The Acentric Marketing Online Retail Brands report has revealed which South African retailers are leading the way online.
According to the report, Kalahari.com is the leading online retail brand in South Africa, followed by Amazon, Bid or Buy, Woolworths, Gumtree, eBay and Olx.com.
Kalahari came first due to its strong brand awareness and its strong-brand positioning, Acentric said.
“While Amazon is slightly ahead in terms of awareness, the brand positioning is not as ideal,” said Craig Kolb, consultant and owner of Acentric Marketing Research.
“Kalahari’s best performing attributes were fast delivery and easy ordering; although the model suggests it could do even better by focusing on other attributes such as its product range.” said Kolb.
The brand that “surprised the market this year” is Zando, Acentric said, reporting that the online fashion retailer debuted in 9th position.
“Zando only launched in May 2012, yet it now occupies 9th position out of the 59 brands as of January 2013 – which means it has grown its brand at an extraordinary rate. It is clear that it has also reaped the benefits in terms of high-market penetration.” Kolb said.
The Online Retail Brands report is based on a survey conducted in January 2013. In total, 207 interviews were used in the analysis.
59 brands were ranked according to the Acentric Brand Model (ABM) Index, a measure of consumer-based brand equity.
“The index strongly correlates with the size of a brand’s customer base. Nineteen attributes were covered, grouped into 7 major topics. These topics included: Product, service quality, price, functional benefits, delivery type, image and shopping enjoyment,” Acentric said.