The new Clicks target market is very much a grey area
Beauty and health retailer has set its sights on the overlooked 60+ market when it rolls out new stores
Beauty and health retailer Clicks has always followed its own path. Where other local retailers have opted to expand abroad, it has chosen to remain in SA. When other chains aggressively rolled out stores, it was happy to bide its time.
This cautious approach has seemingly come to an end. The group is now looking to increase the number of stores it plans roll out to 41 for this financial year, many more than the 25 to 30 it usually opens.
New CEO Vikesh Ramsunder says the group noticed that a slowing economy had led to an increase in vacancies. It is using this to its advantage by getting into prime locations where it aims to target the 60-plus age group, the fastest growing consumer market in SA.
Ramsunder said people in this age group go to a pharmacy more often, and Clicks could provide this service to them through its store-based dispensaries. It hopes these clients, often overlooked by other retailers, will become a serious growth driver for the group.It has taken the market a while to take the Clicks Club Card seriously. It has since evolved into the largest consumer loyalty programme in SA. The plan to target an older market may be just what the doctor ordered.