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2018 Sunday Times/Sowetan Shopper Survey reveals SA's favourite retailers

The 2018 Sunday Times/Sowetan Shopper Survey, conducted by Kantar TNS South Africa, has announced South Africa's favourite retailers.

Sylvie Hurford, Carla Norman and Michele Lagesse of Woolworths, with Greg Bailey of Tiso Blackstar. Image provided.
Sylvie Hurford, Carla Norman and Michele Lagesse of Woolworths, with Greg Bailey of Tiso Blackstar. Image provided.

The Grand Prix for the overall best retailer is awarded to Shoprite, with Pick n Pay and Clicks in 2nd and 3rd place respectively.

The Sunday Times/Sowetan Shopper Survey, now in its 11th year, provides retailers with deep insights about what consumers really think of their brand – where they’re winning, and where they should be doing more.

Get inside the heads of consumers

More than 2,750 adult respondents over the age of 18, from both metropolitan and non-metropolitan areas of the country, were randomly selected and interviewed face-to-face. The final results were weighted to represent the population according to StatsSA 2015 mid-year population estimates. This year's survey also considered the new Socio-Economic Measures (SEM's).

Reardon Sanderson, GM: group sales and marketing for Tiso Blackstar says:

We believe the research delivered to the market through the Sunday Times/Sowetan Shopper Survey allows SA’s retailers and advertisers to ‘get inside the heads’ of consumers and what drives their preferences for one retailer over another.
How competitive is the market?
As an indication of how competitive the retail market is, this year’s survey registered 34 new players across 12 categories. Of those 34 additions, 10 were new entrants to the Online Store category, with many of them being established retail brands.

Kantar TNS’ approach considers a retailer’s penetration in the marketplace whilst also examining its relative strength amongst its users and its relative attraction amongst non-users – the concept of relative advantage.

Retailers that placed in the top three of a category were awarded custom-made Trolley trophies created by the Reaboka Foundation, an NGO committed to the empowerment of rural communities.

Here are the 2018 Sunday Times/Sowetan Shopper Survey winners:

Sunday Times/Sowetan Shopper Survey CategoriesCategory Winners
Bed StoresBradlows
Furniture StoresBradlows
Hardware StoresCashbuild
Health and Beauty StoresClicks
Pharmaceutical OutletsClicks
Entertainment, Online and Book StoresCNA
Men's Clothing StoresEdgars
Shoe StoresEdgars
Women's Clothing StoresEdgars
Electronics and Household Appliances StoresGame
WholesalersMakro
Home Accessories and Décor StoresMr Price Home
Grocery StoresShoprite
Jewellery StoresSterns
Online StoresTakealot.com
Tyre and Auto Fitment CentresTiger Wheel & Tyre
Liquor and Bottle StoresTops at Spar
Sports and Outdoor StoresTotalsports
Telecommunications StoresVodacom shop
Kids and Baby Clothing StoresWoolworths

“By constantly analysing the marketplace to see how we ourselves can innovate, Tiso Blackstar has developed strong partnerships and trusted relationships with our retailer clients. We will continue to support the market with research that allows every business to know more, and become better,” concludes Sanderson.

Herewith the Top 10 rankings in each of the 2018 Sunday Times/Sowetan Shopper Survey categories:

