South Africa, Feb. 4 -- They're misaligned with how customers live and shop and pay, particularly in mobile-first markets like South Africa and the broader African region.

A region that is anticipating growth of 18.1% over and that craves the ingenuity and value brought by mobile-driven rewards, gamification incentives, cashbacks and deeper financial inclusion.

When loyalty becomes a liability

Loyalty remains a key driver of customer engagement, but the traditional machinery that drives it no longer makes sense. Retailers are often left carrying the weight of contingent liabilities for points that may never be redeemed, while customers are still trying to manage physical cards.

Traditional programmes are often fragmented, and many ove...