Published in Market report · 27 October 2020
Takealot has been ranked first as the online retail brand with the largest brand equity in South Africa, followed by followed by Amazon, Makro, Game and Edgars. This is according to a new study titled “Online Retail Brands Report – South Africa – 2020”. The report is based on a survey of online shoppers, conducted by Acentric Marketing Research, covering the 12 month period to February 2020. The results were weighted to ensure demographic representation. In total 75 brands operating in the South African market were included in the survey.
The Acentric Brand Equity (ABM) index is a customer-based brand equity index. The ABM incorporates brand awareness, brand associations on 14 dimensions, and estimates of each dimensions importance as a store brand preference driver. “Takealot has high brand awareness, and is frequently associated with competitive delivery costs and fast delivery.” says Craig Kolb, author of the report.
While Dion Wired is no longer operational, they were still in operation during the period covered by the survey and performed well on the ‘good service’ dimension. “Dion was ranked first; followed by Foschini and ActiveCellular. Exclusive was ranked last and is therefore not strongly positioned on this dimension.” says Kolb.
In terms of brand penetration, generalists and fashion retailers lead the way. Takealot had the largest percentage of online shoppers purchasing at least once over the period; followed by Game, Amazon, Ackermans and Edgars.
In total 30 product categories were measured in the survey; with fashion, cellular, cosmetics, computing and watches topping the list in terms of penetration over the period.
In terms of how stores communicate with customers the survey revealed that old isn’t necessarily bad, with email leading in terms of communication channel preferences. “Email still leads as the most preferred channel, ahead of WhatsApp. Possible explanations include broader accessibility across devices, lower immediate interaction expectations, better suitability for detailed technical issues and integration with ticketing systems that keep track of separate issues in a more effective way than applications like WhatsApp or telephonic communication.” says Kolb.
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