roots 2019 chamber of commerce breakfast 28082019 v1 · 2020. 5. 18. · prof andrew ehrenberg 10...
TRANSCRIPT
-
ROOTS 2019 Ballito
1
-
01WHY ARE WE HERE
1. Roots - Credentials and Methodology
2. Some Trends and Their Implications
3. Some insights into the area
4. Sizing Business Opportunities
2
TODAY
-
3
01
CREDENTIALS & METHODOLOGY
3
-
01HISTORY & CREDENTIALSWHAT IS ROOTS?
• The largest random sample and trendable single-source consumer buyer behaviour survey in SA.
• Commissioned by Local Community Papers every 3 years
• Face-to-face sample of 27 000 respondents in formal housing across over 100 geographical metro areas.
• ROOTS captures contemporary South African buying and shopping habits at a local geographic level.
• The combined local areas provide a useful representation of economically active South Africans, allowing you to unpack at local level what people look like, where they shop across various categories, how far they will travel to shop, what interests them and what they read.
4
-
01HISTORY & CREDENTIALSWHY?
• InternallyA distribution audit. Align local strategy with the community that it serves to try and ensure high future reach of any communication – paper or digital.Secure the audience
• ExternallyThis R16 million asset is shared with industry, specifically local business, so you can do the same.
Align local strategy with the community that you serve
A Mutually beneficial relationship – ultimately the paper delivers the audience you need to grow your business.
5
-
01HISTORY & CREDENTIALSROOTS FOOTPRINT
6
EAST RAND - 9
JHB NORTH - 8
WEST RAND - 4
JHB SOUTH - 5
EMFULENI (VAAL) - 5
SOWETO - 10
TSHWANE (PRETORIA) - 7
ETHEKWINI (DURBAN) - 10
ZULULAND - 1
MID SOUTH COAST - 3
NORTH COAST - 1
LOWER SOUTH COAST - 3
REST OF KZN - 4CAPE TOWN - 13
EASTERN CAPE - 4
GARDEN ROUTE - 3
NORTHERN CAPE - 1
OTHER WESTERN CAPE - 3
FREE STATE - 4
LIMPOPO - 1
MPUMALANGA - 7
NORTH WEST - 1More than 100 individual footprints
Covers 100% of upper LSM / SEM homes
Categorised into SmallMediumLarge Metropolitan areas
-
01HISTORY & CREDENTIALS
7
BALLITO KZN NORTH COAST ROOTS RESEARCHED AREAis defined according to the following map:
14 000
19 000
Footprint size
Households Shoppers
R410,000,000The total monthly income for the area (estimated)
-
Questions – The Basics
Size : Number of homes and decision makers in the area
What type of people live there - Demographics
Readership (Paper and Online)Reach - Past 4 weeksAverage Issue Readership (AIR)
Local Papers Weekly / Weekend PapersDaily Papers Weekly Magazines Online News Sites
Details Number of copies Day of the weeks Multiple Reading
Advertising Frequency of using advertising
Size, Structure & prospects Reach
Wealth and prospects LSM / SEM / Monthly Household income BankedSavingsInsurance
ShoppingWhere and How
Shopping CentresTransport when shopping Online shopping Online searching Loyalty Cards
Connection
Internet useDevicesType of connection Cell package and provider
Interests
Transport
Life Changers
-
Questions – Specifics
Type of Garden and pool Gardening activity Shopping for the garden
Home ownership Shopping for the home Retailers used Pathway to purchase
Home, Garden and Pets
Type of pets Visiting the Vet
Clothes and Shoe Shopping
Frequency & Retailers
Food
GroceriesWhenHow oftenWhereHow much Information sources
Take AwaysHow often Where
Eating out Home entertaining
How often Alcohol
Health
Complaints Number and type Antibiotics Vaccinations Vitamins and minerals
Retailers
Exercise What and how often
Hair and Beauty
Frequency
ToiletriesRetailers
Entertainment
Holidays
FlightsType of holidayAccommodation
-
12
02
Trends and Implications
-
02TRENDS AND IMPLICATIONS
13
LOOKING AT OVERALL TRENDS IS INTERESTING, BUT OF MORE IMPORTANCE IS UNDERSTANDING HOW THEY AFFECT YOUR SHOPPERS’ BEHAVIOUR:
Relevant trends Impact on buyer behaviour
#1 “Always On”(Increased connectivity)
• Online Shopping?
