What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
ROOTS 2016 identifies where the shoppers are
Shopping centres are local community hubs where people converge to meet, shop, eat and to be entertained, but which shopping centres are favoured? Are consumers willing to travel? How often do they shop?
Amongst other categories, Caxton’s ROOTS 2016 launched by SPARK Media, has provided insights into the most visited shopping centres by area in South Africa.
“For example, in Fourways, residents surveyed confirm that they shop mostly at Fourways Mall (63%) followed by Fourways Gardens (37%),” says SPARK Media CEO Gill Randall. In Soweto, Jabulani Mall (81%) and Maponya (71%) were the most frequented.
“But the picture changes on a national level,” she says. “According to ROOTS 2016 the shopping centres with the most visitors across the country are Maponya (353,000), Jabulani Mall (274 000) and Menlyn Park (238,000).”
“These retail and consumer insights are crucial for marketers and retailers looking for insights into the purchasing behaviour of their consumers at a local level,” reiterates Randall. ROOTS 2016 is South Africa’s largest urban community quantitative survey.
In Pietermaritzburg East, Midlands Mall came out tops (76%) followed by Cascades Centre (23%). In Bloemfontein, Mimosa Mall (65%) and Loch Logan Waterfront (59%) were favoured by residents.
"What these figures clearly indicate is that people shop locally,” says Randall. ”The ROOTS 2016 data provides insights into the consumer at a micro level which is key to unlocking successful marketing campaigns, and retailers can analyse the data to gain a robust overview and intimate knowledge of their shopper’s purchasing behaviour," she concludes.
Topline research results are available on www.sparkmedia.co.za.
For more information about ROOTS 2016, contact SPARK Media on 010 492 8329. Or connect on Twitter @sparkmediasa #ROOTS2016 or find us on Facebook at SPARK Media.
