JOHANNESBURG, South Africa, October 7, 2021 -/African Media Agency/- Technology has transformed every aspect of our personal and professional lives, and has left no sector of the economy untouched. In the highly competitive retail sector, where consumers place a premium on convenience in their shopping experiences, the pervasiveness of technology has influenced a shift in customer expectations.
By leveraging technology, retailers can develop dynamic capabilities that are critical to gaining long-term competitive advantage. For retailers to differentiate themselves, respond to changing customer needs, and prioritise innovation and agility across the entire value chain, digital transformation must be integrated into business strategy.
How can African retailers leverage digital transformation to innovate and achieve long-term sustainable success? Four key focus areas in particular bear investigation, namely: Putting the customer first requires retailers to comprehensively understand the customer buying journey, their perceptions and expectations.
For example, before making a high-value purchase, consumers could use their mobile phone to research details such as specifications or attributes, as well as compare different offerings from different retailers. This means many consumers make their purchasing decision before leaving the house, and only go to a physical store to pay and pick up their predetermined purchase.
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