New publication targets retail mass market

10 Jun 2010

"Neither a newspaper, magazine nor knock 'n drop product, Shopper's Friend is a retail tabloid, featuring interactive fun, games and competitions catering for all members of the family," says Jacques Coetzee, GM Shopper's Friend.

He says that by questioning the current media and distribution offering available for mass loose insert distribution and conducting extensive consumer research - various weaknesses and opportunities were identified - and the Shopper's Friend was born.

"For the first time, innovative value added services are bundled together with printing and distribution, bringing to the market a media product clearly differentiated from traditional leaflet distributing offerings," he adds. The publication has a total distribution of 2 040 000 households in Gauteng.

Uniquely aimed at the consumer and bringing convenience, choice and savings directly to the home in a fun and entertaining way, the publication maximises reach, all important for the mass market retailer, and is reaching 94% of income in Gauteng, based on AMPS 2009. Reportedly, this is approximately 20% better than the closest competitor.

Reaching gated communities

"The increasing number of gated communities is a challenge for the typical newspaper and leaflet distribution companies as access is denied. Leaving bundles of newspapers, and expensive inserts, at the gate does not guarantee it will reach the household," he says. "To ensure that these affluent clients receive our product and the advertisers' loose insert, the publication has contracted with the SA Post Office to insert our product weekly in post office boxes serving the gated communities."

Most retailers have clearly defined geographic areas that they target, a factor that has taken into account with 94 pockets that clients can select, providing fine targeting. Each pocket has been profiled in terms of a range of criteria and this information is made available to clients so they can implement cleverly targeted marketing campaigns.

"The publication offers all the benefits of brand recognition, frequency and much more, delivering better reach, better penetration, better targeting, better consumer interaction and better value - all of which add up to the best deal for the retailer," he concludes.