With retail under tremendous pressure to grow and most key nodes saturated with stores and major shopping options, SA’s townships are being seen as the only option for new stores or brand growth. NAB’s latest ROOTS survey has unlocked critical local intelligence on a market that has major buying potential.
In today’s competing market, most brands are under pressure to grow and expand. SA’s economy has lagged since 2007, and marketers are looking for new areas to extend their distribution network. Africa has been the obvious market for SA retailers and manufacturers as it holds massive growth potential. The problem is, that many marketers prefer to throw this market into one generic segment but the ROOTS survey shows key differences in these hotspots and warns marketers from ‘boxing’ these important markets into one group.
Source: John Bowles, NAB
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