A Professional Analysis of Checkers' Weekly Catalogue Specials

Checkers, part of the Shoprite Group, has successfully positioned itself as a mid-to-upper-tier supermarket in South Africa, directly competing with rivals like Pick n Pay. Its promotional strategy, communicated through its weekly catalogue, is heavily dependent on its highly successful Xtra Savings loyalty programme. An authoritative analysis of the Checkers catalogue specials reveals a sophisticated, two-pronged approach: delivering deep, member-exclusive discounts while simultaneously driving a premiumisation agenda.

The Xtra Savings Card: A Non-Negotiable Tool

The Checkers catalogue is fundamentally a showcase for its Xtra Savings programme. The vast majority of compelling specials are "Xtra Savings deals," meaning the discounted price is only available to members who swipe their card or use the app. This strategy has been incredibly effective at driving membership and capturing customer data.

The catalogue clearly displays two prices for hundreds of items: the regular price and the Xtra Savings price. The difference is often substantial, making it economically irrational to shop at Checkers without being a member. Unlike points-based systems, the reward is instant. The professional shopper treats the catalogue, available on platforms like cataloguethisweek.com, as a guide to maximising these instant, card-linked discounts.

A Dual Strategy: Value and Premiumisation

The Checkers catalogue masterfully balances two objectives. On one hand, it advertises aggressive prices on everyday essentials to compete with its sister company, Shoprite, and other value-focused retailers. On the other hand, it uses the same catalogue to promote its premium and convenience offerings.

1. Driving Premium Perception

Checkers has invested heavily in its private label ranges, particularly the premium "Forage and Feast" brand and the "Simple Truth" wellness range. The catalogue will often feature these products on promotion, sometimes bundled with other items. This encourages trial and positions Checkers as a destination for foodie culture and high-quality ingredients, a space also contested by Food Lover's Market.

2. Multi-Buy Promotions and Bundles

A key feature in the catalogue is the multi-buy deal (e.g., "any 2 for R50"). Checkers also excels at creating bundled deals, especially in its fresh and convenience departments. For example, a "braai combo" might include steak, boerewors, and a salad kit for a set price. These offers simplify the shopping process and increase the overall basket value.

The Role of Digital Integration

The Checkers Sixty60 delivery app is a market leader in South Africa. The weekly catalogue specials are fully integrated into the app, allowing customers to easily add promotional items to their delivery basket. This seamless integration of the print/digital catalogue with a best-in-class delivery service has been a cornerstone of Checkers' recent success. The specials are not just an incentive to visit the store, but also to use their digital platform.