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Acentric Online Retail Brands Report – South Africa 2013

Overview

The Acentric Online Retail Brands Report 2013, offers 154 pages of detailed insights into the current and future state of the online-retail brand landscape in South Africa. It is of special relevance to decision makers responsible for marketing and brand management, providing a broad range of measures specifically related to brand performance and positioning that provide essential input into marketing strategy.In order to ensure data integrity, the study avoided supply-side interviews (i.e. retailers) and instead focused on consumer interviews (consumers who had made at least one online purchase in 2012). In total, 59 brands and 28 product categories were covered. The survey was conducted using an ISO 20252 certified panel managed by CINT AB Sweden and Acentric Marketing Research. The survey was conducted in January 2013 amongst 207 respondents and provides measures for the 2012 period. As is best practice, post-weighting was applied to improve representation in terms of demographics.Who would benefit from this report?New store owners, those contemplating setting-up an online store, brand managers, marketing managers and advertising agencies.

Why buy this report?


Value for money – obtain insights at a fraction of the cost of commisioning your own study.
Solid data to make the right brand positioning and promotion decisions – whether you are launching a new store or you already have one.
Decide which of the three needs segments to target.
Measure performance relative to competitors. Discover the weaknesses consumers perceive, not those you imagine.
Measure absolute positioning on key attributes, to provide benchmarks for advertising campaigns.
You’ve got limited budget. Discover the hot buttons (attributes) to press to promote your brand: Should you push trendiness or should you push friendly service etc.?
Discover which attributes brands are poorly differentiated on – identify opportunities to differentiate your brand.
Are you wasting your time? Identify key contributors to brand equity for each brand; the areas a brand performs well in, are not necessarily the same as the key contributors to brand equity.
Who are the real threats? Identify who consumers see as the closest substitutes for each brand.
Includes behavioural and spend data on product/service categories ignored by many other reports, such as apps/ringtones, hotel/vacation and entertainment.
Its a new world. Understand the demographics of online shoppers, and how they differ by needs segment.

Measures include:


Demographics
Adoption of online shopping – per year
Product category penetration
Penetration potential by product category
Category purchase-occasion frequency
Estimated market Size
Product category revenue share
Brand awareness, trial, penetration and purchase occasion frequency
Approximate retail-brand market share
Drivers of store preference
Need segments, description and differences
Sources of retailer awareness
Social media and brand awareness
Access, payment mechanisms and online purchase drivers
Online-purchase drivers
Christmas gift purchases
Brand positioning charts – relative
Brand positioning charts – absolute
Strengths and weaknesses of each brand
Attribute differentiation
Substitute brands
Brand equity: ABM Score
The sources of each brand’s equity – contribution charts
Appendix: Retailer product grid
Appendix: Definitions

Product categories include:


Airline tickets
Apps or ringtones
Audio entertainment devices (e.g. iPod, Hi-Fi)
Books (paper)
Books (electronic – i.e. eBooks)
Camping/hiking products
Car purchase
Car rental
Cell phones/smartphones
Clothing/shoes/fashion accessories
CDs
Computer – PC/laptop
Computer peripheral
Cosmetics
DVDs
Electronic goods not listed elsewhere
Entertainment (e.g. tickets to shows, DVD rentals)
E-reader (e.g. Kindle)
Flowers/flower accessories
Furniture – indoors and garden furniture
Groceries
Homeware (excl. kitchen)
Hotels/vacation packages
Kitchenware
Software for a laptop/PC
Sporting goods
Tablet (e.g. iPad)
TV or projector
Other





In total 59 brands were measured. These include:

Align247
Amazon
Arcadia
Barnes & Noble
Bfore
Bid or Buy
Bigvalue Depot
Boots
BrainBug
Buy247
CaCELL.co.za
Cafepress
Checkers online
CNA online
Crown Imports
Cum
EASi
Etsy
Excellular
Galoot
Gumtree
Herbalife
HMV.co.uk
Homechoice
iGear
Interflora
Kalahari
Laptop.co.za
Lokisa
Loot
Lulu
Dion
eBay
eShopper
Olx.com
O2 Store
Makro
Mweb mall
Netflorist
Nivo interactive shopping
Perkal
Pick n Pay online
Playstation
Richmart
Rocket Shop
Sainsbury
Sammy Dress
SFI Market.
Shopdirect
Simplicity online
Sybaritic
Take 2*
Takealot*
The Online PC Store
Think Geek
Verimark
Woolworths online
Zando
Zazzy

Updates

A newer 2020 report is available to purchase in the report store.

*Brands in bold receive additional detailed analysis, and are included in the following sections listed in the table of contents: Brand positioning charts – relative, Brand positioning charts – absolute, Strengths and weaknesses of each brand, Attribute differentiation, Substitute brands. The brands not in bold are excluded from these sections – however they do receive coverage in all the other sections.

DISCLAIMER:
Acentric Marketing Research CC makes no representation of warranty of any kind regarding the quality, accuracy or completeness of the information contained in this report. Acentric Marketing Research CC, its members, employees and partners accept no liability whatsoever for losses or damages – whether direct or consequential – resulting from errors, inaccuracies or omissions. While estimates of brand-market share are included, the aim of this report is squarely on brand metrics. Market size and share information should merely be regarded as indicative.






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