The research didn't only focus on quality but also looked at awareness, usage, value and service. However, two newspapers have revealed that when it comes to getting consumers to fork out their hard-earned cash during the current challenging economic climate, quality is king.
"In our role as advertising thought leaders, and as done with our Top Brands and Wealth surveys, we will be sharing these insights with retailers through one-on-one meetings shortly," says Enver Groenewald, Avusa Media general manager: advertising revenue and strategic communications.
"The awards event is the grand finale to the recently-launched Clever Shopper initiative, which involves weekly pages on savvy shopping in both The Times and Sowetan and an exciting competition. Clever Shopper gives consumers and advertisers an opportunity not only to gain retail know-how but also an opportunity to win a shopping spree at a shopping centre of their choice. The lucky winners of the lavish shopping spree will be announced at the awards."
While the awards recognise retailers who provide quality and value in tough times, the publications created the Clever Shopper weekly pages and competition to put money back in the pockets of consumers who want more bang for their buck. The competition has had a phenomenal response with thousands of people entering to win both the weekly R1,000 voucher as wellas the grand prize of R100,000.
The Clever Shopper section, aimed at helping readers become smart shoppers, appears every Thursday in the two newspapers. The pages include weekly Q & As with retail buyers, shoppers and celebrities enlightening readers on product value by testing five products.
"When reviewing input from all these individuals whether they were selling or buying anything from food to clothes to the latest gadget, it became very clear that in the current economic downturn quality is now more important than ever," says Aspasia Karras, features editor for The Times and columnist for Clever Shopper.
"Quality products give you value for money, which is crucial at the moment. For example, better quality food, a well-made electrical appliance or a classic piece of clothing actually last longer, which saves costs over time. South African consumers aren't just aspirational but are discerning shoppers who know what they want."
Karras points out that although many individuals are tightening their belts and looking for value they won't sacrifice quality and buy an inferior product. She explains that not everyone can afford champagne but local wine producers are now offering a wider range of more refined sparkling wines that fill this gap.
"Local retailers have become more sophisticated. New luxury ranges can now be found on the shelves of many of the bigger retailers with various price entry points so there is something for everyone. Another area where mass retailers are getting it right and following international trends is in providing breakaway specialist stores. These stores often focus on one product such as wine, and consumers are offered superior goods, advice and service without feeling ripped off," states Tebogo Monama, editor of Sowetan's Clever Shopper section.
She feels that international shopping trends such as an increase in buying environmentally-conscious produce might not be as prevalent in South Africa at the moment due to consumers feeling the pinch. However, it is likely that this category will grow locally. Online shopping is another trend that is big overseas but should gain momentum as internet access increases. Retailers could also provide a more sophisticated online shopping offering ensuring, for instance, that stock is always available.
"Where we could learn a bit more from retailers overseas is on developing more value-add experiences for customers in-store such as department stores in London that have personal stylists assisting shoppers with their purchases. Another great example is of a retailer that invited top beauty editors to spend a day sitting at the beauty counters helping and giving tips to their customers."
All the winners from the awards will be published in The Times and Sowetan on 31 October 2008 as well as be available on www.thetimes.co.za and www.sowetan.co.za. Due to the positive response to the Clever Shopper pages it will be an ongoing feature.
