SUPERBALIST: SA’s Foremost Online Style Destination

Following the two-plus years of severe restrictions necessitated by the COVID-19 pandemic, South African consumers have, like so many others, been forced to navigate uncharted territory in coming to terms with the pandemic and the subsequent financial fallout. This has wreaked unparalleled havoc on income, financial situations and spending intentions, and resultantly, a mammoth 78% of South African consumers report changes to their purchase behaviour and describe themselves as unlikely to revert to pre-pandemic protocols.

The NielsenIQ study ‘Unlocking Consumption in 2021’ indicated that the consumer goods industry in the country is more open to digital shopping than ever before, equally finding that an average of 30% of South African consumers’ overall spend moved to online in the 12 months in question. This boom in online shopping is strongly predicted to continue as markets resettle and consumers recalibrate their home, work and travel routines, as while a natural return to some old shopping behaviours will accompany the return to prior routines for some, there will be huge populations for whom this is now routine.

In line with global online shopping preferences, clothing, electronics, footwear, household appliances and health products are reported to be the most popular categories among South African online shoppers, with many of the traditional barriers consumers have had in accessing online shopping challenged and removed. Now that South Africans are acquainted with shopping online and experienced its convenience, digital commerce looks set to accelerate and revenues are expected to grow by a CAGR of more than 9%.

E-COMMERCE EXPERTISE

Operator of a curated, design and apparel-centred online retail platform focused on the millennial generation, Superbalist is a foremost South African online vendor of men’s and women’s fashions, accessories, home decor, art and electronics. “As South Africa’s most-loved online wardrobe and lifestyle destination, we’re all about accessible style that inspires self-expression and confidence,” Superbalist defines.

“Style is personal, which is why we prioritise the importance of choice. We cater to every shape, size and budget with our wide fashion offering.” Headquartered in Foreshore, Cape Town, three colossal warehouses in Cape Town, KwaZulu-Natal and Johannesburg afford countrywide delivery.

The move by Takealot in late 2019 to expand its Johannesburg-based warehouse and distribution centre (DC) was impeccably timely, enabling it upon completion to store almost four million items and scale to roughly 10,000 boxes leaving the warehouse every hour. The many synergies between the SA e-commerce giant and Superbalist were among the key factors motivating the buyout, according to Superbalist founder Luke Jedeiken, who spoke of the excitement that came with aligning with a partner so wholeheartedly recognisant and supportive of its unique culture, vision and enthusiasm.

“The millennial generation is deemed to be the most powerful and relevant market on the planet and we have managed to acquire a business run by millennials, focused on millennials,” adds Takealot CEO Kim Reid, as a mutual broadening of appeal among this crucial market also proved central to bringing the two entities together, with Superbalist continuing to function as an independent business.

While the surge in online purchases presents a wealth of opportunities for digital commerce players, it is universally accepted that it will become increasingly important to design offerings that solve specific consumer concerns and use consumer insights to strengthen differentiation and competitiveness.

The foundations of an appealing e-commerce offering are of course the likes of supreme service, choice of delivery and smooth checkout, and, as Deloitte puts it in its February 2021 Digital Commerce Acceleration publication, “offering a hassle-free, smooth and affordable shopping experience along the entire customer journey, backed by responsive customer service,” in order to foster trust and loyalty.

FIT FINDER FIRST

“We deliver style in the simplest way possible. The Superbalist experience prioritises convenience, safety, speed and a variety of choice,” the company condenses. The next requirement is to combine an offering that addresses customer needs, data, operations and tech platforms and synthesises it all into compelling user experiences.

Deloitte underlines the importance of, “a well-designed and intuitive user interface built on a solid foundation of technology supported by human-led and responsive customer service,” and Superbalist has responded superbly in becoming the first South African brand to launch Fit Finder, billed as the world’s most precise apparel size advisor.

The advanced sizing technology powered by Fit Analytics GmbH is designed to make the process of online shopping more streamlined and accurate. “Fit Finder powers over one billion unbeatably accurate size recommendations for leading stores worldwide every month,” Fit Analytics asserts, “delighting shoppers, giving an instant e-commerce uplift and unlocking incredibly valuable consumer intelligence for your business.”

While online shopping has revolutionised the retail space, when unable to physically try a garment before purchase many online shoppers have experienced challenge in finding the correct size, compounded by potential confusion and variance between UK, US, and European sizings. Powered by advanced machine-learning algorithms, Fit Finder aims to alleviate these many pitfalls by using production-size chart data along with retail sale and return records to make fully informed and trustworthy fit predictions.

“In traditional retail businesses, trust is often built along the lines of quality, trend or price,” says Grant Roy, Superbalist’s Head Of Product. “With e-commerce – and with Superbalist.com in particular – we’ve added another layer; ‘good fit’. We want our customers to trust that what they buy from Superbalist is going to fit perfectly, which is why we launched Fit Finder.”

With Amazon’s launch in South Africa apparently imminent Superbalist, and Takealot, will need to remain ahead in every aspect in order to maintain current trajectories, margins and market shares in the coming years. In another important landmark, M&C Saatchi Abel has just announced its partnership with Superbalist for its Street Store initiative, a rent-free, pop-up clothing store for the homeless that is returning post-pandemic to allow donated clothing to be obtained free of charge.

Superbalist is a long-time partner of M&C Saatchi Abel, lending its support by providing a large donation of clothes for the upcoming two stores and calling on consumers and South Africans to donate to effectuate the rollout of even more in the coming months.

“For those of us who have never had to worry about clothing, shelter and other necessities we take for granted, we can take a step back and acknowledge our circumstances and those that others may find themselves in,” says Tumi Sebopa, Superbalist Head of Brand. “We are passionate about this cause and have also set up donation boxes at our Richmond Park Click-n-Collect point that will provide additional clothing for forthcoming Street Stores.”