Target Market of ShopRite
ShopRite is a supermarket retailer’s cooperative with locations in Connecticut, Delaware, Maryland, New Jersey, New York, and Pennsylvania. For almost 70 years, ShopRite has been the largest food retailer in New Jersey and the New York metropolitan area. Since 2011, ShopRite has been the leading food retailer in Greater Philadelphia, displacing long-time leader Acme Markets to second and third place in 2013. Wakefern was rated 17th in terms of sales among all supermarket operators in the United States as of 2011. We’ll focus on ShopRite’s Market Segmentation in this article.
Let’s look at one of Shoprite’s marketing campaigns.
Shoprite’s #ThePowerOfR5 Campaign.
Consumers are under significant strain as food prices rise dramatically, Russia’s assault on Ukraine puts supply chains under severe pressure, and gasoline and energy costs rise.
On April 8, the UN’s Food and Agriculture Organization stated that global food prices had reached a new high, jumping 12.6 per cent in a single month to the highest level ever recorded.
Shoprite is Africa’s largest fast-moving consumer goods retailer, with LSM 4 to 7, or the mass working-class market, as its target market. It is the original and leading brand of the Shoprite Holdings Group, with the most retail outlets in South Africa. The company has more than 500 stores across Africa, serving more than 20 million customers with food, household items, home appliances, and value-added services.
The #ThePowerOfR5 campaign was created with accessibility and cost in mind.
Following that, we’ll take a look at ShopRite’s communication approach.
A slogan is a memorable motto or phrase used to represent a concept or aim in a clan, political, commercial, religious, or set to convince public members or a more specified target group.
Throughout its history, Shoprite has had quite a lot of slogans. Let’s have a look at them!
What’s for Dinner? ShopRite Has the Answer! ( 1996–99; is still used on sale tags for Meats, Seafood, Delicatessen, etc. )
Always Fresh…Always for Less! ( 1999–2008 )
One Place. Your Place. ( 2008–2012 )
It Makes a Difference Where You Shop ( 2012 )
We’re All About Food. We’re All About Savings. We’re All About You. ( 2012–present )
Shoprite established a pledge to its consumers over 40 years ago to provide the best pricing on high-quality food and essential household items. This pledge is the bedrock of our company, and it has fueled our ascent to become Africa’s largest grocery store.
The Shoprite group continues to serve communities with a variety of food products, household goods, home appliances, and value-added services at the lowest possible costs, with over 500 locations and over 20 million devoted consumers throughout the continent.
Aside from offering everyday cheap costs on home items, one of our key goals has been to make shopping a pleasant and joyful experience for our millions of clients, which we have accomplished thanks to our Money Market services.
Shoprite customers may utilize this popular service to pay household bills, purchase prepaid services, send and receive money, purchase savings stamps, plan trips, and even manage their insurance. LiquorShops and MediRite Pharmacies are also available in some stores for your convenience.
In the future, the Shoprite group plans to adapt to the changing nature of the customer/brand relationship by providing you with the latest in retail innovation, convenience, quality, and affordable costs. Shoprite’s determination to be the best in retail for their customers, with the help of their winning formula over time.
Last but not least, we’ll try to figure out which market niche Shoprite has chosen to target.
We’ll do so by watching one of Shoprite’s advertisements.
So, what are the main ideas that we get from the commercial?
Visiting Shoprite has nearly become a pastime for most individuals who reside in places where a shopping mall comes with a Shoprite store since Nigerians essentially frequent the shopping centre regularly.
Shoprite has become what Walmart is to American Nigerians and South Africans. Shoprite is progressively taking over the retail market, particularly household and consumer goods.
Shoprite has sold 228,496 healthy, warm deli lunches since commencing the R5 promotion. Its Shoprite Ritebrand packet soup costs R5 per packet and have helped the Lunchbox Fund deliver over 900,000 lunches since its inception in 2019.
Since April 2016, the price of Shoprite’s 600g loaf of brown bread has been constant at R5. The shop has sold more than 200 million of these subsidized loaves in the last three years, averaging a million loaves of R5 bread every week.
Since April last year, Shoprite had sold millions of its brand individually wrapped maxi pads, which come in packs of eight, when it released “made in South Africa” R5 packs of sanitary pads.
Aside from these R5 efforts, the group’s Xtra Savings program saved customers around R2.1 billion from July to December 2020. Since the national lockdown began, it has increased its food security efforts, contributing more than R100 million surplus food to recipient organizations.
According to the spokesman, over 10 million adults and over three million children in South Africa go hungry every week, with 2.5 million adults and 600,000 children being hungry practically every day.
“These are the harsh reality of difficult economic times, aggravated by the Covid-19 epidemic, which has made it a daily battle for many in South Africa to put food on the table and purchase necessities,” they stated. “With their R5 initiative, Shoprite has stood up to aid South Africans in need, demonstrating the power of an R5 coin to offer dignity and comfort.”
Customers may also give R5 to the #ActForChange Fund, which will go straight to chosen recipient organizations with no administration costs.
Why do people go to Shoprite so frequently? Why do they enjoy shopping or purchasing items at Shoprite?
There are probably various reasons for this, and I’d like to discuss a few of the ones that come to me.
1. Shopping: I believe this is the crucial reason people visit Shoprite. They need to buy things to refill what they don’t have at home, which usually happens after payday, weekly or monthly. People choose to shop at Shoprite since they can get a wide choice of things in one location.
2. Pass time: If folks don’t have anything better to do, they may go to Shoprite merely to kill time. They may or may not shop, but they are less inclined to do so because it is not their primary reason for visiting.
3. Window shopping: Some individuals go to Shoprite only to look at things without intending to buy them right away. They look at the items and pricing and are likely to return later to shop.
4. Is there a bread factor? Shoprite has a bread factory, and they make it so fresh that there is always a huge line. I enjoy bread, but I’ve never bought it at Shoprite and don’t understand why I should have to wait in line simply for bread. People in this group are more likely to return for bread and may also purchase other items that appeal to them.
5. Price tags: Unlike what other smaller stores in Nigeria have to offer, Shoprite’s products come with price stickers/tags, but pricing at the open market is generally dependent on haggling rather than price labels. People would be more likely to believe a product’s sticker price than an arbitrary pricing system used by local retailers.
6. Beverages: Shoprite provides many drinks, ranging from canned to bottled, in singles, packs, and crates.
Target market of Shoprite
Let us attempt to comprehend the individuals that Shoprite has featured in their commercial, aside from the primary premise of the campaign. The first thing we notice about them is that they are all highly trustworthy and pleasant with others.
Those individuals appear to love every moment of their existence. They are optimists that like spending time with people and spreading their lovely sentiments. As a result, we may safely deduce that Shoprite targets Sharers.
What should we be aware of when it comes to Sharers?
Sharers are among the most trustworthy and generous people. Family comes first for them, followed by friends, and last work. They are ready to put their profession or friends on wait for the benefit of their family. They are dependable at work and the most significant experts since they do not change their obligations or working conditions.
Their professional advancement is sluggish, and there are instances when they do not advance for a lengthy time. They don’t want to violate their family values to increase their wealth.
These people are usually very person-centred, have good relationships with everyone, and have no family or friendship conflicts. They like giving financial advice and aiding people with their finances.
Several characteristics distinguish Sharers, but let us begin with their media usage.
Surprisingly, they are a group of people that are reluctant to use computers and technology. They only perceive a few benefits to utilizing the Internet (here, we might assume it is about keeping in touch with their family members or friends).
Values, Attitudes, and Lifestyle
Sharers look after the home and the parents as they care for the health and well-being of the family. At home is the best place to hang out with friends. As a result, it must be appealing, cosy, and comfy for such events. They work to better their jobs and earn money. Even though money is the best measure of success, they struggle to advance in their careers.
Sharers take pleasure in their life from their unique viewpoints. For example, they are constantly willing to change their daily routine to make it more fascinating and adventurous.
Nowadays, most individuals prefer to buy at supermarkets.
The most acceptable deal a supermarket can give its consumers is the convenience of doing all of their shopping in one place. This convenience draws more clients to these stores because it saves them time shopping. Another advantage they see is the wide range of product alternatives. The periodic discount discounts, such as seasonal deals and good drawings, are the second significant factor that makes these companies famous. Finally, most supermarkets provide consumers with a safe and secure shopping experience.
When it comes to the disadvantages, most customers believe they have fewer alternatives for product clarification. In a smaller business, there will be executives who can inform clients about the items and answer any questions they may have in a smaller company. On the other hand, most supermarkets would be unlikely to provide this alternative. The second annoyance is the billing delay during peak business hours. The parking and merchandise transfer to their respective automobiles is the final issue they encounter.
We were able to investigate Shoprite’s Marketing Segmentation in depth. We also learn about the company’s basic information and the Brand Archetype they represent, Rulers. Based on it, we created a mental image of possible clients. We learnt a lot about Shoprite’s marketing mix and how it affects its marketing approach. As a result, we can certainly state that Shoprite is deserving of its current fame and fortune.
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