The awards, running for a second year, have been expanded beyond Gauteng to include national consumer opinions. The gala awards ceremony will be held at the Northgate Ice Rink in Johannesburg on October 8.
To establish who consumers' top retailers are, The Times and Sowetan commissioned TNS Research Surveys to conduct quantifiable research across the country. To get the results for the awards, 3500 adults covering both metro and non-metro areas were interviewed face-to face in their homes.
“The awards were established to recognise innovation and growth within the retail sector and this year, a new research partner, TNS Research Surveys was appointed and this has enabled a complete make-over of the study, to align it with the new emphasis worldwide that specialist stores also form an integral part of the consumers' shopping experience,” says Enver Groenewald, Avusa Media general manager for advertising revenue and strategic communications.
From the research conducted, a retailer can be a winner in one of three situations; if it is big and rated above average by both its users and its non-users, if it is truly big but perhaps only rated as average by its users and non-users and finally if it is smaller but very well loved by its users and is inspirational amongst its non-users.
This year the number of categories has increased considerably resulting from previously large categories being split into more tightly defined groupings that better represent competitive sets. The categories total to 31 ranging from shoe stores, furniture stores to jewellery stores. New categories include the Retail Grand Prix Award and the Overall Retail Experience Award. Other additions include Western Cape and KwaZulu-Natal shopping centres and family sit-down restaurants.
“The survey gives retailers the opportunity to review their entire shopper environment and shopper experience in an effort to differentiate themselves from competitors,” says Neil Higgs, director for innovation and development at TNS Research Surveys.
Retailers will not be the only ones with an opportunity to shine at the awards. A lucky advertiser can enter the grand prize draw where they stand a chance to be the night's winner of R50 000 worth of shopping vouchers, so it will be shopping galore this festive season. To stand a chance to win, advertisers simply need to look out for the weekly mailer or visit www.pushprint.co.za.