-
02TRENDS AND IMPLICATIONS
Ballito
0
10
20
30
40
50
60
70
80
90
100
Use the internet daily
2013 2016 2019
“More people on the planet own a mobile phone than own a toothbrush” Mobile Marketing Association of Asia
2852
71All 88 trend-able areas
2103 2016 2019
Each marker / dot = 1 community = approximately 300 interviews : Total – 70,000 interviews
3564 68
Ballito
2103 2016 2019
Midrand, Randburg,Fourways
Howick, Worcester,Soshanguve
Increasing Internet Usage
-
02TRENDS AND IMPLICATIONS
Ballito - 29
0
10
20
30
40
50
60
70
80
90
100
Bought online – past 12 months
Online buying
Sandton ,46 Randburg, 46Fourways -48
4%
5%
6%
8%
9%
9%
11%
ToiletriesVitamins
Food & GroceriesClothes
Movie / theatreAirline Tickets
Holiday / accomodation
BUT ONLINE BUYING IS STILL IN IT’S INFANCYOnly 19% of S.A. shoppers have bought anything online in the past 12 months.
Each marker / dot = 1 community = approximately 27 000 interviews
-
Ballito
Pretoria East –Lynnwood
Greenstone
Fourways
Randburg
Durban North
Rosebank
Sandton
Benoni
Kraaifontein / Branckenfell
Bellville
0
10
20
30
40
50
60
70
80
0 10 20 30 40 50 60 70 80
SEM
% in
SEM
10
(Wea
lth)
AGE % under 34 years (Age)
Younger and wealthy
Older and wealthy
Younger and less wealthy Older and Less wealthy
What drives online buying?
Wealth? - Yes.Age? – yes – to some extent.Millenials?Living in Gauteng?
Habit?
Lifestyle?
Access?
Ultimately it is and will continue to be convenience driven
-
02TRENDS AND IMPLICATIONS
3
4
7
7
6
33
52
53
50
4
4
6
7
9
23
24
61
84
Balvista
Boulevard Shopping Centre
La Lucia Mall
Umhlanga Shopping Centre
The Crescent (Umhlanga)
Tiffanys Centre
Gateway
Ballito Lifestyle Centre
Ballito Junction
Top shopping centres in Ballito - past 3 months
%
19
2019 2016
GOOD NEWS, DESPITE BEING “ALWAYS CONNECTED” MOST BUYING STILL HAPPENS IN BRICKS AND MORTAR ………and locally
-
02TRENDS AND IMPLICATIONS
20
LOOKING AT OVERALL TRENDS IS INTERESTING, BUT OF MORE IMPORTANCE IS UNDERSTANDING HOW THEY AFFECT YOUR SHOPPERS’ BEHAVIOUR:
Relevant trends Impact on Business #1 “Always On”
(Increased connectivity)• Online Shopping?
#2 Increased Planning (Tough economic times )
• Be there when the planning happens
-
02TRENDS AND IMPLICATIONS
21
When times are tough, you’d expect this behaviour to increase. (It’s happening everywhere - not just in the lower income areas)
SHOPPERS ARE BEING MORE CAREFUL..They are planning more, looking for the best deals available.
78% 79%82%90%89%
97%
0%10%20%30%40%50%60%70%80%90%
100%
Total Ballito
2013 2016 2019
Roots Trendable areas Base: All.
This reads:In 2013 78% of pdms planned their grocery shop.In 2019 this increased to 89%.
-
02TRENDS AND IMPLICATIONS
Ballito
Ballito
0
10
20
30
40
50
60
70
80
90
100
Researched online before buying in store
Researched online use local paper to make shopping decisions 2
WHERE DOES THIS PLANNING HAPPEN Despite being “always on” and using the internet to research purchases, 2x as many shoppers use the local papers to help them make shopping decisions.
Each marker / dot = approximately 300 interviewsTotal – 70,000 interviews
Use the local paper to help make shopping decisions
-
02TRENDS AND IMPLICATIONS
88
94
6
Plan a day or 2 before / within the week
90
97
3
Plan shopping
82
85
15
Mostly shop over the weekend
of readers of the local paper
read on Wednesday, Thursday or Friday
before the weekend shop
87%
Ballito Small Metros
%
%
%
23
Ballito
WHEN DOES THIS PLANNING HAPPEN Local papers are delivered timeously, to ensure shoppers have all the information they need to plan a few days before the weekend shop
-
02TRENDS AND IMPLICATIONS
24
LOOKING AT OVERALL TRENDS IS INTERESTING, BUT OF MORE IMPORTANCE IS UNDERSTANDING HOW THEY AFFECT YOUR SHOPPERS’ BEHAVIOUR:
Relevant trends Impact on Business #1 “Always On”
(Increased connectivity)• Online Shopping? • Online Advertising?
