South Africa, July 7 -- The programme builds on the existing Woolworths MyDifference ecosystem by rewarding customers not only for what they buy, but also for how they manage their accounts, reflecting a broader shift towards loyalty programmes that recognise engagement, financial responsibility and individual shopping behaviour.

Loyalty evolves beyond points and discounts

The launch comes at a time when retailers and financial services providers are increasingly moving away from traditional one-size-fits-all loyalty programmes in favour of data-driven experiences tailored to individual customers.

According to Mare Louw, chief customer officer of Woolworths Financial Services, today's consumers expect rewards programmes to be more rele...