by Thinus Ferreira
MultiChoice has revamped its DStv Rewards loyalty programme, updating its MyDStv app and adding a layer of enhanced gamification that the pay-TV operator hopes will drive more subscribers to its app and have them stay and interact longer for the chance to collect coins.
The upgrade to DStv Rewards comes as MultiChoice just passed two million subscribers who have signed up for its loyalty programme.
For people enjoying Fishland or Farmland on TEMU, Wordle on the New York Times app, who play SmartHopper on Pick n Pay's app trying to reach Tilly, or play daily "unlocks" on Vodacom's VodaBucks, it's now possible to visit the upgraded DStv Rewards inside the new MyDStv App to collect coins to spinning a wheel and playing a Memory Vault game.
The newly launched MyDStv App has additional features, including gamification, challenges and a Rewards storefront where points - the currency is DStv coins - can be used to pay for vouchers from Checkers, KFC,Takealot, cellphone airtime, Wimpy, Uber Eats, travel discounts, SweepSouth and Planet Fitness, to competition entries and DStv experiences.
"The DStv Rewards programme was enhanced to create more value
for our loyal subscribers and to drive frequent engagement with our brand," Marc Jury, MultiChoice SA CEO, tells TVwithThinus.
"The
new programme introduces a broader range of rewards, gamification, and the
ability to earn and spend digital coins. More importantly, it gives customers the
choice of how they want to spend their digital coins."
The DStv Rewards programme allows DStv subscribers to join for
free through the MyDStv App, dstv.com, or WhatsApp, and once enrolled they are placed in a DStv Rewards tier. They then receive monthly discounts, rewards, spins on the
Rewards Wheel, and challenges.
"The introduction of gamification was key to raising
awareness of the programme and driving frequent engagement and interaction. Our
goal was to create value and provide more choices for customers in a fun and
enjoyable manner, Marc Jury explains.
"Challenges will include online games, interactive quizzes,
and behaviour-driven tasks, such as paying on time, staying connected, and
updating personal details."
"These challenges will allow customers to earn
digital coins, which can be spent in our store according to their preferences.
This functionality is set to roll out soon and promises to make the rewards
programme more engaging and dynamic."
MultiChoice launched DStv Rewards in September 2020 and has since been recognised as one of the top 25 loyalty programmes in South Africa.
"Our biggest success has been the
response to our unique and exclusive experiences, like Early bird tickets to SA
Rugby matches, access to hospitality
suites at sports events like soccer, rugby, and cricket), as well as access to hospitality
suites at DStv Delicious Events," Marc Jury says.
"There has also been international trips,
including the Rugby World Cup, Premier League matches, cruises, and
special screenings, meet-the-cast
experiences, meet the Springboks
experiences, invitations to special
awards evenings like the SARU awards, and special TV studio visits."
"Additionally, our loyal customers receive monthly rewards,
such as package upgrades, anniversary gifts, Box Office rentals, discounted
vouchers, and access to monthly competitions."
Jury says these rewards will continue to be
part of the DStv Rewards value proposition, with more options being added.
Currently in its 4th year, MultiChoice's DStv Rewards programme
has just reached a membership base of over two million subscribers.
"The programme
is designed to reduce churn and encourage loyalty by rewarding customers for
their tenure, product holdings, and positive behaviour through a tiered
approach," Marc Jury explains.
"DStv Rewards is the only loyalty programme within the paid
TV services industry in South Africa."
"We are one of the 25 most used loyalty
programmes in South Africa and have been voted the most used loyalty programme in the
Leisure category by both economically active and mass-market customers in the
2024 Truth Brand White Paper."
In 2023, DStv Rewards also won an award at the International
Loyalty Awards for the best short-term campaign.
"This is just the start of many more exciting things to come," Marc Jury says.
"We are thrilled to announce our collaboration with Moment, a revolutionary
payment platform by MultiChoice. This partnership will allow us to create a
digital wallet where DStv coins can be redeemed for various goods and services,
further enhancing the value and convenience for our subscribers."
