The Polish tech company Sparta Loyalty, specializing in loyalty programs and gift card solutions, has signed and executed its first contract in the African market. By establishing a strategic partnership with PNA in South Africa, the company has taken a significant step in expanding to a new continent. “We are already in talks with other companies—not only in South Africa but also other African countries. It’s a very receptive and promising market,” says Tomasz Wawrzynów, CEO of Sparta Loyalty.
The agreement with PNA represents a key milestone in the company’s global development strategy.
“Entering the African market and collaborating with PNA is a very important moment for Sparta Loyalty’s growth,” comments Tomasz Wawrzynów, CEO of Sparta Loyalty. – “Africa is a receptive and promising market with increasing demand for advanced loyalty solutions. Companies there are looking for proven technologies to strengthen customer relationships and build lasting competitive advantages. That’s why they are eager to adopt European technologies. We are already engaged in advanced business discussions with other firms across various African countries.”
As part of the partnership, Sparta Loyalty implemented a comprehensive loyalty program and gift card system for PNA. The loyalty program market in South Africa is rapidly growing and shows significant potential for expansion. Consumers increasingly expect recognition for their regular purchases, while brands see the need to build long-term relationships with customers.
According to the Truth Loyalty Whitepaper report, 76% of South Africans use loyalty programs. The most developed systems are found in retail, fuel, and banking sectors, though an increasing number of companies from education, hobby, and health industries are introducing their own loyalty solutions.
The demand for modern digital loyalty systems in South Africa is rising alongside the popularity of mobile payments and e-commerce. Customers expect personalized offers, easy access to rewards, and simple operational mechanisms. Companies seek scalable solutions that allow them to effectively manage customer relationships, analyze data, and respond to changing market needs.
“Implementing modern systems that build customer loyalty and strengthen brand attachment translates into greater consumer satisfaction and higher shopping baskets. Additionally, loyalty management systems provide companies with valuable data that enables more effective marketing campaigns. Gift cards help attract new customers and increase brand awareness in the market,” summarizes Tomasz Wawrzynów.
About Sparta Loyalty
Sparta Loyalty provides solutions supporting the management and operation of loyalty programs based on its proprietary Sparta Loyalty Platform, as well as the Sparta Gift Card system for handling gift cards in both physical stores and online shops. Companies using its solutions for loyalty programs, coupon systems, gift cards, marketing activities, and promotions include InPost, Empik, New Balance, Gatta, SPAR, Taranko, Briju, Moya, MOL, AVIA, and Szachownica.
About PNA
PNA is a leading retail chain in South Africa offering a wide range of products for students, professionals, hobbyists, and families. It specializes in stationery, art supplies, and educational books. Currently, it operates over 130 stores across the country and in neighbouring countries such as Namibia.
