RCS

Presented by: Nkateko Mongwe

Pioneering media innovation in Africa

42% OF THE TOTAL POPULATION WITH A RETAIL STORE CARD ARE BLACK IN THE

LSM 6-8 SEGMENT

Source: AMPS Jan – Dec 2013

4,532,000

3,047,000

1,897,000

Have Retail Store Card

Black who have Retail Store Card

Black, LSM 6-8 who have Retail Store Card



000s

• 1,414,000 of the Black population

who have a retail store card accessed the internet in the past 4 weeks.

• 861,000 of the Black population in LSM 6-8 who have a retail store card have accessed the internet in the past 4 weeks, 45% of the total segment.

• The Black, LSM 6-8 segment with a retail store card are 52% more likely to access the internet.

• This stipulates a viable market to target as there is sufficient internet usage amongst Black, LSM 6-8 who have retail store card.

93

861

460

Accessed the Internet (P4W)

B, LSM 1-5, RC

B, LSM 6-8, RC

B, LSM 9-10, RC

61% OF THE TOTAL BLACK, WHO HAVE A RETAIL STORE CARD AND HAVE

ACCESSED THE INTERNET (P4W) ARE IN LSM 6-8



56% OF THE TOTAL BLACK, LSM 6-8 WITH A RETAIL STORE CARD WHO

ACCESSED THE INTERNET (P4W) ARE WOMEN

51% 49%

Black, LSM 1-5, Retail Store Card, Internet (P4W)

Men

Women

47%

53%


Men

Women

38%

62%


Men

Women

44%

56%

Black, Retail Store Card, Internet (P4W)

Men

Women

• Black population who have a retail store card who access the internet (P4W) are skewed towards women.

• 789,000 Black women who have retail store cards accessed the internet in the past 4 weeks, 58% of them are in the LSM 6-8 segment.

• This market is viable for brands to target and the media strategy should include women dominated platforms.



46% OF THE TOTAL BLACK, WITH A RETAIL STORE CARD WHO ACCESSED THE

INTERNET (P4W) ARE IN THE 25-34 AGE GROUP

• Black population who have a retail store card who access the internet (P4W) are skewed towards the 25-34 age group.

• 428,000 of Black LSM 6-8 with retail store cards accessed the internet p4w. These are the middle aged group who love fashion, trends and are digitally savvy. A strong market that will influence campaign communication style and tone.

0

100

200

300

400

500

600

700

15-24 25-34 35-49 50+

22 56

16 0

148

428

239

46 42

171 190

56

211

656

445

102

B, LSM 1-5, RC, I(P4W)


B, LSM 9-10, RC, I(P4W)

B, RC, I(P4W)

000s



1,092,000 OF THE BLACK, LSM 6-8, WITH A RETAIL STORE CARD WHO

ACCESSED THE INTERNET (P4W) BOUGHT WOMEN’S & CHILDERN CLOTHING

• The Black, LSM 6-8, who have retail store card and have accessed the internet in the p4w are 65% more likely to purchase children clothing.

• This further validates that Black market in LSM 6-8 who have retail store card are predominantly women. A media strategy should include all4women .co.za as it’s the number one women site in South Africa.

Index (+ 100) = % more likely (-100) = & less likely

0.0 100.0 200.0 300.0 400.0 500.0 600.0 700.0 800.0



B, LSM 8-10, RC, I(P4W)

B, RC, I(P4W)

150.0 165.4

166.7 164.8

Type of Clothing (P3M)

Women Inner Clothing Items P3M Women's Outer Clothing Items P3M

Children's Clothing Items Exc small items P3M Men's Clothing Items exc small items P3M

Sport Clothing P3M



32% OF THE BLACK, LSM 6-8, WITH A RETAIL STORE CARD WHO ACCESSED THE

INTERNET (P4W) ARE LOYAL TO WELL-KNOWN BRANDS

• 545,000 of the market profile mentioned above are not loyal to well know brands, this creates an opportunity for RCS to convert them to using their card services.

0 50

100 150 200 250 300 350 400 450 500

Advertising is a useful source of

info about where products can be bought -

very true

Advertising tells about benefits

of products and services -

strongly agree

It is worth paying a higher

price for a brand - very true

I am loyal to wel known brands

and shops that I know and trust -

strongly agree

Shopping iS a pleasure -

strongly agree

477

327 323 316 249

B, L 6-8, RC, I (P4W)

000s



279,000 OF THE BLACK, LSM 6-8, WITH A RETAIL STORE CARD WHO ACCESSED

THE INTERNET (P4W) SHOP AT EDGARS FOR CLOTHING

• Edgars have 32% of the Black, LSM 6-8, who have retail store card and have accessed the internet in the p4w.

• RCS should run digital campaigns to convince this market to use their card than retail outlet card.

279

207 176 155 134 122 102

72 46 36 32 30 29 19 19 16 12 11 9 8

0 50

100 150 200 250 300

B, L 6-8, RC, I(P4W)

000s



KEY TAKE-OUTS

So what? 3,047,000 Black have a retail store card. 46% (n=1,414,000) of them have accessed the internet in the past 4

weeks(P4W).

61% of the total Black who have retail store card and accessed the internet in the p4w are in LSM 6-8. A viable market to target with sufficient access to the internet.

789,000 Black women who have retail store cards accessed the internet in the p4w, 58% of them are in the LSM 6-8 segment.

This segment is skewed towards women and viable for brands to use media platforms that target black women in LSM 6-8.

25-34 is the main age group. 428,000 are in this profile market. Middle aged who love fashion, trends and are digitally savvy. Influences campaign communication style and tone.



KEY TAKE-OUTS

So what? 65% more likely to purchase children clothing. Further shows women skew.

545,000 are not loyal to shops, an opportunity for RCS to convert them to using their services.

Black who have a retail store card with internet access and are in LSM 6-8, bought clothing from Edgars most in

the past 3 months (P3M). Edgars has 32% share of this market.

RCS should run digital campaigns to convince this market to use their card services than retail store cards. A media strategy should include all4women .co.za as it’s the number one women site in South Africa.


THANK YOU

RCS

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