Low prices are not pulling shoppers into stores anymore, value for money is | IOL Business Report

CAPE TOWN - The “lowest prices” are not pulling shoppers into stores as much as they used to - value for money and the shopping experience is pulling feet through the door, according to the latest research by Nielsen South Africa.

“Today’s consumer is demanding. Their mantra is ‘it’s all about me’ and they want the experience, want to be entertained, want to be appreciated and respected. We need to create a simple and enjoyable experience for these consumers. Most of all, we need to make it personal,” said Craig Tagg, MD of Retail Network Services, who spoke ahead of the South African Council of Shopping Centres Congress in Cape Town that started yesterday..

“Shoppers have become more savvy and critical of retail environments and despite being hyper aware of price changes, they also love quality products and demand an experience-driven retail environment. This has put pressure on retailers and manufacturers to innovate and convince shoppers to choose their stores and products over others,” said Nielsen South Africa Consumer Insights Director Kim Reddy.

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