Marketing & Media trends
- A bold year for beveragesAlex Glenday
- Acceleration of digital paymentsJonathan Smit
- Safety vs sustainability - the packaging industry's key conundrumNthabiseng Motsoeneng
- The evolving e-tail landscapeVilo Trska
Construction & Engineering trends
- 3 major trends in the commercial property space in AfricaPeter Hodgkinson
- A bright horizon for South Africa's energy landscapeBarry Bredenkamp
- Achieving developmental goals through constructionCyril Vuyani Gamede
CSI & Sustainability trends
- Time for NPOs to show their real impactKeri-Leigh Paschal
- 5 sustainability trends that will shape business in 2021Christelle Marais
- 4 trends set to continue or be re-interpreted in the NGO sectorInnocent Masayira
- Strengthening NPO skills and processesNazeema Mohamed, Feryal Domingo and Soraya Joonas
- Sustainability is key for social investment in 2021Keri-Leigh Paschal
- 4 trends in employee skills development and training you need to know for 2021Siphelele Kubheka and Desikan Naidoo
Energy & Mining trends
- 10 predictions around fintechDominique Collett
- The 4 themes for the new yearAndrew Duvenage,
- 3 wealth management trends to watch in 2021Maarten Ackerman
- 4 strategies to rethink investing in SMEsKuhle Mnisi
- Microinsurance ready to reach new heightsMarius Botha
- Finding alpha in the age of Covid-19Nema Ramkhelawan-Bhana
- Purpose or profit. It's not a choiceMike Middleton
- Shifting towards a digital - but still human - approachHenry van Deventer
HR & Management trends
- 4 areas in which your business can practice its swivelFrancois Kriel
- 5G is coming. Here's what it could mean for SASamantha Naidoo
- 3 big issues demanding legal attention this yearJonathan Veeran, Nozipho Mngomezulu and Burton Phillips
Logistics & Transport trends
Marketing & Media trends
- Tech democratisation will set the tone for 2021Andrew Smit and Johan Walters
- Auction industry survival depends on going virtualJoff van Reenen
- Covid-19 drives new trends in local property marketMarcél du Toit
#BizTrends2020: How SA retailers can keep growing in a digital world
Not a week goes by without spotting more headlines about online shopping and the global shift to mobile connectivity. But despite this constant attention on digital marketing, retailers across Africa have a unique perspective, knowing they will largely rely on in-store experiences to drive sales far into the next decade.
Brick-and-mortar shopping will prevail while we keep seeing high mobile data costs, the lack of reliable internet access, and unreliable infrastructure that makes delivering goods to remote locations difficult.
However, unlike many other retail markets on the continent, South African brands have had to stretch themselves to target a more diverse buying population.
Not many other countries are selling in 11 different languages, and catering to shoppers that span from the poorest of the poor to the richest of the rich.
Some South African areas have fibre speeds to rival South Korea’s, others barely get cellular signal. This means South African companies have had to find more effective ways of balancing technological innovation with real-world shopping experiences.
Africa's consumer landscape is fragmented and polarised, characterised by the double-edged demand of a diverse base of consumers...
Ailsa Wingfield 6 Jan 2020
This has resulted in brands and retailers developing the most effective selling strategies to meet a multitude of target markets. For example, most mothers opt for disposable nappies. But selling those same nappies to single mothers struggling to make ends meet, as opposed to those mothers living in relative luxury with live-in nannies, requires vastly different marketing strategies.
This battle for targeted relevance is one that retailers like Dis-Chem Pharmacies have taken to heart. Increasingly, they are opening outlets in rural areas – what was once a strategy focused almost exclusively on large shopping centres has evolved to incorporate strip malls.
Challenges become opportunities
Cynics might argue that the complexities of the local retail environment are putting it under pressure, and this might stagnate growth, yet the opposite is true. South African retailers are experiencing growth despite difficult economic conditions, with many excited by the opportunities 2020 will bring.
The most significant challenges, such as data fees and delivering to addresses in townships, also provide the biggest opportunities for growth.As we head into the new year, the focus will continue to be on taking retail to rural communities.
Of course, this does not mean brands will ignore the more affluent suburbs and shopping centres. Instead, it’s about building on existing successes by introducing agility to the business model, geared towards those unable to travel to cities and large towns.
Smart retailers will leverage trusted marketing tools such as broadsheets and community media to reach their target audiences. Using tried and true placements such as billboard and radio, thus creating messaging to fit those rural communities. These awareness drivers that are customised on such a micro level further differentiate South African retailers from their peers throughout the continent.
Closing the sale with in-store innovation
When customers enter the retail store, brands have the best possible opportunity to engage with them.From innovative window displays to optimising the shopper journey from arrival to point-of-sale, there are a myriad of brand engagement possibilities.
This is not to say that reinvention is not going to happen. The shift to mobile will happen once the cost of data has been addressed. While recent announcements by the Competition Commission plan to accelerate this, it is still going to be a waiting game on how best to embrace this shift.
But waiting and seeing is never a smart move in this fast-paced marketplace. Companies must adapt or die in the race to capture the ever-dwindling attention of shoppers. Increasingly, this is where partnerships with in-store retail experts will become critical as brands look for new ways to reach their target audiences, and close sales in the new year.
Read more: retail trends, in-store media, shopper marketing, Smart Media, township retail, physical retail, Cecil Ungerer, BizTrends2020