2018 Grand PrixIndex Score
1. Shoprite83.6
2. Pick n Pay (Supermarket/Hypermarket/ Family Store)79.61
3. Clicks78.13
4. Makro74.18
5. Edgars72.38
6. Woolworths72.12
7. Spar/KwikSpar/Super Spar71.82
8. Tops at Spar70.23
9. Checkers/Checkers Hyper67.46
10. Ackermans67.29
Home Accessories and Décor StoresIndex score
1. Mr Price Home66.02
2. Sheet Street65.7
3. Woolworths63.68
4. Boardmans61.91
5. Home choice56.93
6. Edgars54.1
7. @Home54.02
8. Ackermans48.86
9. Builders Warehouse48.46
10. Pep46.99
Grocery StoresIndex score
1. Shoprite83.6
2. Pick n Pay (Supermarket/Hypermarket/ Family Store)79.61
3. Spar/KwikSpar/Super Spar71.82
4. Checkers/Checkers Hyper67.46
5. Woolworths66.86
6. Fruit & Veg City56.08
7. Makro53.68
8. Game (Foodco)49.14
9. U-Save49.12
10. Cambridge Food45.54
Electronics and Household Appliances StoresIndex score
1. Game67.16
2. Clicks61.62
3. Makro60.19
4. Samsung57.81
5. Dion Wired57.18
6. Hi-Fi Corporation56.58
7. House & Home54.27
8. Shoprite52.13
9. OK Furniture50.69
10. @home50.48
Jewellery StoresIndex score
1. Sterns60.86
2. American Swiss58.02
3. Galaxy & Co.51.74
4. Arthur Kaplan48.91
5. NWJ Fine Jewellery47.13
Kids and Baby Clothing StoresIndex score
1. Woolworths72.12
2. Ackermans67.29
3. Edgars61.84
4. Naartjie61.83
5. Earthchild59.19
6. Cotton On Kids54.91
7. Truworths54.47
8. Jet53.83
9. Mr Price53.62
10. Foschini50.24
Liquor and Bottle StoresIndex score
1. Tops at Spar70.23
2. Shoprite Liquor Shop62.48
3. Pick n Pay Liquor60.53
4. Makro Liquor57.8
5. Prestons57.43
6. Liquor City54.92
7. Ultra Liquors54.71
8. Checkers Liquor Shop52.29
9. Metro Liquor49.24
10. Liquorland48.93
Men's Clothing StoresIndex score
1. Edgars69.88
2. Woolworths65.89
3. Markham64.17
4. Truworths62.51
5. Mr Price61.3
6. Sportscene58.04
7. The Hub / Meltz54.77
8. Cotton On53.59
9. Identity52.92
10. Old Khaki52.85
Online StoresIndex score
1. Takealot.com57.66
2. Woolworths.co.za54.84
3. Mrp.com43.5
4. PicknPay.co.za43.46
Shoe StoresIndex score
1. Edgars72.14
2. Woolworths68.67
3. Spitz65.48
4. Timberland53.04
5. Jet51.29
6. Green Cross50.74
7. Tekkie Town50.19
8. Rage48.71
9. Nine West48.69
10. Fabiani48.25
Entertainment, Online and Book StoresIndex score
1. CNA62.05
2. Musica60.9
3. Top CD57.83
4. Exclusive Books57.64
5. CUM57.39
6. Takealot.com55.39
7. Van Schaik54.31
8. Look & Listen52.42
9. Shoprite DVD/CD Section49.68
10. Pick n Pay DVD/CD Section45.31
Furniture StoresIndex score
1. Bradlows58.77
2. House & Home56.43
3. OK Furniture54.61
4. Russells54.1
5. Lewis53.4
6. Fair Price51.99
7. Mr Price Home50.57
8. @home49.87
9. Furniture City47.52
10. Akhona44.36
Hardware and Building StoresIndex score
1. Cashbuild66.13
2. Build It61.46
3. Builders (including Warehouse, Express, Trade Depot)59.7
4. Timbercity51.69
5. Mica50.05
6. D.I.Y Depot48.68
7. Kwik Build47.96
8. Jack's Paint & Hardware46.19
9. Buco44.77
10. Boxer Build40.32
Health and Beauty StoresIndex score
1. Clicks77.03
2. Dischem66
3. Truworths50.3
4. Woolworths48.92
5. Edgars48.11
6. Red Square44.84
7. The Body Shop41.84
8. Foschini41.01
9. JetMart32.91
Pharmaceutical OutletsIndex score
1. Clicks78.13
2. Dischem67.09
3. Medirite (Shoprite/Checkers)54.49
4. Link Pharmacy49.45
5. Pick n Pay Pharmacy45.13
6. Spar Pharmacy44.33
7. Alpha Pharm42.02
Sports and Outdoor StoresIndex score
1. Totalsports66.23
2. Sportscene60.89
3. Adidas57.91
4. Nike56.94
5. Edgars Active53.97
6. Mr Price Sport53.46
7. Cape Union Mart52.25
8. Studio 8850.41
9. Sportmans Warehouse48.39
10. Sneakers42.94
Telecommunications StoresIndex score
1. Vodacom shop66.51
2. Pepcell66.09
3. MTN store60.19
4. Telkom Stores53.57
5. Edgars53.48
6. Cell C store53
7. Game52.15
8. Woolworths50.19
9. Ackermans46.97
10. Pick n Pay42.15
Tyre and Auto Fitment CentresIndex score
1. Tiger Wheel & Tyre62.2
2. Supaquick55.57
3. Hi-Q55.16
3. Dunlop Zone54.49
4. Mr Exhaust Mr Tyre53.58
5. Kwik Fit50.04
6. Speedy49.65
7. Autozone48.57
WholesalersIndex score
1. Makro74.18
2. Kit Kat Cash & Carry59.22
3. Jumbo Cash & Carry54.47
4. Boxer Superstores52.49
5. Trade Centre52.04
6. Metro Cash & Carry51.47
7. Rhino Cash & Carry48.32
8. Metro Hyper46.83
9. Sunshine Cash & Carry44.96
10. Checkout Supermarket44.23
Women's Clothing StoresIndex score
1. Edgars72.38
2. Woolworths70.61
3. Mr Price66.91
4. Truworths64.7
5. Sportscene57.08
6. Foschini56.87
7. Cotton On53.99
8. Ackermans53.69
9. Jet53.27
10. H&M52.97
Bed StoresIndex score
1. Bradlows57.39
2. Mr Price Home56.62
3. OK Furniture55.98
4. Russells53.49
5. Lewis52.66
6. House & Home52.38
7. Furniture City52.05
8. Fair Price51.92
9. The Bed Shop50.84
10. Sleepmasters50.73

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