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Takealot, Superbalist, launch big shop day



In line with international trends and following on the success of Black Friday, the Takealot Group is planning a new shopping event in South Africa. It will be called The Ultimate Checkout Sale, which the Takealot Group says is the beginnings of creating a South African version of an annual shopping event similar to Amazon’s Prime Day in the USA and Singles Day in China.

“The year on year growth of Black Friday is an excellent indication of the appetite for big shopping events in SA,” says Kim Reid, Takealot Group CEO. “Internationally, annual events such as Amazon’s Prime Day, Alibaba’s Singles Day and Flipkart’s Big Billion Days highlight the demand for tailored shopping experiences in addition to great deals. 

“What makes The Ultimate Checkout different is that it is built on shopper behaviour and we are hoping to establish this as an annual event.”

The Ultimate Checkout deals are based on analysis of behaviour and trends of over 1.7-million shoppers on Takealot (online general retail) and Superbalist (fashion and homeware). This shopper-centric approach focuses on the highest-rated, most searched for, and most wish-listed products.

The Ultimate Checkout will kick off at 00:01 on 24 July and run as follows:

  • 24 July – Day 1: Deals on highest rated products
  • 25 July – Day 2: Deals on most searched for products + highest rated products
  • 26 July – Day 3: Deals on most wish-listed products + most searched for products + highest rated products

This year, Amazon’s Prime Day was the largest shopping event in Amazon history, with more than one million deals. Over the two days of Prime Day, on July 15 and 16, sales surpassed the previous Black Friday and Cyber Monday combined. Prime members purchased more than 175 million items. Top-selling deals worldwide were Echo Dot, Fire TV Stick with Alexa Voice Remote, and Fire TV Stick 4K with Alexa Voice Remote.

The Takealot Group provided fascinating statistics of shopper behaviour from July 2018 to June 2019:

  • Over 80,000 products are added to wish lists everyday
  • Over 15 million searches received each month
  • Top rated products on Takealot: Xiaomi Mi TV Box, Essence Make-up Mystery Box, Fitbit Flex 2, Dometic Fridge/Freezer Bundle, Russell Hobbs Pressure Cooker.
  • Top rated products on Superbalist: Hugo Boss Fragrance, Levi’s 501 Original Jeans, Sixth Floor Vintage Rug, Superbalist Wide Leg Dungarees, Asics Curreo II Sneakers
  • Most searched products on Takealot: DSTV Explora, Philips Wet/Dry Shaver, Huggies Gold, Montego Dog Food, Issey Miyake Pleats Please EDT
  • Most searched products on Superbalist: Nike Air Force, Fossil Watches, Vans Old Skool, Sixth Floor Iron Round Mirror, G-Star Raw T-Shirts, Adidas Stan Smith,
  • Top wish-listed items on Takealot: Seagate Portable Drive 1TB, Alva Gas Heater, Marvel’s Spider Man (PS4), The Alchemist, Nerf N-Strike Mega Doublebreach.
  • Top wish-listed items on Superbalist: Cotton On Mini Dress, Missguided Square Neck Dress, Calvin Klein CK Truth Fragrance, Fujifilm Instax Mini


Millennials turning 40: NOW will you stop targeting them?

It’s one of the most overused terms in youth marketing, and probably the most inaccurate, writes ARTHUR GOLDSTUCK



One of the most irritating buzzwords embraced by marketers in recent years is the term “millennial”. Most are clueless about its true meaning, and use it as a supposedly cool synonym for “young adults”. The flaw in this targeting – and the word “flaw” here is like calling the Grand Canyon a trench – is that it utterly ignores the meaning of the term. “Millennials” are formally defined as anyone born from 1980 to 2000, meaning they have typically come of age after the dawn of the millennium, or during the 21st century.

Think about that for a moment. Next year, the millennial will be formally defined as anyone aged from 20 to 40. So here you have an entire advertising, marketing and public relations industry hanging onto a cool definition, while in effect arguing that 40-year-olds are youths who want the same thing as newly-minted university graduates or job entrants.

When the communications industry discovers just how embarrassing its glib use of the term really is, it will no doubt pivot – millennial-speak for “changing your business model when it proves to be a disaster, but you still appear to be cool” – to the next big thing in generational theory.

That next big thing is currently Generation Z, or people born after the turn of the century. It’s very convenient to lump them all together and claim they have a different set of values and expectations to those who went before. Allegedly, they are engaged in a quest for experience, compared to millennials – the 19-year-olds and 39-olds alike – supposedly all on a quest for relevance.

In reality, all are part of Generation #, latching onto the latest hashtag trend that sweeps social media, desperate to go viral if they are producers of social content, desperate to have caught onto the trend before their peers.

The irony is that marketers’ quest for cutting edge target markets is, in reality, a hangover from the days when there was no such thing as generational theory, and marketing was all about clearly defined target markets. In the era of big data and mass personalization, that idea seems rather quaint.

Indeed, according to Grant Lapping, managing director of DataCore Media, it no longer matters who brands think their target market is.

“The reason for this is simple: with the technology and data digital marketers have access to today, we no longer need to limit our potential target audience to a set of personas or segments derived through customer research. While this type of customer segmentation was – and remains – important for engagements across traditional above-the-line engagements in mass media, digital marketing gives us the tools we need to target customers on a far more granular and personalised level.

“Where customer research gives us an indication of who the audience is, data can tell us exactly what they want and how they may behave.”

Netflix, he points out, is an example of a company that is changing its industry by avoiding audience segmentation, once the holy grail of entertainment.

In other words, it understands that 20-year-olds and 40-year-olds are very different – but so is everyone in between.

* Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Follow him on Twitter and Instagram on @art2gee

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Robots coming to IFA



Robotics is no longer about mechanical humanoids, but rather becoming an interface between man and machine. That is a key message being delivered at next month’s IFA consumer electronics expo in Berlin. An entire hall will be devoted to IFA Next, which will not only offer a look into the future, but also show what form it will take.

The concepts are as varied as the exhibitors themselves. However, there are similarities in the various products, some more human than others, in the fascinating ways in which they establish a link between fun, learning and programming. In many cases, they are aimed at children and young people.

The following will be among the exhibitors making Hall 26 a must-visit:

Leju Robotics (Stand 115) from China is featuring what we all imagine a robot to be. The bipedal Aelos 1s can walk, dance and play football. And in carrying out all these actions it responds to spoken commands. But it also challenges young researchers to apply their creativity in programming it and teaching it new actions. And conversely, it also imparts scholastic knowledge.

Cubroid (Stand 231, KIRIA) from Korea starts off by promoting an independent approach to the way it deals with tasks. Multi-functional cubes, glowing as they play music, or equipped with a tiny rotating motor, join together like Lego pieces. Configuration and programming are thus combined, providing a basic idea of what constitutes artificial intelligence.

Spain is represented by Ebotics (Stand 218). This company is presenting an entire portfolio of building components, including the “Mint” educational program. The modular system explains about modern construction, programming and the entire field of robotics.

Elematec Corporation (Stand 208) from Japan is presenting the two-armed SCARA, which is not intended to deal with any tasks, but in particular to assist people with their work.

Everybot (Stand 231, KIRIA) from Japan approaches the concept of robotics by introducing an autonomous floor-cleaning machine, similar to a robot vacuum cleaner.

And Segway (Stand 222) is using a number of products to explain the modern approach to battery-powered locomotion.

IFA will take place at the Berlin Exhibition Grounds (ExpoCenter City) from 6 to 11 September 2019. For more information, visit

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