Companies must adapt by using their data intelligence in order to motivate customer behaviour and loyalty.

The retail market has become so competitive that loyalty and reward programmes are widespread and are adapted to suit current market conditions, says Frik van der Westhuizen, marketing director at LoyaltyPlus.

Loyalty or rewards programmes are a major revenue generator in the hospitality industry, says Frik van der Westhuizen, marketing director at LoyaltyPlus.

Linking the loyalty programme to the cloud is fast gaining popularity in today's e-commerce and online retail dominated environment, the company says.

Businesses should automate systems that deal with client account issues, and take a proactive approach to customer service, says Frik van der Westhuizen, Marketing Director at LoyaltyPlus.

Businesses will benefit from next-generation technology by exploiting the application of game mechanics and driving up loyalty, says LoyaltyPlus.

LoyaltyPlus first developed AgriBonus in 1998, and it now has 45 000 commercial farmers and 60 000 part-time, generating its income primarily from third-party partners.