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Shelf Life: Koto rebrands Gumtree South Africa

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Shelf Life slider 25 April 2017 alternative

Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!

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Green tree for Gumtree

Online classifieds portal, Gumtree South Africa, has launched a major rebrand and upgrade of its website, mobisite and apps, in order to offer consumers a simpler, safer and more-efficient experience with add-on features and a new design framework.

Gumtree is turning over a new leaf
Gumtree is turning over a new leaf

Created by London studio Koto and implemented internationally over a year ago, the new identity retains the brand’s tree motif, but moves away from the previous orange, white and green emblem to a more-modern, instantly recognisable icon that is functional too. While the new logo won’t have a direct impact on the consumer, it’s reflective of the new site — digital, modern and fun.

In the first significant overhaul since its inception in 2005, Gumtree looked at other classifieds sites and realised business was being done today much the way it was five or 10 years ago, without significant innovation.

According to Gumtree SA director-GM, Johan Nel, while the business model is simple (consumers selling to other consumers), it doesn’t mean that there shouldn’t be options: “For example, you might prefer to pay directly for an item with your credit card and have it shipped to you via courier, without meeting the seller face-to-face. (You can now do this on Gumtree via Pay With Shepherd). Or you might want to limit your trading to individuals in your area, narrowing your searches to ads in your current location.”

Aside from the new look and advanced functionality, the introduction of insertion fees in the Jobs and Services category has been implemented in hopes of reducing the amount of scams that occur as a result of listing on the site.

Nel says the redesign itself was done with improving the consumer’s experience in mind — more replies and faster posting: “The shift to mobile technology has been remarkable. Customers are buying and selling online, but they are doing it via their cellphones rather than their PCs. Instant messaging and social media have also become part and parcel of the experience as ads are shared and buyers are opting to chat rather phone or email. The introduction of Pay With Shepherd on Gumtree has also seen consumers transact very differently —…

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