1 CHAPTER 1 SCOPE OF THE STUDY 1.1 INTRODUCTION ...

7.2.2 Benchmarking SA’s top end Ethnic cosmetic and toiletry retail marketagainst the USABoth SA and US markets tend to be neglecting their affluent Ethnic consumers; howeverUS markets are still targeting this consumer group more powerfully, and SA cancertainly learn from their advancements.Product ranging in SA’s top end retail outlets was found to be less than that of the USmarket. In terms of store design and layout, SA’s top end retailers are following UStrends slowly, but are not as yet in line with all aspects.In terms of service offering, South Africa’s is also a long way from where they need tobe in comparison with the US market. SA retailers still need seek ways to maximizecustomer involvement, create a unique shopping experience and interaction withcustomers. Retail outlets further need to include education, allow sampling and impart afeeling of pampering towards their consumers.7.2.3 Gaining market share as a new entrant into the SA Ethnic retail marketIt has been established that as a new retail entrant targeting the top end Ethnic retailcosmetic and toiletry market in SA, particularly the Greenacres Shopping mall of PortElizabeth, the following guidelines should be followed in order to gain market share andsizeable organisational growth:• Ensure staff employed, receive adequate training in order to make them superior tothose found in general retail outlets;• All persons involved with the store should understand and keep up to date withproduct as well as consumer trends in the industry;• The retail store should be positioned within the mall, close to the transport network,but not isolated from other potential consumers;152