Since it started out as a small chain of supermarkets in 1979, Shoprite gained valuable experience from selling to the emerging market. Today, the Shoprite chain remains the core business of the Group and its main brand. Shoprite's winning philosophy is to operate a chain of modern supermarkets where customers can be sure to pay our low prices on their basic food and household requirements.
This operational strategy put the Shoprite brand in an excellent position to expand into the African market outside of South Africa where its population has grown from one store in Lusaka, Zambia in 1995, to more than 85 stores in 16 countries today. The South African operation comprises 339 supermarkets in the Shoprite brand.
Shoprite draws its customers from the middle to lower-income consumers in the living standard measurement 4 to 7. In South Africa, Shoprite has two store formats, namely supermarkets and large-format superstores, while Shoprite Hypers are opening up outside the country:
Supermarkets: Supermarkets in the Shoprite brand sell a comprehensive range of groceries, fresh food, non-foods and small appliances. These stores vary in size between 2500m2 and 4500m2 and offer consumers a modern shopping convenience at our low prices.
Superstores: This Shoprite format offers extended ranges of basic grocery and household products, service departments and a bigger range of non-food and DIY items than the supermarkets. There is currently one Shoprite Superstore in South Africa that caters for a similar consumer market.
Hyper stores: Large-format Shoprite stores are branded Shoprite Hyper. Shoprite opened its first Shoprite Hyper in Mauritius in November 2002 and made group history by achieving the highest turnover ever recorded for a single opening day of trade. The 8000 square metre Shoprite Hyper is located in the Trianon Shopping Centre in Quatre Bornes, and apart from a wide range of quality basic food and household items at our low prices, it offers customers a wide range of merchandise from its high-tech service departments.
Service Departments: Shoprite’s in-house service departments include a bakery, deli, fish shop, wine section, meat market and Money Market. Medirite pharmacies can also be found in selected Shoprite stores.
Housebrands: As Shoprite’s house brand, Ritebrand products strive to be the cheapest product on the shelf in a particular category without compromising on quality.
Consumer Centre: The Consumer Centre at the entrance of our stores not only gives customers the opportunity to air their wishes and views, but also provides valuable information on a variety of topics through our consumer leaflets.
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