Evolving from the long-running WRewards, which the brand ran for more than 20 years, MyDifference reflects a strategic rethink of loyalty at Woolworths. It aims to combine digital innovation, data-driven personalisation and purpose-led giving into a single platform that delivers enhanced value for customers while supporting sustainable business growth, says the company.

The programme aims to reinforce Woolworths' customer-first philosophy, using customer insight to shape more relevant rewards and experiences, adds the company.

At the heart of MyDifference is the aim to create a more unified and accurate customer profile, bringing together data from WRewards, MySchool, Woolworths Online and, where relevant, Woolworths Financial Services. This aims to mark an important step in addressing challenges associated with legacy profiles, giving customers greater visibility and control over their details via the Woolworths app, while laying the foundation for stronger, more trusted customer relationships over time, says the company.

"MyDifference allows us to tap into the depth of insight within our customer base and turn that understanding into real value," says Charlene van Zyl, Customer and Loyalty Director at Woolworths. "By listening more closely to our customers, we're able to build stronger relationships and deliver rewards and experiences that are genuinely aligned to their needs and preferences."

Loyalty Reimagined

MyDifference aims to bring together the strongest elements of WRewards and MySchool My Village My Planet into one unified loyalty ecosystem, allowing customers to earn more while continuing to support causes that matter to them, says the company.

A defining feature of the programme is its emphasis on transparency and visibility, particularly around giving. Through the enhanced Give Back feature, customers can clearly see how their everyday shopping contributes to the schools and organisations they support, adds the company.

"While MySchool enables substantial annual giving, customers haven't always been able to see the results of their support," says van Zyl. "MyDifference addresses this by providing ongoing visibility into contributions, helping to build trust and reinforce the value created through everyday shopping."

New features, Greater Value

Designed around simplicity, engagement and relevance, MyDifference aims to offer customers more ways to benefit every time they shop, says the company.

According to Woolworths, key features include:

  • more games and more guaranteed rewards through the enhanced Play and Win feature, now easier to access via the Woolworths app
  • personalised goals and rewards, tailored to individual shopping behaviours
  • a simplified loyalty dashboard, offering instant visibility of rewards, benefits and spend
  • monthly donation tracking, highlighting the collective impact of customer swipes or scans
  • cashback rewards, won through Play and Win games and loaded directly to the app for use in-store or online, and
  • exclusive, personalised vouchers, which can be applied at checkout.

Together, these features aim to create a loyalty experience that is more rewarding and distinctly personal, says the company.

Digital at the Centre

Digital engagement underpins the MyDifference model, with the Woolworths app acting as the main channel through which customers interact with the programme. This approach aims to enable easier access to rewards, clearer visibility of benefits and greater convenience across shopping journeys, says the company.

The shift towards a predominantly digital format supports Woolworths' sustainability objectives. Customers without access to smartphones can still request a physical card but app usage is encouraged as the most efficient and environmentally responsible option, adds the company.

Unlocking Growth Through Insight

Beyond customer rewards, MyDifference plays a central role in Woolworths' long-term growth strategy by enabling more agile, data-led decision-making, says the company.

"MyDifference allows us to understand our customers at a much deeper level and respond faster to their needs," says van Zyl. "Over the past year, we've implemented a personalisation engine that has already significantly increased engagement by making offers more relevant and better timed."

Backed by a loyalty base of over 3.4-million active members, Woolworths believes it has a strong foundation from which to expand MyDifference and accelerate the delivery of more individually relevant customer experiences, adds the company.

"MyDifference has been built around our customers and how they want to engage with us. By combining scale, insight and purpose, the programme allows us to create more relevant value today while creating a more resilient business for the long term," concludes van Zyl.

For more information, visit www.woolworths.co.za. You can also follow Woolworths on Facebook, X, Instagram, or on TikTok.

*Image courtesy of contributor