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It placed Pick ‘n Pay in second spot, which was followed by Clicks.
"The survey allows retailers to assess how they rate in comparison to their competitors, as well as their ability to attract new customers,” said Trevor Ormerod, general manager of group sales & marketing at Times Media.
“While most retailers have a good sense of their relative size, the research conducted by TNS on behalf of The Times and Sowetan allows us to deliver far greater marketing insights to the industry."
TNS explained that the position a retailer occupies on the annual Shopper Survey scoreboard is determined by an overall index score obtained from their consumer survey that interrogates three key indicators amongst consumers.
These are brand awareness and familiarity; user ratings and non-user perceptions; and the size of a retailer brand in the market determined by asking consumers directly about which retailers they frequent, and how often.
About 2 750 consumers in both metropolitan and non-metropolitan areas, using random suburb sampling, were polled. The sample population was representative of all race groups, with male and female participants being over 18 years old.
“The economic impact of the last year has definitely been felt by consumers and is evident across the Shopper Survey this year," said Nuala Harris-Morele, director at Kantar TNS.
However, this is not to say they have stopped spending entirely, but rather that they are making trade-offs and being savvier about their purchases, said Harris-Morele.
“For example, while clothing stores (women’s, men’s, kids and baby) saw a decrease in category usage ranging from 1% to 3%, home accessories saw a 2% increase, and impressively bed stores saw a 4% increase. Within these categories, consumers are opting for stores that provide credit facilities. The building or hardware stores category saw a 5% increase, and it was also the highest category shopped at last, in the shopper dynamics mobile survey. Perhaps this is how respondents are freeing some extra cash in hand for other spending.”
A summary of the The Times Sowetan Shopper Grand Prix Award scoreboard for the past 3 years:
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