Primedia’s consolidated retail arm gets a new name

Primedia’s niche, out of home media arm, Primedia Unlimited, has been renamed Primedia Retail.

According to Primedia Retail’s CEO JD Henderson, the move has come on the back of vigorous sales in the FMCG and pharmaceutical retail sectors over the last few years – but especially in 2020.

“Demand for turnkey targeted and instore promotion and advertising solutions – particularly in the last mile – while the customer is in the buying frame of mind – has been high.  Rand for Rand we can show significant return on investment, which other out of home advertising platforms have been struggling to prove,” he says.

Primedia Retail’s growth in 2020, which accounts for a significant contribution of Primedia’s turnover, counters COVID-19’s negative impact on many industry sectors including retail.

Businesses retained within Primedia Retail include: Primedia Instore, X/procure Software, XP Digital, XP Liquor and TLC Media.  The latter two specialise in the liquor EDI market and targeted lifestyle communications respectively.

Henderson attributes the business success to a singular focus on marketing and advertising in and around retail environments, slick customer service, excellent mix of retail clients, prime locations, and unique success-measurement and reporting tools.

Healthcare and related products understandably did particularly well, with consumers spending on items they considered would keep them healthy during the pandemic,” he says.

JD Henderson Primedia Retail
CEO of Primedia Retail JD Henderson

Choice partners

Primedia Retail’s partners include the largest and most respected in the country namely Pick ‘n Pay, Clicks, Dis-Chem and Spar. 

Primedia Retail’s advertising platforms are positioned in areas with high frequency of visits, coupled with high frequency, high dwell time such as dispensary queues, washrooms, gyms and checkout areas. 

“Our platforms not only cover the last mile but also the last yard, giving advertisers the opportunity to engage with the consumer at multiple touch points” Henderson says.

Detailed data

The company also offers retail clients, FMCG companies and their agencies a range of reliable measurement tools that provide a multi-dimensional and multi-level view of the consumer, while bespoke technologies ensure accuracy and real-time information for accountable media installations.

These all serve to ensure that advertisers’ messaging and offerings are relevant and highly targeted to the right consumers.

Primedia Retail employs more than 180 people across the country, has offices in Johannesburg and Cape Town and a team in Durban.  From these hubs, the teams are able to service South Africa’s entire retail sector.

The future

Commenting on Primedia Retail’s performance and prospects Phumzile Langeni, Acting Chief Executive Officer of Primedia Group says:  “Our division Primedia Retail has shown continued resilience during a challenging period. Our performance has been underpinned by focus, innovation and an obsession to consistently deliver to our clients and partners. We strongly believe that the partnership model we have harnessed and refined over the years, is key to our sustainability and longevity as a business.

While the claims of many are that the future of retail is largely on-line, Henderson believes otherwise.  “We are confident that there will always be a place for bricks-and-mortar stores.  Consumers have shifted to on-line for basics and commodities, but the retail experience is still highly desirable.

Primedia Retail has also adapted its solutions to meet the needs of retailers’ online platforms. As the relaunched and reinvigorated Primedia Retail, we are excited



Latest


18 Jun 2021
BaoCare enters the New Product Competition

Inspired by the abundant riches that come from the baobab, BaoCare is a range of 100% pure and natural skin…

BaoCare enters the New Product Competition

Inspired by the abundant riches that come from the baobab, BaoCare is a range of 100% pure and natural skin care serums formulated with baobab oil as its foundational hero ingredient. BaoCare has entered this range in the 2020/2021 P&C Review / Symrise New Product Competition. Each BaoCare product combines…

17 Jun 2021
Signature Collection line of EDTs re-launched by Playboy

An Amka brand, Playboy has re-launched its Signature Collection with fresh new packaging. The well-known South African brand has also…

Signature Collection line of EDTs re-launched by Playboy

An Amka brand, Playboy has re-launched its Signature Collection with fresh new packaging. The well-known South African brand has also unveiled an Eau De Toilette (EDT) collection to complement the range.  “The Playboy Signature Collection is for the confident man – he is self-assured and is at the stage of…

17 Jun 2021
Seven-day countdown to ending maskne with Miracne

Acne is a skin condition affecting approximately 9.4% of the world’s population and is the eighth most common cutaneous problem.…

Seven-day countdown to ending maskne with Miracne

Acne is a skin condition affecting approximately 9.4% of the world’s population and is the eighth most common cutaneous problem. It is extremely common among teenagers – an estimated 85% of this consumer group suffer from acne. Although it typically fades with age, the skin condition is still prevalent among…

17 Jun 2021
Vantage earns an EcoVadis Gold sustainability rating

Vantage Specialty Chemicals is committed to sustainability. In December 2020, the company earned its first-ever EcoVadis Gold rating for its…

Vantage earns an EcoVadis Gold sustainability rating

Vantage Specialty Chemicals is committed to sustainability. In December 2020, the company earned its first-ever EcoVadis Gold rating for its 2020 Corporate Social Responsibility (CSR) performance. The Gold rating acknowledges the commitment and continual sustainability achievements of Vantage and elevates the company into the top 5% of evaluated chemical companies…


Top stories


30 Nov 2017
Rooibos could reduce risk of “Type 3” diabetes – a precursor to Alzheimer’s

Researchers at Warren Alpert Medical School at Brown University in the US found a link between a relatively new form…

Rooibos could reduce risk of “Type 3” diabetes – a precursor to Alzheimer’s

Researchers at Warren Alpert Medical School at Brown University in the US found a link between a relatively new form of diabetes, known as “type 3” diabetes and Alzheimer’s disease.

25 Jun 2020
How to ensure business agility in a pandemic

BY: Neil Birch, CEO at Novus Holdings Business agility is the capability of a business to respond quickly to a…

How to ensure business agility in a pandemic

BY: Neil Birch, CEO at Novus Holdings Business agility is the capability of a business to respond quickly to a changing environment, whether it be internal or external. Qualities of agile businesses include being adaptive, flexible and creative in your response to change without losing momentum (remaining productive) or vision.…

01 May 2020
Fibertex manufactures critical components for COVID-19 PPE

Fibertex SA, part of the global Fibertex Nonwovens group, has developed versatile high-performance components for protective facemasks and respirators. “Fibertex,…

Fibertex manufactures critical components for COVID-19 PPE

Fibertex SA, part of the global Fibertex Nonwovens group, has developed versatile high-performance components for protective facemasks and respirators. “Fibertex, which continuously invests in technological advancements to meet requirements in diverse industries – has increased production capacity of materials so desperately needed during the global COVID-19 pandemic,” explains Rosa Naidoo,…

23 Apr 2020
Are you South Africa’s best female entrepreneur?

Entries are now open for the Santam Women of the Future Awards 2020 in association with Fairlady and True Love.…

Are you South Africa’s best female entrepreneur?

Entries are now open for the Santam Women of the Future Awards 2020 in association with Fairlady and True Love. Santam, Fairlady and, for the first time this year, Truelove Magazine, have partnered up in the search to find the best female entrepreneurs in the country. Best women entrepreneurs If…


Visit the official COVID-19 government website to stay informed: sacoronavirus.co.za