Using big data for big impact in South Africa’s main consumer market

Great marketing is an art, but big data has introduced a scientific element to marketing campaigns and smart marketers are relying on data more and more to inform, test and develop their approach.

Catering to that individuality has been proven to increase revenue, customer satisfaction and brand loyalty. A case in point in the South African context is Retail Engage, a division of the Akelo Group, which owns and operates one of the largest ‘main market’ shopper rewards programmes called bonsella.

“But by connecting retailers, shoppers and brands and providing instant gratification rewards – instant airtime to their mobile phones – for purchases of goods on promotion, bonsella delivers more value on the purchase, which is a vital motivator for this portion of the market.

An example of how this system can drive brand awareness, sales and loyalty is a recent hair product promotion that yielded a 210%-plus increase in sales over the three-month campaign period.

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