attention of the global judges through their bold thinking and the tangible impact they have on customers. They are not only setting the global standard; they are moving that standard higher and higher year after year.”
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