Pick n Pay Mobile Unveils Next‑Gen App: eSIM & Loyalty Boost
South African retail giant Pick n Pay has officially launched its enhanced Pick n Pay Mobile app, bringing a fully digital mobile experience to customers. The new version includes instant eSIM activation, full self-RICA onboarding, build-your-own mobile plans, and powerful integration with the Smart Shopper loyalty program.
The move marks a strategic upgrade in Pick n Pay’s mobile virtual network operator (MVNO) business as it aims to combine connectivity with value-rich retail experiences.
Instant eSIM & Full Digital Onboarding
With eSIM technology gaining ground globally, Pick n Pay Mobile now offers instant eSIM activation directly through the app. Customers with compatible smartphones can now:
- Activate service in minutes without visiting a store
- Complete self-RICA (SIM registration) via the app using an ID scan, selfie, and proof of address upload
- Enjoy a paperless, friction-free experience from sign-up to usage
This positions Pick n Pay among the most advanced MVNOs in the South African market.
Build-Your-Own Plan: Total Control
The new app introduces customizable mobile plans, empowering users to select the exact amount of data, minutes, and SMS bundles they need—on a flexible monthly basis. Plans auto-renew unless canceled, allowing for ongoing convenience without locking users into long-term commitments.
Top-ups and balance checks are all handled seamlessly within the app.
Loyalty Perks Through Smart Shopper
Pick n Pay has cleverly linked its mobile offering with the popular Smart Shopper loyalty scheme:
- Earn 1 MB of bonus data for every R1 spent in Pick n Pay stores (with a minimum R20 top-up)
- Unlock 5% cashback on mobile spend after 6 consecutive months of app usage
- Increase to 10% cashback after 9 months, further rewarding loyal customers
This integration is designed to deepen customer engagement across both the retail and mobile ecosystems.
Digital Convenience Meets Retail Power
- Built in partnership with telecom platform provider Huge NXTGN, the revamped service is designed for today’s mobile-first consumer. In addition to mobile connectivity, users can:
- Link multiple bank cards
- Recharge data and airtime on the go
- Monitor usage in real-time
- Manage up to five mobile numbers through one app account
The rollout comes at a time when other retail MVNOs like Boxercom, Spar Mobile, and Shoprite K’nect are actively competing for market share. Pick n Pay Mobile differentiates itself by offering a more tech-forward, loyalty-integrated experience.
At a Glance
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Feature Description eSIM & Self-RICA Activate instantly with no need for a physical SIM or store visit Custom Plan Builder Mix and match data, voice, and SMS bundles Smart Shopper Bonus Earn 1MB per R1 spent at Pick n Pay stores Cashback Loyalty Tiers 5% after 6 months, 10% after 9 months In-App Management Track usage, top-up, manage accounts, and link payment cards
Final Word
Pick n Pay Mobile’s app relaunch isn’t just an overdue digital facelift—it’s a strategic alignment with broader global MVNO trends and South Africa’s accelerating shift toward digital-first, loyalty-driven telecom services. By integrating eSIM onboarding, app-based self-RICA, and meaningful Smart Shopper rewards, Pick n Pay has positioned itself to compete not only with traditional MNOs, but also with other retail MVNOs like Shoprite K’nect Mobile, Boxercom, and Spar Mobile.
However, while its competitors have largely focused on price-sensitive users and basic SIM distribution, Pick n Pay Mobile has leaned into convenience and customer data enrichment—two factors that are increasingly central to long-term MVNO viability, according to GSMA Intelligence and Juniper Research.
The launch reflects a broader industry pivot: as voice revenues decline, MVNOs are transforming into loyalty engines and data platforms. eSIM, which ABI Research forecasts will be active in 6.7 billion consumer devices by 2028, plays a vital role in this transition—lowering costs, removing physical logistics, and enabling frictionless customer acquisition.
Pick n Pay’s app is also notably ahead in one key area: vertical integration of loyalty and telecom, a model already proven successful by Tesco Mobile in the UK and CoopVoce in Italy. These brands have shown that when mobile services are embedded within larger retail ecosystems, customer retention and cross-channel value creation improve dramatically.
Whether Pick n Pay Mobile can scale this model across its national footprint—and respond agilely to rising digital expectations—remains to be seen. But from a strategic standpoint, this launch sends a clear signal: the future of mobile in South Africa is app-based, loyalty-led, and powered by eSIM.
