The JSE-listed retailer's annual results, published on Friday, cited GfK research that found it has increased its market share in telecommunications by 40 basis points in the 52 weeks to 29 March 2025. It did not disclose its market share figure, but said the gains came from both Mr Price Cellular, its MVNO, and Powercell, a cellphone and accessories retailer it owns. The two brands increased their retail sales by 13.2 to R1.3-billion, it said.
Brands like Mr Price are increasingly turning to mobile services, provided by network operators such as Cell C, MTN and Vodacom, as a way of increasing consumer stickiness and brand loyalty.
"The segment, which primarily sells handsets and accessories through 562 store-in-store concepts and 61 stand-alone stores, continues to grow in profitability," Mr Price Group said on Friday.
"The launch of the group's private label device, Salt, as well as a high accessories attachment rate of 69, supported gains in both gross and operating margin. The segment continues to be a strategic channel to increase customer engagement as it leverages the Mr Price brand halo."
Mr Price launched the Salt brand of smartphones in March 2024 through a campaign on social media.