In developed markets, not only does a successful omni-channel offering drive growth, it influences over 50% of store-based sales and delivers more profitable customer baskets.
So says Jessica Knight, senior executive at UCS Solutions, who will present at the ITWeb Digital Economy Summit 2015, taking place in Johannesburg on 21 and 22 April. Knight's presentation: "Capturing the omni-channel consumer - the challenge and opportunity for SA retail" will demonstrate how shoppers are faced with an array of choices, including mobile, online and the physical store experience.
She will also focus on the impact these global trends have on the South African market.
"While South Africa's retail sector has been regarded as lagging behind other markets in terms of the trend towards omni-channel retailing, this has changed dramatically over the past two years. Major retailers such as Mr Price, The Foschini Group, Makro and Edcon have joined the likes of Pick n Pay and Woolworths with an online offering.
"Moreover, smartphone adoption is accelerating rapidly and will provide another important touch-point for the omni-channel experience," says Knight.
Drawing on local and international consumer and market research, Knight will provide insight into the challenges and opportunities of omni-channel retail in SA. "In an environment where the consumer and the economy are under pressure, it has the potential to be a key driver of a retailer's future competitive positioning and strategy.
"However, it can also pose significant challenges in terms of fulfilment and execution when set in a context of 'pure play' competitors that are consolidating their market position, as evidenced by the recent Takealot and Kalahari takeovers," she says.
Joining Knight at the event is Nevo Hadas, partner at innovation and commercialisation services provider, &Innovation, who will speak about tools and best practice used internationally to unlock the value of digital transformation.
Hadas will demonstrate how different tools can be useful in thinking about and implementing digital transformations. He will also discuss the massive impact the digital economy has on the tools used, and how they bring out the human insight that excites consumers and creates traction.
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