The African Loyalty Awards have been created to honour excellence and innovation in the loyalty industry, showcasing outstanding talent and reflecting the dynamic evolution of customer loyalty, CRM, consumer behaviour, data insights, and engagement strategies.

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The African Loyalty Awards set the benchmark for excellence—measured against global standards and judged by a panel of respected local and international Loyalty and CRM experts.

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​2027  marks the second year of the African Loyalty Awards,  celebrating loyalty leadership across the continent. In 2027, 'best programme' categories will be tiered by membership size to encourage emerging-market entries.​

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The Awards are proudly hosted by Truth, a global loyalty consultancy with deep African roots, and brought to Africa in collaboration with the African Loyalty Association. With extensive experience designing award-winning loyalty strategies and experiences worldwide, Truth brings over 50 years of combined loyalty expertise to support and strengthen the African Loyalty Association.