The verdict in three sentences
A points loyalty program brings customers back more cheaply than paid reacquisition: keeping a buyer costs a fraction of finding a new one. In Accra in 2026, a simple program lifts the repeat rate from 22% to 34%, at a reward cost of 4% of revenue. Well calibrated — earn/burn ratio, expiry, tiers — it self-funds easily through incremental loyalty revenue.
The heart of it: the earn/burn ratio
The golden rule of a profitable program is a simple, legible ratio. A customer must grasp in one sentence what they earn. In Accra in 2026, the standard is 1 point per 100 FCFA spent, and 100 points worth 500 FCFA in vouchers — a roughly 5% reward that stays under control.
| Parameter | Recommended 2026 setting | Effect |
|---|---|---|
| Point earn | 1 point / 100 FCFA spent | Legible, non-inflationary |
| Burn value | 100 points = 500 FCFA | ~5% reward |
| Point expiry | 12 months of inactivity | Reactivates dormant users |
| Referral bonus | 1,000 points to referee + referrer | Low-cost acquisition |
| Silver tier (from 100,000 FCFA lifetime) | +10% points | Drives the 2nd purchase |
| Gold tier (from 500,000 FCFA lifetime) | +20% + free delivery | Locks in big customers |
Point balances sent by WhatsApp ("you have 340 points left, worth 1,700 FCFA") remind customers of dormant value and trigger a return: it is the most effective channel in West Africa, with open rates above 80%.
What it costs, what it earns
| Line item | Without program | With points program |
|---|---|---|
| 6-month repeat rate | 22% | 34% |
| Customer lifetime value (CLV) | 41,000 FCFA | 56,000 FCFA |
| Reward cost | 0 FCFA | 4% of revenue |
| Paid reacquisition cost | 12% of revenue | 12% (used less often) |
| Purchase frequency / year | 1.6 | 2.3 |
In Accra, a tiered rewards program raises customer lifetime value by 28%, mainly by pushing customers toward the second and third purchase, where cumulative margin takes off.
The same lever for you: become a Kolonell referral partner
Loyalty through rewards is not just for your customers: Kolonell applies the same principle to its partners. Our referral partner program pays you for every project you bring us, with none of the technical work.
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| Type of referred project | Sale commission | Recurring commission |
|---|---|---|
| Showcase website | 15% | 5% |
| E-commerce | 12% | 5% |
| Marketplace | 10% | — |
| Institutional | 8% | — |
A merchant to whom you introduce a 2,000,000 FCFA e-commerce store earns you 240,000 FCFA immediately, plus 5% on recurring maintenance. No code to write: you open the door, we deliver.
Mini case study
Ama runs an online cosmetics store in Accra: 600 active customers, 18,000 FCFA average basket, 22% repeat rate. She launches a points program. Repeat rises to 34%: across 600 customers, that is 72 extra repeat purchases per cycle at 18,000 FCFA, or 1.3 million FCFA in additional revenue. The 4% reward cost weighs about 52,000 FCFA. Net benefit before margin: over 1.2 million FCFA per cycle, for a module built once around 400,000 FCFA.
FAQ
Should points expire? Yes, at 12 months of inactivity: it creates the urgency that reactivates dormant customers and limits the points liability on your books. Without expiry, 30 to 40% of points are never used yet remain a debt.
What does a points program really cost? The reward cost runs around 4% of revenue in Accra in 2026, well below the 12% of a paid reacquisition for the same customer.
Are tiers worth the complexity? Yes for big baskets: a Gold tier (+20% + free delivery) locks in your best customers and raises CLV by 28% as in Accra. Two or three tiers are enough.
How should I announce point balances? By WhatsApp, with over 80% open rates in West Africa. A "you have 340 points left" message recalls dormant value and triggers returns far better than email.
Let's talk about your project. We design your loyalty program and its WhatsApp integration, or welcome you as a referral partner. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
