SOUTH AFRICA – Pick n Pay has introduced the Pick n Pay Live Well Club, an enhancement to its existing Smart Shopper loyalty program.
The new initiative builds upon the retailer’s commitment to promoting wellness, which was previously supported through its partnership with Discovery Vitality and the HealthyFood program.
The Live Well Club is set to reward customers for making healthier food choices by offering benefits when purchasing approved products.
These products, featured in Pick n Pay’s affordable PnP private label range, include fresh produce, lean meats, and select grocery items like sugar-free peanut butter and high-fiber cereals. Items eligible for rewards will be marked with a “Live Well Club” badge both in-store and online.
Tessa Chamberlain, Pick n Pay’s marketing director, emphasized that the initiative caters to the growing consumer demand for affordable, healthy living options.
“By simply swiping their Smart Shopper card, customers can earn rewards, reinforcing the retailer’s dedication to providing value without compromising health,” he said. “The Live Well Club extends Pick n Pay’s efforts to offer accessible, nutritious food options.”
Juliet Fearnhead, Pick n Pay’s dietitian, added that the launch of the Live Well range addresses health concerns prevalent in South Africa, such as diabetes and hypertension, by adhering to stringent health criteria for salt, saturated fat, and sugar content.
In addition, members of the Live Well Club will benefit from triple Smart Shopper points on eligible products, which can be redeemed as cashback on future purchases, and receive discount vouchers for in-store savings.
The new club complements existing Pick n Pay loyalty programs, including those for Baby, Pet, Wine, and Coffee.
Meanwhile Pick n Pay has also announced plans to list its discount grocery chain, Boxer, with potential proceeds estimated at R8 billion (US$450 million).
The decision is part of a strategy to address the retailer’s financial challenges, including a significant trading loss and increased debt.
The Boxer IPO which aims at boosting the company’s market value, also provides a clearer reflection of its growth potential, ultimately benefiting shareholders.
The Boxer listing, planned for late 2024 pending final approvals, is expected to strengthen Pick n Pay’s core supermarket business and help mitigate financial pressures.
The detailed terms of the share issue will be disclosed closer to the IPO date.
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