The Acentric Marketing Online Retail Brands report has revealed which South African retailers are leading the way online.<\/p>\n
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.<\/p>\n
Kalahari came first due to its strong brand awareness and its strong-brand positioning, Acentric said.<\/p>\n
“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.<\/p>\n
“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.<\/p>\n
The brand that “surprised the market this year” is Zando, Acentric said, reporting that the online fashion retailer debuted in 9th position.<\/p>\n
“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.<\/p>\n
The Online Retail Brands report is based on a survey conducted in January 2013. In total, 207 interviews were used in the analysis.<\/p>\n
59 brands were ranked according to the Acentric Brand Model (ABM) Index, a measure of consumer-based brand equity.<\/p>\n
“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.<\/p>\n
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