The Zambia Chamber of Commerce and Industry (ZACCI) has hailed the launch of Puma PRIS, Zambia’s first fully integrated, multi-tier digital fuel loyalty programme, describing it as a landmark private sector innovation that is set to redefine customer value while accelerating the country’s digital transformation agenda.

The new platform, launched by Puma Energy Zambia in Lusaka on Wednesday, introduces a rewards ecosystem that allows motorists to earn points every time they purchase fuel, lubricants and eligible products at Puma Energy service stations before redeeming those points for fuel discounts, groceries, meals, airtime and other partner offers.

Unlike conventional paper-based loyalty cards, the PRIS mobile application provides customers with instant point updates, spending insights and a seamless digital experience.

Speaking during the official launch, ZACCI President Anthony Kabaghe said the initiative represents far more than another customer rewards programme.

He said the platform demonstrates how innovation and digital technology can transform the relationship between businesses and consumers while improving service delivery and contributing to Zambia’s economic growth.

Kabaghe noted that as government advances its Digital Transformation Agenda, the responsibility now rests with the private sector to invest in technologies that improve competitiveness and create tangible value for consumers.

He commended Puma Energy for responding to changing customer expectations, where motorists increasingly demand convenience, seamless digital services and greater value beyond simply purchasing fuel.

He further observed that the petroleum retail sector remains a critical pillar of Zambia’s economy, facilitating trade, mobility and commerce, adding that innovations such as PRIS strengthen national objectives around digital inclusion, financial innovation and increased participation in the formal economy.

The launch introduces a new incentive model in Zambia’s retail fuel market by rewarding customers almost immediately after every eligible transaction.

Rather than waiting months to accumulate meaningful benefits, motorists can watch their points appear instantly in the application and redeem them across a growing network of Puma stations and partner businesses, creating a stronger value proposition every time they refuel or shop.

Customers can also track their fuel expenditure, transaction history and consumption patterns, providing them with greater visibility over their spending while enabling more personalised offers in the future.

Puma Energy Zambia Managing Director Zwelithini Mlotshwa dubbed the launch as the beginning of a new era in customer engagement.

He said the company was not entering the loyalty space as a newcomer but was building on an already established reputation for convenience, reliability and innovation.

He noted that the PRIS platform already serves more than 1.5 million subscribers across Africa and Latin America, with Zambia now joining that growing digital ecosystem.

According to Mlotshwa, the programme transforms every fuel purchase into a rewarding journey, ensuring customers begin experiencing value almost immediately through deliberately low qualification thresholds.

He said the objective is simple: every customer should feel appreciated every time they choose Puma Energy.

Beyond rewarding motorists, Mlotshwa said the programme represents a wider investment in Zambia’s digital economy by bringing together financial institutions, telecommunications providers, food retailers and technology partners onto one integrated platform.

He said such partnerships strengthen the country’s technology ecosystem while modernising how retail services are delivered.

“When partners collaborate, customers feel it. When service improves, customers notice. And when systems work together, Zambia benefits,” he said.

The application is currently available on Android and iOS devices and has already been rolled out at 72 of Puma Energy Zambia’s 76 service stations, with nationwide coverage expected as implementation is completed.

Customers earn points on virtually every qualifying purchase, including fuel, lubricants and convenience store products, before redeeming them for future purchases across Puma’s expanding partner network.

For consumers, the innovation introduces something previously unavailable in Zambia’s fuel retail industry – a digital loyalty ecosystem where routine spending generates immediate and measurable rewards.

For the broader market, industry observers say the programme could raise competition by encouraging retailers to compete not only on fuel prices and service quality but also on the value they return to customers through technology-driven loyalty solutions.

Congratulating Puma Energy, Kabaghe said the company’s continued investment demonstrates confidence in Zambia’s future and showcases the critical role the private sector can play in driving sustainable economic growth through innovation.

He encouraged Zambians to download the PRIS application and support businesses investing in technologies that are helping shape the country’s digital future.