How BP Rewards Is Driving the Future of Loyalty in South Africa

Loyalty leaps from cards to lifestyle ecosystems

Gone are the days when loyalty from brands could be represented by plastic cards that represented play money. Now, it’s about adding tangible value to your life that’ll see you have a better human experience from fuel, groceries, banking to wellness. That was the central message at bp Southern Africa’s (bpSA) “Fuelling the Future” media roundtable held at Zwartkops Raceway, as part of their one-year BP Rewards programme anniversary celebration. 

“Loyalty programmes are evolving rapidly, integrating lifestyle and technology in ways we could never have imagined decades ago,’ said Nokwanda Khumalo, General Manager Mobility & Convenience at bpSA. The energy company introduced its proprietary loyalty programme, BP Rewards programme a year ago, and has already signed up one million customers and delivered over R100 million in instant cashback rewards.

From Points to Real-Time Value

For Nokwanda Khumalo, the success comes down to focusing on what consumers really want: benefits they can use immediately.

“We ascribe the success of our loyalty programme, which we launched in partnership with Pick ‘n Pay, to the investment we made into understanding what customers value when it comes to rewards, especially from a fuel company such as bp. says Khumalo.

“Loyalty is no longer about merely offering points to customers. In the last few years, the number of companies offering loyalty programmes has increased, rendering the landscape far more complex and competitive. The programmes that are keeping customers coming back are those that offer instant, real-time benefits to fit their specific lifestyle needs. With loyalty shifting from cards to lifestyles, brands must build a rewards ecosystem that customers can ‘live’ in.”

Her emphasis on “ecosystems” was echoed by the panel, which agreed that loyalty has become a new form of currency. A currency that drives economic empowerment, behavioural change, and long-term trust. The panel comprised of:

• Bridget Dore, Head of Smart Shopper at Pick ‘n Pay, presented on how loyalty is evolving beyond points to partnerships and embedded value, with a focus on retail integration and customer data strategies.

• Precious Nduli. Chief Commercial Officer at Discovery, explained how loyalty has become a tool for behavioural change and economic empowerment. She drew on Discovery Vitality’s model and broader experiential strategies to show how loyalty drives long-term engagement.

• Dharmesh Bhana – Executive: Loyalty & Rewards at Nedbank, talked about the balance between innovation, data privacy and trust in loyalty ecosystems, especially as finance, fintech and fuel sectors converge.

• Amanda Cromhout, founder and CEO of TRUTH, explained the evolution of loyalty and rewards in the context of South Africa and the future outlook.
  

“Loyalty isn’t just about cashback,” said Bridget Dore, Head of Smart Shopper at Pick n Pay, one of BP’s anchor partners. “It’s about real-time value, delivered where it matters most – in everyday life.”

Her perspective cuts to the heart of why the programme works: customers don’t want to wait for rewards to accumulate. They want to feel the benefit immediately, whether it’s saving on fuel today or shaving a few rands off their grocery basket.

Behaviour Change as Currency

Discovery Insure’s Precious Nduli took the discussion further. For her, rewards aren’t just a perk, they’re a lever for behavioural change. Discovery’s Vitality programme has long proven that the right incentives can nudge people towards healthier lifestyles, and the same principle applies in financial services.

“Rewards change behaviour and ultimately improve lives,” Nduli explained. “For many people, rewards are the number one reason they choose a bank. Positioning them well isn’t optional; it’s critical.”

It’s a reminder that loyalty isn’t just transactional. When designed with insight, it shapes daily choices, builds healthier habits, and deepens long-term relationships with brands.

The Data Dilemma: Trust as the Real Reward

Of course, loyalty only works if customers believe their trust won’t be exploited. South Africans know that when they hand over their data, they’re giving brands the keys to their preferences, patterns, and purchasing power. The question is will that data be used responsibly?

bpSA and its partners were clear – data privacy isn’t negotiable. It’s a fine balance: consumers want personalisation, but not at the expense of feeling exposed. The brands that get it right will be those that can use data to add value without eroding privacy.

Dharmesh Bhana, Executive: Loyalty & Rewards at Nedbank, stressed, “Trust is the baseline. If customers don’t feel their data is safe, no amount of rewards will keep them engaged.”

Loyalty That Works for SMEs Too

While cashback and convenience speak to individuals, BP is also extending value to small businesses. Fleet owners can now group multiple vehicles under one BP Rewards account, allowing SMEs to see real money flow back into their pockets. In a climate where every cent counts, that’s not just a perk, it’s a competitive edge.

In the process of refurbishing older bp petrol stations and opening seven new bp petrol stations, with the cost of building a single new service station sitting around R25 million, bpSA’s investment signals confidence in South Africa’s market. It also reflects a commitment to creating infrastructure that benefits both individuals and businesses in tangible ways.

Preparing for the Future: EVs on the Horizon

But bpSA isn’t stopping at fuel. While we are still a predominantly fossil-fuel economy, with most drivers holding onto cars for 10–12 years, the bp is already investing in the hardware and software for EV charging stations.

“When adoption scales in the next three to four years, we’ll be ready,” Khumalo noted. Globally, bp already runs EV networks, and the plan is to integrate that expertise here in a way that ties into the broader loyalty and lifestyle ecosystem.

Towards a Lifestyle Currency

Perhaps the most exciting takeaway is the future vision: BP Rewards evolving into a true lifestyle currency. Today, you can earn cashback on fuel and groceries. The partnership with Nedbank allows you to use those rewards as you see fit – from placing them in your savings, donated to causes, or redeemed for lifestyle experiences.

The panel agreed: cashback is non-negotiable, but the opportunities extend far beyond the pump. Imagine rewards that don’t just reduce your fuel bill but also contribute to your financial wellbeing, entertainment choices, or even your environmental footprint.