Over the last 52 years, Makro has evolved from a big box store to South Africa’s largest omni-channel retailer offering consumers a wide range of products under one roof. The retailer has seen recessions, national celebrations, and ever-evolving consumer trends.

This year, Makro takes the next step in its brand evolution, as it partners with Accenture Song to launch a new brand campaign.

Katherine Madley, Massmart’s Vice President of Marketing, explains that rather than changing Makro’s format, this repositioning is focused on the customer experience and known truths that have existed in the brand for many decades.

 “For years, Makro has offered a wide variety of quality food for resale, businesses, and individuals at consistently competitive prices. We have a vast selection of liquor and a broad range of general merchandise, including camping gear, appliances, home goods, toys, electronics, stationery, clothing, and more. Makro is one of the largest physical stores in South Africa – everything about it is abundant. From excellent products to abundant value and extensive product choices. What also sets us apart are the unexpected and quirky items you can find in every aisle. Where else would you find a 2 kg jar of Nutella or a 4.5 kg Toblerone on a shelf? Visiting Makro is a unique experience, known as the "Makro Mood," where customers seek value and buy in bulk. Accenture Song has skillfully captured this mood in their strategy and creative expression, connecting people to Makro and attracting new customers to the brand.”

Brand Evolution

After launching its ecommerce platform in 2014, Makro has remained committed to becoming an omni-channel retailer of choice amongst South African consumers, launching its own app and undertaking partnerships with OneCart and WumDrop to ensure faster, more convenient delivery to consumers across the country. This digital drive is backed and powered by Walmart, and continues to be a focus for the retailer as the number of South African consumers using online platforms grows.

This year, research by The Outlier, an independent publication, found that Makro offered the cheapest basket of staple groceries for South African consumers which compared the prices of 12 grocery items between June 2022 and June 2023– an important accolade for the business, as shoppers look to stretch their budgets and make their monthly shop last longer.

Along with traditional retail shoppers, Makro continues to focus on serving the needs of its commercial and wholesale customers. The retailer is known for its bulk buying and stokvel offering, which has evolved over the years, even catering to this with specific discounts and areas in stores. “We try to offer a unique offering for our Stokvel groups that allows them to experience an abundance of value at Makro. We’re intentional with our offering, and the products we stock and how we cater to their needs,” says Madley.

Last month, the retailer announced the launch of its Makro Business website, which will offer businesses of all sizes, an online platform tailored to meet their specific product needs at highly competitive prices.

New Brand Direction

“We felt that this was the right time to ensure our brand positioning was reflecting the innovation and growth that has taken place at Makro over the years – and the direction in which the business is moving. While we continue to stock in-demand, exclusive products, we have come to understand that shoppers’ creative appetites are getting bolder and we needed to breathe new life into the brand, to reflect all that Makro encompasses, as it is much more than just another retail store,” says Madley.

Alistair King, Chief Creative Officer of Accenture says the inspiration behind the repositioning strategy is the ‘abundance’ that Makro offers its diverse range of customers. “Makro has worked hard to cement its place as the ruler brand within the Massmart stable, and this campaign and positioning taps into the very distinct mood that kicks in the moment you walk through its doors.”