#2 Increased Planning (Tough economic times )
• Be part of the planning stage
#3 Loyalty
-
02TRENDS AND IMPLICATIONS
25
SIGNIFICANT INCREASE IN LOYALTY CARDS
52%
69%72% 73%
0%10%20%30%40%50%60%70%80%90%
100%
Total Ballito
2013 2019
This reads:In 2013 52% of pdms had a loyalty card. .In 2019 this increased to 72%.
Roots Trendable areas Base: All n = 23,308 (2013), n= 22,880(2019)
-
02TRENDS AND IMPLICATIONS
Ballito
0
10
20
30
40
50
60
70
80
90
100
Loyalty cards don’t make people more loyal. Loyalty does not exist – buying is random. People just have more loyalty cards – and are accessing the ‘specials’ and discounts available on all loyalty card programs
Each marker / dot = approximately 300 interviewsTotal – 70,000 interviews
2019
2013
THE INCREASE IS UNIVERSAL – but does it confer loyalty?
% of shoppers with one or more loyalty card
-
02TRENDS AND IMPLICATIONS DIVING INTO BALLITO’S LOYALTY TO LOYALTY CARDS
27
73%
Have a loyalty card
2.3Average number of cards
2.9Ballito Small Metros
Average number of times they are used in a month
6
9
6
3
15
15
10
43
15
35
3
4
4
4
11
12
17
27
29
45
Ebucks (FNB)
Jet Club
ABSA Rewards
Discovery Vitality
Dis-Chem Loyalty Card
Edgars Thank U card (cash…
SPAR Rewards
Pick n Pay Smart Shopper
Woolworths Rewards
Clicks Club Card
Top 10 loyalty cards
-
02TRENDS AND IMPLICATIONS DOES HAVING A LOYALTY CARD INFLUENCE WHERE YOU GO FOR FOOD AND GROCERY SHOPPING IN BALLITO ?
28
14
17
29
59
60
78
Clicks
Fruit & Veg City / FoodLovers
Woolworths
Spar
Pick n Pay
Checkers
Food & Groceries Stores : past month
Not having a Loyalty Card hasn’t stopped Checkers from being the number one F&G retailer in the area
-
02TRENDS AND IMPLICATIONS
30
“Your consumers are just somebody else’s consumers who occasionally buy from you”
Prof Andrew Ehrenberg
10
43
15
35
17
27
29
45
SPAR Rewards
Pick n Pay SmartShopper
Woolworths Rewards
Clicks Club Card
Only 53% them have shopped at Woolworthsin the past months. 99% (all) of them have shopped at
Checkers, Spar or Pick n Pay
Ballito Small Metros
Only 74% them have shopped at Pick n Pay in the past month. 97% (all) of them have shopped at
Checkers, Spar or Pick n Pay
Only 74% them have shopped at Clicks for toiletries in the past month. 86% of them have shopped
elsewhere for toiletries
94% them have shopped at Sparin the past month. 97% (all) of them have shopped at Checkers, Spar or
Pick n Pay
-
02TRENDS AND IMPLICATIONS It is growth limiting to put all of your marketing spend into a loyalty programme.
31
HEAVY BUYERS
OCCASIONAL BUYERS
NON- BUYERS
CATEGORY
Growth comes mostly from non and occasional buyer acquisition
Successful big brands appeal to the masses that buy the category
#2 ECONOMIC PRESSURE/LOYALTY
SHOPPERS ARE HABITUAL, Most markets look like this:
-
02TRENDS AND IMPLICATIONS
32
LOOKING AT OVERALL TRENDS IS INTERESTING, BUT OF MORE IMPORTANCE IS UNDERSTANDING HOW THEY AFFECT YOUR SHOPPERS’ BEHAVIOUR:
Relevant trends Impact on Business #1 “Always On”
(Increased connectivity)• Online Shopping? • Online Advertising?
