Clicks
Benefits of Our Transformation
Implementing behaviour-driven marketing with customer segmentation and automated analytics to revitalise the Clicks Clubcard loyalty program.
About Clicks
Clicks is a leading health and beauty retailer in South Africa, well known for its ClubCard loyalty programme, one of the largest in the region. Despite strong brand recognition, the retailer faced increasing competition and a gradual decline in customer engagement. The loyalty programme was no longer delivering the same return, and marketing activities had become broad and undifferentiated. Clicks recognised the need to re-energise its loyalty strategy by using data to better understand customer behaviour and create more personalised, relevant interactions that would drive spend and retention.
Results That
Matter
13% - 54%
Redemption Rate
3%
Lapsed Customers Won Back
Revitalised brand connection
Loyalty Programme Renewal
Behaviour-driven campaigns
Customer Insights
The Opportunity
The company saw a clear opportunity to revitalise its customer engagement approach by applying behavioural analytics to loyalty data. Traditional campaigns were focused on reach, but not resonance — meaning they failed to inspire repeat purchases or sustained loyalty. Clicks wanted to test whether a data-driven, segmented approach could strengthen customer relationships, protect margins, and deliver a measurable commercial uplift before rolling out a full-scale CRM transformation.
Solutions Delivered
Beyond worked with Clicks to design and deliver a data-led CRM pilot that could prove business impact at speed and scale.
- Behavioural Segmentation: Using 12 months of transaction data, Beyond developed a segmentation model that grouped customers based on purchasing habits, visit frequency, and category loyalty.
Automated Analytics Integration: These insights were embedded directly into Clicks’ CRM system, allowing real-time targeting and automated campaign personalisation.
Test-and-Learn Framework: A structured testing process was introduced to evaluate campaign performance across segments, ensuring that every marketing decision was backed by evidence.
Performance Tracking: Campaigns were monitored continuously, measuring redemption rates, reactivation of lapsed customers, and incremental sales to build a robust commercial case.
Results & Impact
The pilot delivered strong, measurable outcomes. Campaign redemption rates ranged between 13% and 54%, while around 3% of lapsed customers were successfully reactivated. The improved targeting boosted customer engagement and created a foundation for sustainable loyalty growth. The results provided compelling evidence for a wider CRM rollout, demonstrating that data-driven personalisation could enhance profitability even in a price-sensitive market.
Lesson Learned
Clicks’ experience underlines the importance of starting small, testing rigorously, and scaling with evidence. Behavioural segmentation proved that loyalty can be rebuilt when customers feel recognised and understood. By grounding its marketing strategy in data and behavioural insight, Clicks showed that personalisation isn’t just a technology investment — it’s a mindset shift that delivers tangible commercial and customer benefits alike.
Beyond helped us truly understand our customers, not just through data, but through behaviour. Their insights gave us the confidence to redesign our loyalty programme and marketing strategy, which has already improved engagement and retention. The combination of analytical rigour and commercial understanding made the partnership invaluable.
Marketing Director, Clicks
