Rewarding positive behaviour with over 10 billion Ðiscovery Miles in 2024
Discovery, today, released a paper on the value Vitality members get from Ðiscovery Miles, the currency used to give clients rewards for positive behaviours across the integrated Health, Drive and Money behaviour-change platforms.
Highlights from the research:
- In 2024 alone, Discovery Vitality members are expected to earn more than Ð10 billion (Ð: Ðiscovery Miles) with a redemption value of R1,0 to R1,4 billion. The additional discounts when members make purchases with ?iscovery Miles, make the rewards currency more valuable than cash.
- Members earn Ðiscovery Miles from millions of:
- Healthy food items purchased
- Workouts
- Kilometres driven
- Weekly exercise, drive and financial goals
- In an average month, Vitality members spend Ðiscovery Miles worth over R36 million on in-store and online purchases at the 40 retail partners, spend over R7 million in Ðiscovery Miles on prepaid and digital vouchers, buy 90,000 coffees, smoothies and hot drinks with Ðiscovery Miles and make 8,500 donations of Ðiscovery Miles to charities.
- Over a year, this equates to Vitality members redeeming billions of Ðiscovery Miles to fund over 1 million coffees and smoothies, over 100,000 donations to charity initiatives, and over 1 million local and international flights.
- Discovery Bank opened its virtual doors through the Discovery Bank app in 2019 and, since January 2020, banking clients have earned more than Ð31 billion.
Dinesh Govender, CEO of Discovery Vitality, says, “The evolution of Vitality rewards, shifting from cash-back to rewarding members for healthy behaviours in Ðiscovery Miles, has given us the opportunity to fully leverage the power of our rewards ecosystems, Vitality partner network and Discovery Bank to supercharge the value members derive from Ðiscovery Miles.
“Members currently benefit from popular Vitality Travel savings, discounted spend at over 40 in-store and online retail partners, and unique savings on Miles Ð-Day (the 15th of every month). We are now also introducing new deals in the Discovery app, which can be redeemed every week on #RewardsWednesday with rewards for up to half the price over 24 hours. This will include discounted voucher deals in the Vitality Mall that members can enjoy each #RewardsWednesday,” Govender added.
Discovery’s shared-value approach shows that incentivising Vitality members for improving their health, driving and money behaviours correlates directly with increased rewards. Unlike traditional rewards programmes, which focus mostly on product uptake and brand loyalty, Discovery incentivises positive behavioural changes that improve overall wellbeing.
Within each of the three Vitality programmes (Health, Drive and Money), members are given a status of Blue, Bronze, Silver, Gold or Diamond. Each status shows how well members manage key behavioural risks that influence their physical and financial health, and driving habits. This tiered status system not only tracks progress, but also motivates members to sustain and improve behaviours across the programmes. The integrated design of the Vitality programmes leads to greater benefits, with members earning more ?iscovery Miles when taking part in multiple behaviour-change initiatives.
Hylton Kallner, CEO of Discovery Bank, says, “Ðiscovery Miles is one way we drive engagement in and reward our clients for these positive decisions. This is why the integration of Discovery Bank with the behaviour-change platforms, makes it possible for clients to earn even more Ðiscovery Miles for multiple behaviour-change initiatives. As a Bank, we can create meaningful engagements linked to the rewards currency that gives our clients the ability to get more value than they would with cash.”
Read the Ðiscovery Miles paper for case studies on how they are more valuable than cash.