#2 Increased Planning (Tough economic times )
• Be part of the planning stage
#3 Loyalty(it doesn’t exist - so how can you grow)
• Mental and Physical Availability (easy and convenient )
-
02TRENDS AND IMPLICATIONS
Marketing’s goal – influencing buyer behaviour
33
+Mental availability Physical availabilityMaking it easy to be thought of, by as many people in as many buying situations – as possible
• Distribution• Store location• Access• Easy to buy.
PHYSICAL AVAILABILITY Physical AVAILABILITY/HOW?
-
02TRENDS AND IMPLICATIONS PEOPLE DON’T LIKE TO “WASTE” TIME TRAVELLING.On average people are prepared to spend approx. 10 – 15 minutes traveling to get the things they need or want.Ballito spends even even less time travelling.
34
FOOD & GROCERIESFAMILY
ENTERTAINMENTAPPLIANCES
9 MIN -BALLITO
9 MIN -BALLITO
10 MIN –BALLITO
13 MINS 15 MINS15 MINS
Physical AVAILABILITY/HOW?
-
02TRENDS AND IMPLICATIONS
53%
26%20%
2%
35%45%
6% 5%
One bulk shop amonth and some top-
ups
Twice a month/everytwo weeks
Weekly or almostweekly
Twice a week or more
2013 2019
In Ballito, there has been a significant shift from monthly to twice weekly grocery shopping – probably because of easy access to good stores.
Roots. Base: F&G shoppers n = 190 (2013) n= 247 (2019) North Coast Ballito.
This reads: In 2013 53% of F&G shoppers in Ballito did one bulk shop with some top-ups. This has dropped to 26% in 2019.
PEOPLE SHOP AT DIFFERENT TIMES OF THE MONTH.
Physical AVAILABILITY/HOW?
-
02TRENDS AND IMPLICATIONS
36
23
17
9
52
ROOTS ave
At least once aweekEvery 2 weeks
Once a month
Less often
46
23
8
24
Ballito
THE CONVENIENCE OF GARAGE FORECOURTS:
What shoppers buy also changes by area.
1
Airtime/data 25%2
Soft Drinks 20%3
ATM 15%
1
Soft Drinks 24%2
Cigarettes 23%3
Airtime/data 20%
Ballito shoppers visit garage shops much more frequently than the average.
Physical AVAILABILITY/HOW?
-
02TRENDS AND IMPLICATIONS
Marketing’s goal – influencing buyer behaviour
38
+Mental availability Physical availabilityMaking it easy to be thought of, by as many people in as many buying situations – as possible
• Distribution• Store location• Access• Easy to buy.
MENTAL AVAILABILITY MENTAL AVAILABILITY/HOW?
-
02TRENDS AND IMPLICATIONS
39
WARNING:MEDIA/CHANNEL SELECTION IS SUALLY THE MOST EXPENSIVE PART OF MARKETING & BRAND BUILDING and THE MOST CRITICAL
-
02TRENDS AND IMPLICATIONS
WHO? Large Relevant AudiencesFOOD & GROCERIES (bought past 3 months)
TARGET THE CATEGORY
19000 19000
16000
14000
1000
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
Ballito
Total no of pdms in area
No of F&G shoppers in area
No F&G shoppers who use the LP tomake shopping decisionsNo of F&G shoppers who are averageissue readers of the LPF&G shopper next best print mediumreach
Roots 2019 GR. Base: F&G shoppers n = 247 North Coast Ballito & surrounds and n = 186 Meadowlands.
Ballito:LP: North Coast CourierNext Best: Sunday Times
TARGET THE CATEGORY/WHO?
-
02TRENDS AND IMPLICATIONS CONTINUITY
41
“Catch them when they fall” – (trigger a response when they have a need)
?
? ?
??
In every 1 of the 52 weeks in a year, people are in your category
More likely to notice when “In Market”
Plan for weekly exposure to
remind the ever-changing pool of consumers who
are ready to buy
WHEN? Aim for weekly exposure
CONTINUITY/WHEN?
