CAPE TOWN – The shopping experience for many people in South Africa has changed due to the lockdown, store closures and homeschooling with most customer journeys taking place online.
According to a study commissioned by Google, here are five new shopping behaviours in South Africa:
1) ONLINE PURCHASES
Hard lockdown and curfews during the adjusted lockdown levels impacted shopping decisions and habits.
Slow-moving goods like consumer electronics, home and garden, fashion and food showed an increase in online purchases, while fast-moving goods which are available in pharmacies and grocery shops remained mainly offline.
2) BUYING DECISIONS
With the shift towards an increase in online purchasing preference, prioritising a consumer’s online journey has become vital.
Shopping decisions are being made through online product discovery and researching where and what they want to purchase, which leads to a focus on more online ads and online marketing for retailers.
3) SHOPPING APPS
A mix of shopping and individual brand apps are now being used by 35 percent of South African consumers compared to 30 percent in 2019.
And, although the mobile web continues to outweigh apps, the spike in shopping app downloads proves it is worthwhile for retailers to promote and adapt to the new market.
4) SEARCH & VIDEO
Retailer websites, apps and online video products have grown significantly as consumers research their products online
Retailers need to prioritise a mobile-friendly approach in their marketing approach and drive online video.
Consumers are now open to a wide range of possibilities online through product research and have shown interest in trying out new brands and retailers.
The study shows that consumers purchasing from new brands or tried new retailers are not too concerned about quality, instead of convenience, price, and stock availability.
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