History Of Checkers In South Africa.
Darren Fox
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The History of Checkers Retail Store in South Africa
Early Beginnings and Foundation
Checkers is a prominent retail chain in South Africa, known for its supermarkets that cater to a wide range of consumers, offering a variety of groceries, household items, and general merchandise. The story of Checkers begins in the mid-20th century, amidst the rapidly changing economic and social landscape of South Africa.
The origins of Checkers can be traced back to 1956 when a small group of entrepreneurs, including Norman Herber and Norman Feinberg, identified a growing demand for modern retail solutions in South Africa. They founded Checkers in Johannesburg as a single supermarket, with the aim of providing high-quality goods at competitive prices. The store's name, "Checkers," was inspired by the strategic nature of the game, reflecting the founders' ambition to strategically position the brand within the retail sector.
Growth and Expansion
The early success of Checkers was driven by its commitment to customer satisfaction, competitive pricing, and an understanding of the local market's needs. By the 1960s, Checkers began to expand its footprint beyond Johannesburg, opening additional stores in other major cities across South Africa. This period of growth was marked by an increasing focus on providing a broad range of products, from fresh produce to household essentials, which helped the brand establish itself as a household name.
In 1967, Checkers took a significant step towards becoming a major player in the retail sector by merging with Greatermans, a well-established department store chain. This merger allowed Checkers to leverage Greatermans' resources and infrastructure, leading to further expansion and the establishment of a more extensive retail network across the country.
Acquisition by the Shoprite Group
The 1970s and 1980s were transformative decades for Checkers. In 1979, the company faced financial difficulties due to intense competition and economic challenges. This led to its acquisition by the Shoprite Group, a rapidly growing retail conglomerate founded by Christo Wiese. The Shoprite Group saw the acquisition of Checkers as an opportunity to expand its presence in the South African market and to create a dual-brand strategy, where Checkers would complement the existing Shoprite brand.
Under the ownership of the Shoprite Group, Checkers underwent significant restructuring and modernization. The new management focused on revamping the stores, improving the product offerings, and enhancing customer service. The dual-brand strategy allowed Checkers to target a more affluent market segment, while Shoprite continued to serve the broader mass market.
Checkers Hyper and Diversification
In the 1980s, Checkers introduced the concept of "Checkers Hyper" stores. These large-format stores were designed to offer an even wider range of products, including general merchandise, electronics, and clothing, in addition to groceries. The first Checkers Hyper store opened in Sandton in 1984, and it quickly became a popular shopping destination for consumers seeking convenience and variety under one roof.
The success of Checkers Hyper stores further solidified the brand's position in the South African retail market. The concept was expanded to other major cities, and the Checkers Hyper format became a key part of the company's growth strategy.
Modern Era and Innovation
As South Africa transitioned to democracy in the 1990s, Checkers continued to evolve to meet the changing needs of consumers. The retail landscape became increasingly competitive, with the entry of international brands and the rise of new shopping formats. In response, Checkers invested in modernizing its stores, incorporating new technologies, and enhancing the overall shopping experience.
In the 2000s, Checkers introduced several innovative concepts to differentiate itself from competitors. One of the most notable innovations was the launch of Checkers' premium private label brand, "Checkers Housebrand," which offered high-quality products at affordable prices. The brand also focused on fresh produce and the introduction of in-store bakeries, delis, and butcheries, which became key selling points.
In recent years, Checkers has embraced digital transformation, launching online shopping platforms and introducing the "Sixty60" delivery service, which promises delivery within 60 minutes. This service has been particularly popular in urban areas, where convenience and speed are highly valued by consumers.
Corporate Social Responsibility and Community Engagement
Checkers has also made significant strides in corporate social responsibility (CSR) and community engagement. The company has been involved in various initiatives aimed at supporting local communities, promoting sustainable practices, and addressing social issues. These efforts include supporting local farmers, reducing plastic waste, and participating in food donation programs.
Checkers has also been a supporter of local businesses and suppliers, helping to promote South African products and contributing to the growth of the local economy.
Challenges and Future Prospects
Like many retailers, Checkers has faced challenges over the years, including economic downturns, changing consumer preferences, and increasing competition. However, the brand has consistently adapted to these challenges by innovating and staying attuned to market trends.
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Looking to the future, Checkers aims to continue its growth trajectory by expanding its online presence, further enhancing the in-store experience, and continuing to focus on customer satisfaction. The company's commitment to quality, value, and innovation positions it well for future success in South Africa's dynamic retail landscape.
Checkers has recently ventured into the fashion industry with the launch of its new clothing brand, UNIQ. This brand is designed to offer stylish, affordable, and quality clothing for the whole family, aligning with Checkers' commitment to providing value to its customers.
UNIQ clothing by Checkers was the first local retailer to introduce the superior-quality Pima cotton, SUPIMA, to the mass market. This season, the brand adds another superb material to its collection - 100% Merino wool - which is softer and more refined than regular wool. Its fine fibres are gentle to the touch, lightweight but warm, and will not irritate the skin.
The new collection consists of comfy knitwear, durable outerwear and an extensive range of tees that can be layered with wardrobe favourites to create stunning chilly-weather outfits for the entire family:?
Store footprint today
Checkers have expanded their offering, and today boasts more than 650 stores in Southern Africa, trading under different brand offerings. These stores include various format grocery stores and supermarkets, large-format hypermarkets, and specialist stores. As at July 2024, Checkers has the following number of stores, as it continues to expand this footprint:
Checkers: 289
Checkers Foods: 9
Checkers Hyper: 338
Checkers LiquorShop: 287
Checkers Little Me: 12
Checkers Outdoor: 22
Checkers Uniq: 20
Conclusion
Checkers has a rich history that reflects the broader economic and social changes in South Africa over the past several decades. From its humble beginnings as a single supermarket in Johannesburg, Checkers has grown into one of the country's leading retail chains, known for its wide range of products, innovative approaches, and commitment to customer service. As it continues to evolve, Checkers remains a vital part of South Africa's retail industry, contributing to the nation's economy and serving the needs of millions of consumers.
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