-
03
SOME INSIGHTS INTO BALLITO
42
-
43
Midrand
Plettenburg Bay
Gamalake
Berea
Harding
PMB East
Umzinto
Bluff
Richards Bay
Hibberdene – Port Edward
Merebank
Chatsworth
Durban North
Toti
Overport
Highway
Umkomaas
Phoenix
Ballito
Howick
Hilton
Scottburgh
0
10
20
30
40
50
60
70
80
0 10 20 30 40 50 60 70 80
SEM
% in
SEM
10
(Wea
lth)
AGE % under 34 years (Age) Younger and wealthy
Older and wealthy
Younger and less wealthy
Older and Less wealthy
BALLITO is grouped with the older, wealthy Durban communities. But % 35-49 year olds in area has increased significantly since 2010
Professional
77% English
3 in 5 – married/with partner2 in 5 – have children
8 9
50 43
42 48
2010 2019
Education
Not Matriculated Matric Post Matric
-
03Insights into the areaPRIORITIES – Cash Flow is King
44
1
2
3
6
6
7
8
8
9
9
9
12
18
18
18
22
23
26
30
37
37
43
Member of a burial societyDisability insurance
Personal loanGap Cover
Maintenance for ex-spouse or childHousehold content insurance
Life insuranceHire Purchase
Homeowners insurancePet Insurance
StokvelFuneral cover
Credit cardEducation Policy
ADSL OR FibreMedical Insurance
School FeesCar insurance
Cell Phone ContractBond or Rent
Car InstalmentsMedical aid
Monthly Outgoings in Ballito
-
04Insights into the area
0
1
2
3
4
5
6
7
8
9
10
Depending on how much is coming in
Cash Flow Is King – Average Number of Monthly Outgoings
Each marker / dot = 1 community = approximately 27 000 interviews
VulnerableStable
-
Belville / D’ville
Benoni
Fourways
George North
Glenvista / Mondeor
Greenstone
Kempton Park
Knysna
Krugersdorp
Harding
Nelspruit
Ballito
Polokwane
Pretoria East -Farieglen
Randburg North
Randburg South
Roodepoort
Rosebank
Rustenburg
0
1
2
3
4
5
6
7
8
R0 R5 000 R10 000 R15 000 R20 000 R25 000 R30 000 R35 000 R40 000
Ave
rag
e N
umb
er o
f mon
thly
fina
ncia
l com
mitm
ents
Average Monthly Household Income )
Higher monthly income Lower monthly income Less monthly outgoings
More monthly outgoings
Vulne
rable
Safe
Average Monthly Household Income Vs Number of Monthly Outgoings completes the picture.
Relative to other areas Ballito is safer from the dangers of restricted cashflow.
-
TotiBerea Bluff / Pmb North
Chatsworth
Highway Hilton
Howick
GamalakeHarding Merebank
Scottsburgh
Umkomaas
Umzinto
Overpoort
Phoenix
Pmb East Durban North -
Umhlanga
Ballito
0
1
2
3
4
5
6
7
R0 R5 000 R10 000 R15 000 R20 000 R25 000 R30 000 R35 000 R40 000
Ave
rag
e N
umb
er o
f mon
thly
fina
ncia
l com
mitm
ents
Average Monthly Household Income )
Zooming in on KZN
Ballito has the highest Average household income
And …….
Relative to other higher income areas, the lowest number of monthly outgoings.
A stable, safe area.
Higher monthly income Lower monthly income Less monthly outgoings
More monthly outgoings
Vulne
rable
Safe
-
04
Business Opportunities In Ballito
-
04BUSINESS OPPORTUNITIES How ROOTS can help guide business decisions at a local level
49
1. Size the opportunity 1. Number of shoppers 2. Number of Shopping opportunities3. Money
2. Check the Competition
3. Guidance on Marketing 1. Profile the shoppers 2. Guidance on the messaging 3. Visibility - Choose the medium
-
04BUSINESS OPPORTUNITIES How ROOTS can help guide business decisions at a local level
50
1. Property and Building
2. Specialist Grocer / Food Store
3. Restaurant
4. Home Appliances and Crockery / Cutlery – Retail
5. Beauty
-
04BUSINESS OPPORTUNITIES Growth in the area has been Significant
51
3000
6000
14000
19000
Households Shoppers
Footprint size
2010 2019
2010 to 2019This is still only the best estimate based on Census and Updates
But the area has 5X more homes now than in 2010
Property and Building
-
04BUSINESS OPPORTUNITIES BONDS, RENTALS and BUILDING OPPORTUNITIES
52
500
1000
2000
2500
Bonds Rentals2010 2019
4Xmore Bonds
2 ½ X more Rentals
Growth in the area has been significant
But most still own the home with no Bond or Rent
Estimated number of homes
