Leveraging Digital Innovation – The Strategic Roll-Out of Shoprite Sixty60 Following Checkers Sixty60’s Success

In November 2019, the Shoprite Group made a significant foray into the digital retail space with the launch of Checkers Sixty60, South Africa’s first 60-minute grocery delivery service. Originally developed as a response to evolving consumer expectations and the increasing need for convenience, Checkers Sixty60 became a runaway success. The service saw rapid adoption, especially amidst the Covid-19 pandemic, which accelerated the demand for contactless shopping solutions. Features like real-time order tracking, seamless user interface, curated product suggestions, and loyalty rewards contributed to over 800,000 app downloads within a year. It received multiple awards, solidifying its role as a benchmark for retail innovation in the region.

Encouraged by the positive reception of Checkers Sixty60, the Shoprite Group introduced Shoprite Sixty60 in March 2025, extending its digital capabilities to a broader demographic. Unlike Checkers, which targets middle-to-upper-income consumers seeking premium offerings, Shoprite Sixty60 caters primarily to value-driven customers in lower-to-middle-income brackets. This service was launched after a successful pilot phase in Gauteng and the Western Cape and is now available in 19 Shoprite stores across eight provinces.

The marketing strategy for Shoprite Sixty60 is deeply rooted in accessibility and affordability. By emphasising low prices and fast delivery, the platform aims to bridge the digital divide and make e­ commerce a viable option for a broader segment of the population. Its value proposition, which is, “Same low prices, same instant savings, delivered to your door in 60 minutes,” is prominently featured across all promotional platforms, including social media, in-app messaging, and in-store advertising. The use of data analytics also allows for hyper-personalised marketing, with users receiving targeted promotions based on their shopping habits.

Shoprite Sixty60’s marketing efforts are integrated into the group’s broader digital transformation strategy. The brand leverages the trust and familiarity of Shoprite, South Africa’s largest supermarket chain, to gain rapid consumer acceptance. Moreover, the service’s compatibility with the existing Xtra Savings loyalty programme allows customers to receive discounts and earn rewards, increasing app engagement and customer retention.

By democratising access to online grocery shopping, Shoprite Sixty60 is not just a digital extension of a brick-and-mortar chain, it is a bold step toward inclusive retail innovation. Its rollout demonstrates how established brands can pivot to meet the needs of a dynamic market while maintaining their core value propositions of affordability and convenience.

References and further reading:

• Shoprite Holdings. (2020, October 30). Checkers Sixty60 wins at MTN Business App of the Year Awards. https://www.shopriteholdings.co.za/contenUshopriteholdings/en/articles/Newsroom/2020/checkers-sixty60-wins­  at-mtn-business-app-of-the-year-awards.html (accessed May 9, 2025).
• Shoprite Holdings.(2025, March 4). Shoprite customers can now also Sixty60 as digital adoption grows in SA. https://www.shopriteholdings.co.za/newsroom/2025/shoprite-sixty60.html (accessed May 9, 2025).
• Reuters.(2024, July 30). South African grocery retailer Shoprite’s annual sales jump 12%. https://www.reuters.com/business/retail-consumer/retailer-shoprites-annual-merchandise-sales-jump-12-2024-  07-30/ (accessed May 9, 2025).

ASSIGNMENT QUESTIONS

QUESTION 1                                                                                                                     [20 MARKS]

Use the marketing process to examine and evaluate the strategic rollout of Shoprite Sixty60. Consider Shoprite’s positioning in the value retail sector and its objective of expanding digital access to a broader consumer base. In your analysis, address these elements:

• Understanding customer needs and wants;
• Market offerings: bundle of benefits;
• Being aware of market myopia;
• Marketing, customer value, and satisfaction; and
• Exchanges, transactions, and relationships.

Question 2:

Assess Shoprite Sixty60’s target marketing strategies and examine how each step in the process effectively supports the rollout and growth of its on-demand grocery delivery service. Consider the effect of consumer buying behaviour, particularly the increasing demand for convenience and affordability, on your strategy.

• Step 1: Market Segmentation
• Step 2: Market Targeting
• Step 3: Differentiation

Step 4: Positioning

Question 3:

As the marketing manager for Shoprite Sixty60, you promote the service and coordinate with various other departments, including sales, logistics, and most critically, the digital innovation and IT teams. Given the complexity of launching a technology-driven retail solution, your role requires close engagement with the stages of the new product development process.

• Select any five stages of the new product development process that directly or indirectly impact your responsibilities; and
• Discuss how each selected stage influences your marketing function and department’s contribution to the successful launch and ongoing promotion of Shoprite Sixty60.

You can look at the requirements of being a marketing coordinator here:

• Karmenta, E.(2022, February 6). Marketing manager job description.Recruiting Resources. https://resources.workable.com/marketing-manager-job-description(accessed My 9, 2025).

Question 4

Following your evaluation of how selected stages of the new product development (NPD) process affect your role as the marketing manager for Shoprite Sixty60, consider the crucial connection between product development and pricing strategy. Pricing decisions must align with Shoprite’s market positioning and overall strategic goals, and they require collaboration with the sales department and market analytics teams. Select a suitable pricing strategy that complements Shoprite Sixty60’s value proposition and target market.

Illustrate five ways in which this pricing strategy supports the successful rollout and market integration of Shoprite Sixty60. Your discussion should demonstrate how the strategy is consistent with the NPD process and customer expectations around affordability, convenience, and digital accessibility.

In your answer, draw on relevant trends in the retail and e-commerce sectors, such as increased price sensitivity, demand for on-demand services, and loyalty programme integration, and support your argument with appropriate academic or industry references.

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Expert Answers on Above Questions of Marketing

Application of marketing process to understand the strategic rollout of Shoprite60
1) Understanding the need and wants of customers: Shoprite has a better understanding of its customer needs and wants, as the company understands the growing demand of fast and convenient grocery delivery within its value conscious customers.
2) Market offerings: The benefit of SHoprite Sixty60 includes low pricing and 60 minute delivery which are quite effective from the point of view of meeting the demands of customers for convenience and affordability.
3) Broader marketing view: The company has considered the need for digital inclusion and convenience rather than simply selling groceries. The positioning strategy of the company is therefore to position it as lifestyle enabler rather than simply a delivery app.
4) Customer value and satisfaction: The main focus of Shoprite Sixty60 is on promoting customer value through maximising their savings and personalised promotion, as the company understand the importance of trust in building brand value. 

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