This article was originally published in the Brand Finance South Africa 100 2025 report
Checkers' brand value has risen 23% to R23.5 billion, making it the fifth most valuable South African brand. It has also become the strongest South African brand, with a Brand Strength Index (BSI) score of 97.7 out of 100 and a corresponding AAA+ rating.
In an interview with Brand Finance, Checkers outlines its strategy for leveraging technology, data, and key alliances to deliver value and lead the South African retail sector.
What defining moments or milestones have shaped and strengthened the Checkers brand? How has your company adapted to emerging trends and technologies, and how has this impacted your brand positioning in the market?
In our drive to be Africa’s most profitable omnichannel retailer, we are constantly exploring ways to serve our customers better – online and in-store – to create a seamless customer experience. Omnichannel customers are more valuable as they typically spend 2.5x more than traditional in-store customers on average, so a combination of in-store shopping as well as quick and convenient on-demand delivery is key to meeting the changing needs of our customers.
The world-class in-store experience
Based on our increasingly sophisticated understanding of customer needs, we launched the Checkers Fresh X store format that provides a premium and interactive retail offering where fresh food and convenience is prioritised within a world-class shopping environment.
SA’s fastest on-demand delivery
The launch of Checkers Sixty60 represents how we adapted to global emerging digital commerce trends, but in an authentically South African way. We took the concept of convenience - helping customers save time and money - to the next level by delivering groceries directly to the customer’s door within 60 minutes.
Sixty60 has experienced double-digit growth year-on-year and acquired over 5.2 million downloads in the last five years. This demonstrates customers’ shift towards digital commerce but does not indicate a complete move as most customers shop both in-store as well as via Sixty60.
With customers demanding more convenience and improved access to premium products and fast same-day delivery at a specific delivery time. Checkers recently rolled out the new Sixty60 app to millions of shoppers across the country following months of testing.
The app has a refined layout and user interface, and multi-factor authentication to enhance security. In addition to the wide range of groceries (including bulk orders) and essentials, the new app offers shoppers in eligible areas precision delivery of products from selected Checkers Hyper stores nationwide.
Over 10,000 larger general merchandise products are now available for same day delivery, within precise sixty-minute time slots, allowing customers to avoid lengthy waits and inconvenient all-day delivery times usually associated with household items.
A tech-savvy retailer
We use Artificial Intelligence (AI) to rank and recommend products for customers online, in app, through personalised deals, and even at check-out. We have also invested in an AI pricing engine that helps us determine the optimum prices for each product.
SA’s best rewards programme
The integration of Xtra Savings - the biggest and best rewards programme in South Africa, with over 32 million members - into the Sixty60 app, has made it even easier for customers to save, with added features such as a savings calculator at check out and the ability to redeem personalised offers both in-store and online.
In an African retail first, Checkers launched Xtra Savings Plus, a monthly grocery subscription service, in September 2023. This offering streamlines and simplifies the in-store and online shopping experience for customers even further, with unlimited free Sixty60 deliveries (on orders over R350), double the number of Xtra Savings deals (in-store and on Sixty60), as well as 10% off one in-store shop per month (maximum discount of R200 per month).
In today’s interconnected world, collaboration and partnerships are crucial. How have you fostered strategic alliances, and how have these partnerships contributed to the growth of Checkers’ brand value?
Strategic collaboration and partnerships are indispensable for business growth and brand value enhancement. Checkers has effectively fostered alliances with like-minded businesses that share our dedication to customer satisfaction.
A notable example is our recent partnership with Discovery Vitality HealthyFood. This collaboration allows qualifying Discovery Vitality members to earn up to 75% back in HealthyFood spend in Discovery Miles.
This initiative not only helps customers save instantly with Xtra Savings but also rewards them later for making healthier choices. Such strategic alliances amplify our brand value, reinforce our commitment to customer well-being, and drive our growth in a competitive market.
What are Checkers’ biggest advantages in ensuring the success of its brand?
Our customer obsession is our number one advantage, as we make all our decisions with the consumers’ best interest at heart.
Our private label lineup features strong brands that provide customers with exceptional value.
Our execution against strategy is also a key advantage: the team has a bias to tactically action in a manner that ensures our strategic objectives are met effectively. The investments in digital transformation have allowed us to leverage our scale in terms of customers, store footprint, and supply.
