Customer Insights & Loyalty Analyst

Purpose of the Role

The Loyalty & Customer Insights Analyst supports the Rewards programme by analysing customer and transactional data to generate insights that improve customer retention, engagement, and programme effectiveness. The role builds and maintains dashboards and reports, translates analytics into actionable strategies, and collaborates with multiple teams to enable data-driven decision-making across Cape Union Mart, Poetry, and Old Khaki.

Key Responsibilities:

1. Data Collection & Analysis

• Extract, clean, and analyse large volumes of customer and sales data from multiple sources to identify trends, patterns, and correlations in customer behaviour and loyalty.
• Support ongoing measurement of key loyalty metrics such as repeat purchase, churn, and customer lifetime value.
• Ensure data integrity, governance, and POPIA compliance across all datasets.

2. Reporting & Visualisation

• Develop and maintain Power BI / Oracle Retail Insights dashboards and SQL-driven reports that track programme and customer performance.
• Present KPIs and trends to business stakeholders in a clear, visual, and actionable format.
• Continuously improve dashboard automation and accuracy in partnership with the BI team.

3. Insights & Recommendations

• Translate complex analytical findings into simple, commercially relevant insights.
• Highlight key drivers of loyalty, retention, and customer value; recommend actions to improve performance.
• Support ongoing measurement of key customer and loyalty metrics including active customers, frequency, retention, churn, reactivation, customer lifetime value, loyalty sales mix, redemption behaviour and tier migration.

4. Segmentation & Personalisation

• Assist with developing and maintaining customer segmentation frameworks.
• Support personalised communication strategies through data-driven targeting and audience selection.
• Work with Marketing and CRM teams to refine engagement and reward mechanics.

5. Collaboration & Stakeholder Support

• Partner with cross-functional teams (Marketing, Finance, BI, and Operations) to deliver consistent loyalty reporting and insight.
• Provide ad hoc analyses to support business reviews, campaign proposals, and programme enhancements.
• Evaluate ROI and commercial effectiveness of loyalty campaigns, promotions and partner initiatives.
• Communicate findings clearly to both technical and non-technical audiences.

6. Customer Strategy & Test-and-Learn

• Support a culture of experimentation through campaign measurement, A/B testing and control group analysis.
• Develop business cases and quantify the impact of proposed loyalty initiatives, offers and programme changes.
• Identify opportunities to improve customer frequency, retention, spend and profitability.

Support customer lifecycle analysis including acquisition, activation, reactivation and churn prevention strategies.

Qualifications & Experience:

• Bachelor’s degree in Data Analytics, Statistics, Business Science (Information Systems), Mathematics, Economics, or a related field.
• 2 – 4 years’ experience in data analysis, business intelligence, or CRM analytics (preferably within retail, financial services or loyalty programme environment).

Skills:

• Advanced SQL skills and experience with relational databases.

Experience with data visualisation tools (Power BI, Tableau, or QlikView).

• Exceptional analytical and problem-solving ability.
• Sound business acumen with understanding of financial and marketing analysis.
• Ability to build simple financial models to support loyalty and promotional business cases.
• Strong written and verbal communication skills; able to present findings to senior executives and cross-functional teams.
• High degree of interpersonal confidence and professionalism.

Attributes & Behaviours:

• Strong analytical skills with acute attention to detail.
• Willingness to interrogate and question data and processes.
• Ability to comprehend and apply technical, abstract and complex information.
• Creative thinker with a problem-solving mindset and continuous-improvement approach.
• Excellent organisation and time-management skills; able to work under pressure and meet deadlines.
• Self-motivated and able to work independently while collaborating effectively across teams.
• Commercially astute with the ability to link data to financial and strategic outcomes.
• Comfortable interfacing with multiple management levels and business areas.

Competencies:

• Analytical & Critical Thinking
• Data Interpretation & Insight Generation
• Commercial & Financial Acumen
• Communication & Influence
• Planning & Organisation
• Stakeholder Engagement & Collaboration
• Learning & Innovation

Please note: The Cape Union Mart Group is committed to transformation. Appointments and promotions will be made based on candidates who best meet the requirements for the position. Preference will be given to candidates who will enhance the diversity of the team, aligned to our Employment Equity plan.