3% (500) have moved home in the past 12 months
47% (6,000) have renovated or renewed in the past 12 months
Property and Building
-
04BUSINESS OPPORTUNITIES Specialist Grocer / Food Store
53
Size of Market Shoppers in a month 19,000 shoppers Shopping Trips in a month – Estimated 345,000 (28,000 trips on an average weekend
day and 5,000 on an average weekday)
Money – Monthly income for all households in the area R410 million Online food and Grocery shopping – in its infancy 11% of people in 12 months (2 000 people)
Competition Tough
14
17
29
59
60
78
Clicks
Fruit & Veg…
Woolworths
Spar
Pick n Pay
Checkers% shoppers who go to each store in a month
1
5
8
29
24
32
Clicks
Fruit & Veg…
Woolworths
Spar
Pick n Pay
Checkers% Distribution of trips (345,000) in a month
Grocer
-
04BUSINESS OPPORTUNITIES 3. Marketing – Messaging and visibility
54
Your Audience – Messaging Profile of Shoppers = Profile of the area Older, stable, wealthy Healthy - Exercise weekly or more often 70% (13,000 people)Entertain at home – opportunity for specialist food 23,500 opportunities a month
Interested in Food, Cooking and Baking 18% (3,000 people)
Visibility Favorite Shopping Centre for Food and Groceries Ballito Junction 11,000 grocery shoppers
Local Paper - North Coast Courier (in a week) 15,000 grocery shoppers (6,000 read it more than once)
North Coast Courier most likely information source 11,000 grocery shoppers Give advice on Food, Cooking and Baking (spread the word) Influencers
13% (2,000 grocery shoppers)
Grocer
-
04BUSINESS OPPORTUNITIES PRIORITIES
55
Eating out, Entertaining and Alcohol
50
36
15
72
15 13
At least once amonth
Less than once amonth
Never
Eat Out
57
2716
67
1220
At least once amonth
Less than once amonth
Never
Take Out Food
4538
17
61
2513
At least once amonth
Less than once amonth
Never
Entertain at home
Ballito Small Metros
Ballito Small Metros
11
4
31
14
16
18
19
23
23
24
Nando's
Mugg &Bean
KFC
McDonald's
Debonairs
Top Take Outs in the past month
40
36
43
55
Beer or cider
Wine
Alcohol purchases for home in the past month
-
04BUSINESS OPPORTUNITIES Restaurant – Fine DiningThis excludes opportunities from holiday makers – it is based on residents
56
Size of Market Eat out in a month 14,000Eating Out occasions in a month – Estimated 28,000Number of “Fine Diners” – Eat out and are in top income brackets (R25,000 + a month) – in a month
8,000 in a month (57% of all who eat out in a month )
Number of potential “Fine Dining occasions” – Eating out occasions by those in top income brackets (R25,000 + a month) – in a month
14,600 in a month (52% of all occasions)
Approx. 500 plates a day across all restaurants
Competition Need to do an inventory of Restaurants in the area – Assume 5010 plates a day per restaurant – if all shared equally
Staying Home and getting Take Aways 6,000 / 81% of these potential ”fine diners” also buy Take Aways regularly
Fine Dining
-
04BUSINESS OPPORTUNITIES 3. Marketing – Messaging and visibility
57
Your Audience – Messaging Profile of “Fine Diners” Slightly younger, working, with partner Interested in dining out and cuisine 11% (1,000 “fine diners”)Healthy - Exercise weekly or more often 81% (6,000 “fine diners”)
Search for information online 57% (5,000 “fine diners”)
Visibility Favorite Shopping Centre for eating out Ballito Junction Tiffany’s Salt Rock
3,000 “fine diners”1,000 “fine diners”
Read the North Coast Courier (in a week) 6,000 “fine diners”(1,000 read it more than once)
Give advice on dining out and cuisine (spread the word) Influencers
7% (1,000 “fine diners”)
Fine Dining
-
04BUSINESS OPPORTUNITIES Home Appliance Store
58
Size of Market Shop for large or small appliances or home accessories 14,000 a year / 270 a week Large AppliancesSmall Appliances Home Accessories
11,000 a year / 210 a week13,000 a year / 250 a week 1,000 a year / 20 a week
Buy Online 1,000 a yearCompetition – Bricks and Mortar Tough
1 590
