The future of brick and mortar stores in South Africa

June 22, 2015 |

ecommerce The future of brick and mortar stores in South AfricaSouth Africans are more connected than ever before and we can expect this trend to continue as the cost of connectivity continues to reduce. So the natural assumption is that e-commerce will gain greater market share as more and more South Africans become online savvy.

While this may be true traditional brick and mortar retailers should not feel threatened, rather embrace this trend and view e-commerce as an extension to their business as consumers still want to be part of a personalised shopping experience. Consumers are looking for positive experiences, even when making grudge purchases, and retailers who understand this and build this behaviour into their business models will continue to be successful.

E-commerce if utilised correctly is a powerful tool to not only provide information and comparative shopping but to also drive feet into retail stores.

Online shopping provides consumers with instant comparisons and retailers cannot afford any bad “in store” experiences as consumers will simply vote with their feet and go somewhere where they will receive the service they expect.

Retailers need to ensure that their team is adequately skilled to identify and serve the needs of tech savvy consumers as the power of the internet means that in some instances consumers know more about the product than the retailers own employees!

Retailers need to constantly review all customer touch points in their business in order to provide “in store” experiences that are tailored to each visitor. Personalised shopping experiences will increase profit margins and continue to improve customer loyalty, despite the rise of online shopping in South Africa.

For more information on how to maximise your e-commerce and traditional “bricks and mortar” business please contact our team of retail professionals at info@mretailing.co.za or 012 654 4688.

Category: Blog

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