Fulfilling our purpose by putting our customers first

We serve millions of customers from all walks of life, and strive to make every shopping experience a memorable and affordable one. Our success depends on our ability to recognise and meet the everyday demands of our customers. To do this, we make it a priority to provide quality products and services at affordable prices through our wide store network and digital platforms.

We remain committed to our customers by:

  • Doing our best to keep costs as low as possible
  • Addressing their needs with new products and services
  • Giving back through Xtra Savings rewards and community programmes

Remaining true to our promise

Relentlessly focusing on understanding and addressing our customers' needs goes beyond the need for products and services. It includes how and where these are sourced, brought to point of sale with an environmental consciousness, customers' needs in respect of delivery channels, speed, efficiency and tailor-made marketing. Customer centricity, brand reputation and hence brand loyalty and sustainable enterprise value can be created only​ through a holistic approach.​

Our affordable food promise

In all that we do, we focus on managing costs in benefit of our customers. Our centralised distribution network, long-standing supplier relationships and bulk-buying power enable us to provide products at the lowest prices and, thereby, keep our affordability promise.

To live out our purpose of helping where possible and supporting the communities in which we operate, we also subsidise essential items like Shoprite’s in-house loaf of brown bread, sanitary pads, and hearty meals at Shoprite’s deli counters.

A Shoprite employee holdings freshly baked bread

meal 204.8 million R5 deli meals


bread 416.8 million bread loaves



Helping our customers live more sustainably 

We acknowledge our role in reducing our environmental impact as it directly and indirectly impacts our business, as well as the communities in which we operate.  

Our position statements clarify our stance on and commitment to sustainability-related matters, and as a member of the WWF-SASSI Retailer / Supplier Participation Scheme we work to meet our Sustainable Seafood commitments. 

Adding value through innovation

One way in which we’re working towards becoming a more customer-centric business is by embracing innovation. Learn more about some of the revolutionary ideas we’ve come up with.

Fair treatment is a matter of principle, not compliance and we value your feedback

We support the United Nations International Guidelines for Consumer Protection, uphold the Consumer Goods and Services Industry Code and participate in the Ombud Scheme. We use these codes and guidelines as minimum standards for our internal policies.

We measure our success against our ability to give our customers what they expect. Should you have any queries or comments, please contact the relevant brand:

The  Consumer Goods and Services Ombud (CGSO)  reinforces the Consumer Goods and Services Industry Code of Conduct in line with the Consumer Protection Act and deals with customer complaints and allegations free of charge. 

We are a proud member of this scheme as we strive to provide unrivalled services and quality products to consumers.  

CGSO member logo