Marketing research not always on the money
The results from the 2008 Avusa Retails Awards for online retailers is somewhat mind boggling (score in brackets):
1 - eBucks (2.8)
2 - Kalahari.net (1.5)
3 - Amazon.com (1.3)
4 - Ebay (0.9)
5 - Interflora (0.6)
6 - Bid or Buy (0.3)
7 - Loot (0.2)
Surely the above is not representative of the online retailing landscape in South Africa? Which begs the question, how was this specific section researched by Ipsos-Markinor?
According to Click.co.za, there are some 800 odd online shopping sites operating from within South Africa (the assumption is that international sites such as Amazon and Ebay are not included in that list) - a comprehensive list of online shops in South Africa can be found at Jump.co.za.
To put the e-Retailers list in perspective:
- the maximum score ranges from 2.5 - 28.4 across all categories;
- most other categories list the top 10 results (with the lowest score 0.1), only 7 online retailers were listed here; and
- the 29 categories include baby stores, banks, airlines, fast food outlets and car dealerships, to name but a few.
