With traditional trade stealing much of the spotlight from formal retail in recent years, brands are now pivoting aggressively into the spaza and wholesale arenas. It is, after all, a low-cost high-volume, hundred-billion-rand market.
However, the big challenge brand managers and trade marketers have is how to build their brand in an often volatile township environment, where retail commodities such as planogramming and large format promotional displays are not formal buying opportunities for brands. Furthermore, how does one build their brand in an impactful way whilst maintaining sustainability, empowerment and respect to all stakeholders. Spaza branding is not a new concept but its popularity has increased with the market’s growth and has become a go-to for brands wanting to create a brand presence in the general trade.
Spaza branding case study and client feedback
MegaVision Media conducted a spaza branding case study for one of their blue chip clients in the maize business which yielded very positive results:
Alvina Bhikha, a senior account manager for MegaVision Media, completed a MegaSpaza project on behalf of Unilever in 2019. The project involved an extensive distribution rollout and branding of 4,000 spaza shops. After talking to these spaza shop owners about what a brand’s support means to them, Bhikha found that many owners had developed a strong affiliation for the brand and become champions for their products.
How MegaSpaza works
Brand teams select regions or townships to target and MegaVision Media takes care of the rest:
ConnectSpaza: Real-Time Reporting Technology
What separates the MegaSpaza from other companies who offer spaza branding is the technology behind it. The in-house ConnectSpaza field application is used by teams to track execution activity in order give the brand manager real-time feedback.
The key objective is to give brands a true understanding of what is happening to their top SKU’s at spaza level for the duration of their brand rollout. This data is then consolidated onto a custom reporting brand dashboard which makes it incredibly easy for the trade marketing teams to report back to the business on their achievements using real data, rather than relying on vague trade data from audience insight platforms.
“ConnectSPAZA is a real-time reporting platform that centralises all MegaSpaza activity into one place. Using a range of filters, the reporting platform shows successful spaza executions, store details and key data points like location, photographs and SKU information,” says Jane Sarah Rosen, head of ConnectGroup and software partner of MegaVision Media. “ConnectSPAZA is a game-changer for both MegaVision and the client; with all the data published to a single web report, it saves huge amounts of time and allows MegaVision Media to make much faster decisions when they run into problems on the ground. The speed, efficiency and overall result could never be the same if they managed their communication via WhatsApp, email or PowerPoint.”
Brands and agencies who are interested in learning more about the MegaSpaza, get hold of Lizelle on 083 27 61500 or 011 803 8433, alternatively email firstname.lastname@example.org.
Those wanting to find out more about ConnectSpaza field technology, get hold of Jane on 072 252 7718, alternatively email az.oc.tcennoceraew@enaj.
Watch: Township branding video:
Watch: Township branding panel discussion with team of experts: