The 2012 Times Sowetan Retail Awards, held last week in Sandton, once again delivered valuable insights about consumer spending in South Africa. The most popular stores across 24 retail categories were awarded, based on the scores received from an extensive consumer survey conducted by TNS. The results reveal where South Africans have chosen to buy their everyday, as well as luxury items over a 12 month period. A significant shift towards purchasing from wholesale retailers was evident.
“Companies work hard to provide the best experience to their customers and this type of research allows us, Times Media Group, to deliver significant and unique value-add to the retail industry, guiding businesses in becoming more effective,” says Trevor Ormerod, GM advertising sales & strategic communications of Times Media Group.
Now in its fifth year, the survey commissioned by the The Times and Sowetan newspapers serves as a vital barometer of consumer sentiment for retailers. “The last three years have seen a strong growth for wholesalers, with scores suggesting that these places have transformed the perceptions people have of them,” says Neil Higgs, head of Innovation at TNS. “People are more aware of value, and are now more likely to change their retailer than before if that retailer does not perform – it is a tougher environment out there.”
TNS surveyed 3 000 people in metropolitan, and 500 in non-metropolitan regions across South Africa to paint a representative view of opinions and choices. The survey evaluated overall brand familiarity, user experience, non-user perception, and actual presence in the South African market. The combined results of these aspects delivered the winning retailers.
Shoprite once again received the Grand Prix award as South Africa’s top retailer, followed closely by Pick ‘n Pay and Clicks in second and third spots respectively. New entries into the prestigious list of top ten retailers include Totalsports (5), Makro (8) and Game (10). Both Makro and Game have grown in popularity because of the product variety they offer, combined with the cost-saving benefits offered to consumers during what has been a tough economic period.
The 2012 winners (retail category in brackets) are:
Tops@Spar (Liquor stores), Makro (Wholesalers), Shoprite (Supermarkets), Sterns (Jewellery), Edgars (Women & Men’s clothing), Spitz (Shoes), Woolworths (Children & baby clothing), Totalsports (Specialist & Outdoor), Clicks (Health & Beauty), Mr Price (Home accessory & decor), Geen & Richards (Furniture), Cashbuild (Hardware & building), Tiger Wheel & Tyre (Tyres & auto fitment centres), Vodacom Shop (Telecomms stores). Game, came out tops in three categories: Electronic, computer & gadget stores, Entertainment stores, and Household appliance stores.
The Gateway Theatre of Shopping in KZN claimed first place as South Africa’s top-rated shopping mall, with Maponya Mall in Soweto retaining second place.
Check out our Pinterest board on media infographics to see the results visually.
