RCS

Pioneering media innovation in Africa
42% OF THE TOTAL POPULATION WITH A RETAIL STORE CARD ARE BLACK IN THE
LSM 6-8 SEGMENT
Source: AMPS Jan – Dec 2013
4,532,000
3,047,000
1,897,000
Have Retail Store
Card
Black who have
Retail Store Card
Black, LSM 6-8
who have Retail
Store Card

000s
• 1,414,000 of the Black population
who have a retail store card
accessed the internet in the past 4
weeks.
• 861,000 of the Black population in
LSM 6-8 who have a retail store
card have accessed the internet in
the past 4 weeks, 45% of the total
segment.
• The Black, LSM 6-8 segment with a
retail store card are 52% more
likely to access the internet.
• This stipulates a viable market to
target as there is sufficient internet
usage amongst Black, LSM 6-8 who
have retail store card.
93
861
460
Accessed the Internet (P4W)
B, LSM 1-5, RC
B, LSM 6-8, RC
B, LSM 9-10, RC
61% OF THE TOTAL BLACK, WHO HAVE A RETAIL STORE CARD AND HAVE
ACCESSED THE INTERNET (P4W) ARE IN LSM 6-8

56% OF THE TOTAL BLACK, LSM 6-8 WITH A RETAIL STORE CARD WHO
ACCESSED THE INTERNET (P4W) ARE WOMEN
51%49%
Black, LSM 1-5, Retail Store
Card, Internet (P4W)
Men
Women
47%
53%
Men
Women
38%
62%
Men
Women
44%
56%
Black, Retail Store Card,
Internet (P4W)
Men
Women
• Black population who have a retail store card who access the
internet (P4W) are skewed towards women.
• 789,000 Black women who have retail store cards accessed the
internet in the past 4 weeks, 58% of them are in the LSM 6-8
segment.
• This market is viable for brands to target and the media strategy
should include women dominated platforms.

46% OF THE TOTAL BLACK, WITH A RETAIL STORE CARD WHO ACCESSED THE
INTERNET (P4W) ARE IN THE 25-34 AGE GROUP
• Black population who have a retail store card who access the internet (P4W) are
skewed towards the 25-34 age group.
• 428,000 of Black LSM 6-8 with retail store cards accessed the internet p4w. These are
the middle aged group who love fashion, trends and are digitally savvy. A strong
market that will influence campaign communication style and tone.
0
100
200
300
400
500
600
700
15-24 25-34 35-49 50+
22
56
16 0
148
428
239
4642
171 190
56
211
656
445
102
B, LSM 1-5, RC, I(P4W)
B, LSM 9-10, RC, I(P4W)
B, RC, I(P4W)
000s

1,092,000 OF THE BLACK, LSM 6-8, WITH A RETAIL STORE CARD WHO
ACCESSED THE INTERNET (P4W) BOUGHT WOMEN’S & CHILDERN CLOTHING
• The Black, LSM 6-8, who have retail store card and have accessed the internet in the
p4w are 65% more likely to purchase children clothing.
• This further validates that Black market in LSM 6-8 who have retail store card are
predominantly women. A media strategy should include all4women .co.za as it’s the
number one women site in South Africa.
Index (+ 100) = % more
likely (-100) = & less likely
0.0 100.0 200.0 300.0 400.0 500.0 600.0 700.0 800.0
B, LSM 8-10, RC, I(P4W)
B, RC, I(P4W)
150.0
165.4
166.7
164.8
Type of Clothing (P3M)
Women Inner Clothing Items P3M Women's Outer Clothing Items P3M
Children's Clothing Items Exc small items P3M Men's Clothing Items exc small items P3M
Sport Clothing P3M

32% OF THE BLACK, LSM 6-8, WITH A RETAIL STORE CARD WHO ACCESSED THE
INTERNET (P4W) ARE LOYAL TO WELL-KNOWN BRANDS
• 545,000 of the market profile mentioned above are not loyal to well know brands,
this creates an opportunity for RCS to convert them to using their card services.
0
50
100
150
200
250
300
350
400
450
500
Advertising is a
useful source of
info about
where products
can be bought -
very true
Advertising tells
about benefits
of products and
services -
strongly agree
It is worth
paying a higher
price for a brand
- very true
I am loyal to wel
known brands
and shops that I
know and trust -
strongly agree
Shopping iS a
pleasure -
strongly agree
477
327 323 316
249
B, L 6-8, RC, I (P4W)
000s

279,000 OF THE BLACK, LSM 6-8, WITH A RETAIL STORE CARD WHO ACCESSED
THE INTERNET (P4W) SHOP AT EDGARS FOR CLOTHING
• Edgars have 32% of the Black, LSM 6-8, who have retail store card and have
accessed the internet in the p4w.
• RCS should run digital campaigns to convince this market to use their card than
retail outlet card.
279
207
176 155 134 122 102
72
46 36 32 30 29 19 19 16 12 11 9 8
0
50
100
150
200
250
300
B, L 6-8, RC, I(P4W)
000s

KEY TAKE-OUTS
So what?
 3,047,000 Black have a retail store card. 46% (n=1,414,000) of them have accessed the internet in the past 4
weeks(P4W).
 61% of the total Black who have retail store card and accessed the internet in the p4w are in LSM 6-8. A viable
market to target with sufficient access to the internet.
 789,000 Black women who have retail store cards accessed the internet in the p4w, 58% of them are in the LSM
6-8 segment.
 This segment is skewed towards women and viable for brands to use media platforms that target black women
in LSM 6-8.
 25-34 is the main age group. 428,000 are in this profile market. Middle aged who love fashion, trends and are
digitally savvy. Influences campaign communication style and tone.

KEY TAKE-OUTS
So what?
 65% more likely to purchase children clothing. Further shows women skew.
 545,000 are not loyal to shops, an opportunity for RCS to convert them to using their services.
 Black who have a retail store card with internet access and are in LSM 6-8, bought clothing from Edgars most in
the past 3 months (P3M). Edgars has 32% share of this market.
 RCS should run digital campaigns to convince this market to use their card services than retail store cards. A
media strategy should include all4women .co.za as it’s the number one women site in South Africa.

THANK YOU

RCS

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