Online route to a bigger slice of festive season consumer spending
Retailers that more effectively integrate the customer experience from brick-and-mortar with online are best placed to secure a bigger slice of the festive season consumer spending pie this year. That’s one of the lessons from a study of South African shoppers by Deloitte South Africa. "Convenience‚ sales and bargain hunting‚ product comparison‚ price comparison and product information research are the main factors driving online engagement for consumers‚" said Dylan Piatti‚ a senior chief of staff for the global auditing and business advisory firm in SA. He said online shopping is gaining popularity‚ thanks to the ease of access to product information‚ deal searching and 24-hour shopping practicality. "While we do anticipate an upswing in local online sales‚ this contrasts with the extent of US levels where online channels are set to make holiday history‚" said Piatti‚ who specializes in African consumer and industrial products. "Although online sales have increased year on year‚ i...
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