Are fuel loyalty points actually helping motorists get more value when filling up?

As fuel prices continue their upward trajectory, South African motorists face the challenge of filling their tanks without emptying their wallets. Fuel rewards cards seem to be a remedy for some, but is it an effective strategy at stretching the budget, or are these loyalty points just financial optimism?

Stephen Grootes speaks to Amanda Cromhout, founder and CEO of Truth, a specialist loyalty, CRM, and customer strategy consultancy, about whether fuel loyalty points systems are helping consumers make small but meaningful savings on every litre. 

Listen to the full interview in the audio player above. 

Previously on The Money Show, Cromhout mentioned how the average South African now belongs to more than 10 loyalty programmes each, leaning on the benefits in this tough economic climate and how it’s more than just a “nice to have”. Evidently, fuel rewards are no exception, with customers being spoilt for choice.

“28% of South Africans say that loyalty programmes help them get through the cost-of-living crisis. And when we see that related to fuel, 45% say they choose a fuel station because of its loyalty program. So, it's without question a really huge indicator of how important it is.” - Amanda Cromhout, founder and CEO of Truth.

Cromhout lists some reward combinations that can be used at filling stations with different cards from banks and retailers.

She also highlights how invested people are in building their deck of loyalty cards, creating well-informed customers and a highly competitive avenue for rewards programmes.

“It’s a really huge play now for the fuel industry without question. A few years back, it wasn’t at all. Now we’re seeing an absolute flood of loyalty campaigns and good money back for consumers if they know what they’re doing.” - Amanda Cromhout, Founder and CEO of Truth

Scroll up to the audio player to listen to the full interview on The Money Show, brought to you by Absa CIB.