TFG AND TLC WORLDWIDE MAKE EVERY SWIPE COUNT
Gamified lifestyle rewards campaign delivers strong customer engagement across South Africa
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Our Sectors
Retail
Client
TFG
Solutions
Engagement Programs, Reward Networks
Location
South Africa
Overview
TFG Limited, commonly known as TFG and formerly The Foschini Group, is one of South Africa’s largest and most influential fashion retail names. Headquartered in Cape Town, the business operates a portfolio of retail brands across more than 3,000 stores. TFG was looking for a way to enhance the shopping experience for regular customers – particularly its core female clientele.
‘Swipe & Win’ was launched – a nationwide gamified rewards campaign designed to turn everyday shopping moments into a fun and engaging experience, giving customers the thrill of winning prizes with a swipe. The campaign rewarded customers simply for swiping their TFG cards in-store, unlocking access to a host of experiences.
The Challenge
Fashion retail is a busy and competitive market – and customer loyalty cannot be taken for granted. While TFG boasts a large and loyal customer base, the brand identified a way to boost engagement and create lasting impressions that would keep enticing customers back in-store.
The challenge was to reward loyalty in a way that felt fresh and aligned with evolving consumer interests.
Why TLC
TFG selected TLC Worldwide based on a trusted partnership spanning more than five years, built on consistent delivery and measurable results. TLC’s ability to combine behavioural insight, creative reward strategy, and seamless execution – not to mention extensive experience of the South African market – made it the ideal partner for a campaign of this scale.
TLC’s access to a broad portfolio of lifestyle rewards – and its proven understanding of what motivates South African consumers – gave TFG confidence that ‘Swipe & Win’ would resonate while delivering real commercial impact.
The TLC Approach
The ‘Swipe & Win’ campaign rewarded customers for simply swiping their TFG cards during qualifying purchases, turning routine shopping moments into opportunities to win exciting prizes. To engage customers and create a sense of anticipation, the campaign was marketed with the promise that ten winners would be selected every 30 minutes.
The total prize pool was substantial, with a share of R80 million allocated across lifestyle rewards, travel, entertainment, and experiential memories. This high-value offering ensured the campaign resonated broadly with customers.
With a combination of gamification, instant gratification, and relevant rewards, TLC successfully drove participation, encouraged repeat visits, and reinforced engagement across TFG’s nationwide retail footprint.
The Results
The Swipe & Win program delivered strong engagement and participation across TFG’s entire retail footprint. Plus, the high volume of redemptions highlighted the campaign’s ability to capture attention and reward loyalty on a vast scale.
26%
Engagement
rate
Hear directly from the client
““Customer feedback reflects a sense of pleasant surprise and unexpected delight.” ”
TFG
Senior Marketing Coordinator
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