Pick n Pay Namibia has ruled out plans to launch an additional supermarket brand in the country to cater for middle-income market consumers due to market size and cost implications.
This comes as the regional supermarket chain recently launched its QualiSave brand in South Africa as part of the retailer’s strategy to split its stores into two brands, with the original Pick n Pay serving more affluent customers.
“Pick n Pay Namibia do not intend to launch a new brand soon for the Namibian Market. We are aware of the South African strategy but do not intend to follow it, given the size of our market and the cost entailed in managing two separate brands,” Pick n Pay Namibia Managing Director Graeme Mouton told The Brief.
In South Africa, the retail group engaged in an enormous amount of research to understand exactly what customers want and need, interviewing more than 7,000 people in October and November 2021, as well as large scale data accumulation and interpretation of product sales and trends.
Meanwhile, Mouton said Pick n Pay was also looking at how to exploit the prospects presented by online sales and groceries delivery in Namibia.
“We believe there is still a significant opportunity and will continue to explore and build the online market,” Mouton said.
This comes as the Ohlthaver and List (O&L) Group-owned retailer is venturing into the convenience retail space with two Pick n Pay Express stores planned for 2022 as it seeks to evolve and cater for increased customers’ needs amid increased competition in the segment with Spar having partnered Shell in its convenience store rollout in Namibia, while OK Stores joined forces with Puma Energy Namibia to open 12 new OK Express stores across the country.
Pick n Pay Namibia currently operates 21 retail stores across Namibia and employs over 1,700 employees.
