We launched our customer loyalty scheme, Sefalana Rewards, in November 2016 which has been well received by our customers. This loyalty program allows customers to earn “Sefbacks” on all purchases through giving back a percentage of the purchase value to our customers in the form of points that can be redeemed for cash discounts at any time.

We were proud to be the first local FMCG Group to launch such an offering to our customers. This has proven popular with our customers and loyalty now accounts for approximately 1 in 5 sales.

The loyalty program enables us to understand and monitor our customer behaviour better, and to offer specific products and promotions that will be of interest, whilst at the same time giving something back each time one shops with us.