Really Disappointed Loyal customer

i have been a customer with CELLC from the beginning. Have had multiple sims and contracts. Recently took out a 100GB databundle, and the following month it was R400 cheaper. I went to the store to see how they can assist me but was told there is nothing they can do. The reason I write here, is that if loyalty is not returned then why is there a need for it. next year this time, my contracts and this bundle will expire, and I have no reason to continue to support CELLC. This was really disappointing to me as a customer. Family contracts will also have to be migrated in future.