In the bustling heart of London, amidst the throngs of commuters and tourists, lies a haven for South African cravings: The Savanna. This leading retailer, boasting the largest selection of South African products in the city, has carved a niche by bringing a taste of home to those with a connection to the Rainbow Nation. However, just like any growing business, The Savanna sought to deepen its customer connection and foster lasting loyalty.

The loyalty program landscape had become a familiar sight – coffee shops, supermarkets, even clothing stores, all seemed to be hopping on the points bandwagon. The Savanna, initially drawn to the idea by its perceived popularity, saw it as a way to attract and retain customers. As Lisa Gradshot – General Manager, aptly stated, “South Africans like to get something back. It’s good to give something back to the customer, they love it.”

It’s not just about rewarding the customer in order to convince them to keep on spending their money, however. The Savanna team also believes in the idea that businesses should offer loyalty programs because they love their customers and not in order to get their customers to love them. Loyalty programs shouldn’t be about manipulating customers into loving the brand. Loyalty shouldn’t be transactional. It goes beyond points and discounts. It’s about creating a sense of belonging and value for your customers.

While there are many loyalty programs to choose from, The Savanna was drawn to the personal attention and guidance offered by Loyalty Dog, a company that aligns with their core values. Here’s how the partnership between Savanna and Loyalty Dog fostered genuine customer love: