Lack of Personalisation is a Notable Pain Point for South African Consumers

 Building and maintaining a brand involves meticulous development and execution of marketing initiatives that align with the preferences of consumers. 

Pretorius aims to enhance brand visibility, drive sales, and cultivate meaningful customer engagement. Her core responsibilities include guiding the team in the creation and execution of marketing campaigns that resonate effectively with the target audience, ensuring brand consistency across all touchpoints, and establishing deeper connections with customers.

A key aspect of Pretorius’s role is to comprehend the customer deeply and relay their insights to the broader business. This approach enables the team to continually address the evolving needs of the consumer, delivering products and experiences that consistently surpass expectations.

Martechvibe spoke to Pretorius about the emerging martech trends and how South African customers expect seamless shopping experiences both online and offline, personalised communication, and high-quality products at competitive prices.

Full interview:

How are the customer expectations in South Africa changing?

Customer expectations in South Africa are evolving rapidly, driven by technological advancements, changing consumer behaviours, and increasing competition. Today’s customers seek convenience, personalised experiences, and value for money. They expect seamless shopping experiences both online and offline, personalised communication, and high-quality products at competitive prices.

A notable pain point for many South African consumers is the lack of personalisation in their shopping experiences. With generic marketing messages and standardised product offerings, individuals often feel disconnected from brands and struggle to find products that resonate with their unique preferences and needs.

At Ackermans, we recognise the shifting landscape of customer expectations and actively strive to meet and exceed them. We invest in technology and innovative solutions to enhance the shopping journey for our customers. Our omnichannel approach ensures that customers can seamlessly transition between online and offline channels, enjoying a consistent brand experience regardless of how they choose to engage with us. 

Through personalised communication and targeted promotions, we aim to make every customer feel valued and understood. Additionally, our commitment to offering high-quality products at affordable prices reflects our dedication to meeting the needs of the South African consumer.

How does Ackermans approach omnichannel marketing to provide a seamless shopping experience for customers?

Ackermans understands the importance of providing a seamless shopping experience across various channels to meet the diverse needs of our customers. Our approach to omnichannel marketing goes beyond mere integration; it’s about creating a cohesive and convenient customer journey that eliminates unnecessary hurdles.

We leverage technology to enable features such as online ordering with in-store pickup, a service that allows customers to browse and purchase items online and collect them at their nearest Ackermans store. This initiative has been well-received by our customers, as it offers them flexibility and convenience in their shopping experience.

In response to the evolving needs of our customers, we introduced home delivery in October 2023, recognising the demand for a more convenient and flexible option. After launching Click and Collect, we swiftly identified the necessity for home delivery, and the response from our customer base has been remarkable. 

This expansion has allowed us to reach a broader audience and cater to their preferences, further solidifying our commitment to providing accessible and hassle-free access to our products across various touchpoints.

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What emerging martech trends or tech do you believe will have the most significant impact on retail in South Africa?

In South Africa, emerging martech trends such as AI-driven personalisation, augmented reality for virtual try-on experiences, and mobile payment solutions are expected to have a significant impact on retail.

Additionally, the adoption of data analytics tools for predictive modelling and real-time insights will enable retailers to better understand customer behaviour and optimise marketing efforts.

At Ackermans, we implemented advanced martech solutions in2023, including a robust customer relationship management (CRM) system. This system enables us to centralise customer data, track interactions across various touchpoints, and personalise communication effectively. 

By leveraging data analytics tools for predictive modelling and real-time insights, we gain a deeper understanding of customer behaviour, preferences, and purchase patterns. This empowers us to tailor our marketing efforts, optimise product offerings, and anticipate customer needs more accurately.

How do you see Generative AI impacting the role of the marketing and CX function?

Generative AI has the potential to revolutionise the marketing and customer experience functions by enabling hyper-personalisation at scale, content creation automation, and predictive analytics. It can help marketers create compelling campaigns, optimise customer interactions, and anticipate consumer needs more effectively.

However, it’s crucial to remember that while AI can enhance efficiency and scale, it can never fully replace the human touch. As marketing professionals, we must recognise the value of AI in accelerating processes and delivering insights, but also acknowledge its limitations in understanding complex human emotions and nuances.

At Ackermans, we understand the importance of striking a balance between AI-driven automation and human interaction. 

While we have started adopting AI technologies such as design AI tools and ChatGPT to deliver faster and more personalised customer experiences, we do so with the understanding that human oversight and intervention are essential.

Our marketing teams leverage AI to streamline tasks, gain insights, and deliver targeted messaging, but decisions ultimately incorporate human creativity and empathy.

By embracing AI while preserving the human touch, we can ensure that our marketing efforts remain authentic, empathetic, and resonant with our customers. It’s imperative for marketers to learn the value of AI in order to streamline processes and enhance efficiency, but never at the expense of losing sight of the human element that drives meaningful connections and brand loyalty.

My ideal martech stack comprises a comprehensive suite of tools and platforms that enable end-to-end customer engagement, data-driven decision-making, and seamless integration across channels. This includes customer relationship management (CRM) systems, marketing automation platforms, data analytics tools, content management systems, and AI-powered personalisation engines.

By leveraging these technologies, we can effectively manage customer relationships, automate marketing processes, analyse data for actionable insights, streamline content management, and deliver personalised experiences at scale. The integration of these tools enables us to create cohesive customer journeys and optimise marketing strategies based on real-time feedback and analysis.

At Ackermans, we recognise the importance of investing in technology to stay competitive in the ever-evolving retail landscape. Our ongoing commitment to enhancing our martech stack reflects our dedication to delivering exceptional experiences and driving sustainable growth for our brand.