1 590
1 860
2 220
2 230
2 670
3 610
7 810
Hirsch'sCheckers HyperHouse & Home
ClicksHi-Fi Corporation
CheckersMakroGame
% shoppers who go to each store in a year for Large or Small Electrical Appliances
310
310
340
390
460
480
1 010
0 2000 4000 6000 8000 10000
BoardmansClicks
CheckersEdgarsGame
WoolworthsMr Price Home
shoppers who go to each store in a year for Home Accessories
Home Appliance – Retail
-
7974
68
55 5346
42
12 12
7672
62
48 46
3438
16 17
Any shoppingacross categories
Any electrical Small electricalappliances
Large Electricalappliances
Audio Visual Computer andaccessories
Furniture (includesoffice and garden)
DIY equipment orPaint
Soft furnishing orHome accessories
12
9
36
17
22
45
Hi-Fi Corporation
Makro
Game
Small or large electrical, audio visual or computers and accessories
Community Small Metros
4
7
8
6
8
9
House & Home
Independent/Specialist
retailer
Game
FurnitureIncludes office and garden
Community Small Metros
2
1
4
2
3
5
Game
Woolworths
Mr Price Home
Soft furnishings and home accessories
Community Small Metros
3
1
4
2
2
3
Cashbuild
Makro
Game
DIYEquipment or paint
Community Small Metros
Top 3 Retailers…
59
% Community Small Metros
% % % %
Online durables shopping is still in its infancy, 5% of the Community and 3% of Small
Metros have bought one or more of these home items online in the past 12 months
Ballito
Specific home categories shopped in past 12 months
SHOPPING FOR THE HOME
-
04BUSINESS OPPORTUNITIES 3. Marketing – Messaging and visibility
60
Your Audience – Messaging Profile of Shoppers = Profile of the area Older, stable, wealthy
Visibility
Favorite Shopping Centre for Home Shopping Ballito JunctionBallito Lifestyle
6,210 appliance shoppers (45% of all)2,700 appliance shoppers (20% of all)
Read the North Coast Courier (in a week) 10,250 annual / 200 weekly appliance shoppers
Use the North Coast Courier for information 12,500 annual / 240 weekly appliance shoppers
Home Appliance – Retail
-
04BUSINESS OPPORTUNITIES Beauty Services and Products
61
Size of Market Have a beauty treatments 11,000 peoplePotential number of treatments a month - estimated 10,000 a month / 2,500 a week
Competition Need to do an inventory of businesses in the area – Assume 30
80 treatments a week – if all shared equally
Audience – Mostly Female 1,500 males / 9,500 Females
Age Average age 47 – 4,500 over 50yrs old But the males are almost all 30 – 49yrs
Beauty
-
04BUSINESS OPPORTUNITIES PRIORITIES – top interests
62
10
8
21
15
14
11
13
20
15
19
11
12
14
14
14
14
17
18
19
22
Gardening
Holidays and travel
Current affairs
Real life stories
Health and fitness
Home and decor
Celebrities
Food, cooking and baking
Fashion and beauty
Community and local news
Ballito Small Metros
55%Have at least one
interest
64%
45%
Self proclaimed expert in at least
one area of interest
61%
-
04BUSINESS OPPORTUNITIES PRIORITIES
63
Pets
1
7
45
48
0
4
53
55
Other
Cats
Dogs
Have any typeof pet
10
48
8
82
Illness oraccident
Vaccinations
84% 52%
% of vet visitors who have pet insurance:
15% 5%
Pet owners have been to the vet in the past 12 months…..
Community Small Metros
Been to the vet for:
Community Small Metros%
% 63
-
27 23
3833
3043
Community Small Metros
How often do you shop for clothes in a year
Twice a year or less
3 to 4 times a year
More than 5 timesa year
47
41
37
16
16
14
14
13
11
10
Woolworths
Mr Price
Edgars
Jet
Foschini
Mr PriceSport
H & M
Truworths
Ackermans
Markhams
Top 10 Retailers
22 14
2728
48 56
Community Small Metros
How often do you shop for shoes in a year
Twice a year or less
3 to 4 times a year
More than 5 times ayear
15%
49%
Favourite Shopping Centre for clothes & shoe shopping
Bought clothes online in the past 12 months
7%
Ballito Junction
%Community Small Metros Community Small Metros
4%3%
Bought Jewellery valued at R700 or more
64
Spree / Superbalist is the top online retailer
BallitoSHOPPING FOR CLOTHES AND SHOES
-
THANK YOU
65