Game leads in promotional pricing by being 8% less expensive than competitors – report shows
This weekly research report, conducted by Massmart, results in valuable insights into the price gap between Game and its competitors.
As South African consumers grapple with constrained budgets, Massmart’s Game Weekly Market Price Position Report – which conducts weekly research into the prices on goods across several South African retailers – found that Game is leading the way on the price of promotional items, outweighing its competitors by 8.54%.
With this week’s petrol increase dishing yet another blow for South Africans who are struggling to make ends meet, promotional pricing becomes increasingly important as more South Africans look to save on their needs. A Game price perception survey carried out in April this year found that 50% of respondents were prioritising bargain hunting more than ever before, while 75% said they were looking to save wherever they could – no matter the discount offered.
There is a common perception that petrol price hikes lead to product price increases across retailers, but big box retailers, like Game, are able to negotiate and secure the best possible deals with their suppliers upfront – meaning they are able to offer stable pricing across categories despite external factors. These retailers also offer the customer a more convenient shopping experience, as they stock multiple products under several categories – ultimately saving the consumer both time and money.
The number of South Africans comparing prices across retailers is also likely to rise, as the consumer budget is stretched further than ever – making competitive pricing more important than ever for retailers in maintaining market share. In April, 75% of respondents saw the value in comparing prices on items across retailers to receive 10% back on the difference, with Game’s Price Beat Promise, for example.
About Massmart’s Game Weekly Market Price Perception Report
This weekly research report, conducted by Massmart, results in valuable insights into the price gap between Game and its competitors. The report compares prices on electronics, essentials, and lifestyle goods across several South African retailers – including Game and its competitors within these categories. The results speak to both total price position and promotion price position.
About Game’s Price Beat Promise
Game launched its Price Beat Promise in 1970, as part of its commitment to offering its customers unbeatable prices on every item over the last 51 years.
If you’re shopping for something specific and find it cheaper elsewhere, let us know by bringing the leaflet showing the cheaper price into one of our 120 stores across the country, and we will beat that price by 10% on the difference. If you’ve purchased any item from Game and within 21 days find the identical product at a competitor for less, bring us the competitor leaflet valid at time of price-beat request and we will refund you 10% on the difference. As of May 2021, the Price Beat Promise is also redeemable as an after-sales service for purchases made online. Customers who have purchased items online within the last 21 days can email a screenshot or link to the cheaper item to service@game.co.za, along with their order number. They will then be eligible for a refund of the difference between prices, plus 10% on the difference.
About Game Stores
Game is a trusted brand with a 50-year heritage of delivering the best value on quality merchandise for African consumers, through its 121 stores in South Africa and 28 throughout the rest of Africa. Since its inception in 1970, Game has been focused on providing our customers with unbeatable prices, which is reinforced through our Price Beat Promise. Game continues to leverage Walmart and Massmart’s strong supplier relationships to secure the best deals for our customers.
