Africa’s economic reset requires moving from ambition to execution
The Africa Commerce Convergence Summit keynote address identified four elements that must converge if the continent is to achieve a meaningful economic reset.
RETAIL STRATEGY
Retailer Pick n Pay launches a new middle-market sub-brand
By our News Team | 2022
The focus of the new stores will be on delivering greater ‘everyday value’ to the growing middle-market shopper segment.
South African-based supermarket chain Pick n Pay has introduced a new brand called QualiSave to the local market. The brand has launched yesterday (Monday) with the tagline ‘Where lower prices look better’ and approximately 40% of company-owned outlets are to be converted into QualiSave stores.
According to the retailer, QualiSave stores will offer customers a range of 8,000 products – with an emphasis on meat, fresh produce and bakery, as well as a focus on essential commodities.
Supermarket chain Pick n Pay has introduced a new brand called QualiSave to the local market. Photo credit: Pick n Pay
“We have done an enormous amount of research to understand exactly what customers want and need. We concluded that we could not successfully meet the needs of all our customers with just one Pick n Pay brand. Freshness, value for money and customer service were non-negotiable demands across all customers, but they wanted their favourite stores to be better tailored to their specific needs,” said Pick n Pay group CEO, Pieter Boone.
Focus on what middle-market customers want
“Through Pick n Pay QualiSave, we are focusing on what a growing number of customers want in the important middle market, while remaining entirely true to the Pick n Pay brand and values. Customers in Pick n Pay QualiSave stores will benefit from great fresh products, an excellent commodity offer, attractive special offers, a great store ambience and friendly and helpful staff.”
He added: “We are very attuned to the fact that the cost of living is increasing sharply, and Pick n Pay QualiSave will be on the side of customers in providing great everyday value and deals.”
The company believes the introduction of QualiSave places the group in a stronger position to serve shoppers across what are now three sub-brands: Boxer for aspirational customers with tight budgets; Pick n Pay QualiSave for the middle market; and Pick n Pay at the higher end.
“Alongside Boxer, our two Pick n Pay brands now enable us to deliver the right products, at the right prices, to the right customers. And, above all, everyone remains welcome at our stores – whichever store they shop at,” he said.
Momentum Group appoints chief marketing and communications officer
Vongani Mageza brings more than 20 years’ experience across financial services and FMCG) companies such as FNB and Diageo.
AI and algorithm-led engagement among the challenges facing marketers
AI agents will influence shopping, algorithms will supersede social connections, and the clip economy will change how brands connect.
Absa bank launches pan-African campaign with athlete Eliud Kipchoge
The brand partnership includes a new TV commercial featuring Kipchoge, digital storytelling, wellness initiatives and community programmes.
How traditional trade is being reimagined, but remains ‘traditional’
Modern retail in Africa is still dwarfed by the traditional trade. Marketers who dismiss this relationship-heavy retail model do so at their peril.
How luxury brands become a source of meaningfulness for employees
Research finds brands don’t just sell products. They can also provide employees with stories through which they feel their work is meaningful
Redefining honesty in a crisis: Why truth alone is not enough
Honesty must be demonstrated through transparency, accountability and action – shaping both reputation and future trust following a crisis.
Lesotho bank’s culturally intelligent campaign beats bigger rivals
In the funeral plan category, where most advertisements look like an obituary, Standard Lesotho Bank opted to ‘sell the cow’, not the policy.
AMC magazine brings latest news and insights for Africa’s marketers
Strategic Marketing for Africa, the publication for deep-thinking African marketing professionals, is not to be missed.
Global study of marketers and agencies is coming to Kenya for first time
CEO of Scopen says the expansion into East Africa is a natural progression following the success of the research in South Africa.
Huge African and Caribbean trade potential can be unlocked, study finds
Report says around 80% of Africa’s annual goods export potential to the Caribbean remains untapped.