The best strategies to engage shoppers are built on an in-depth understanding of how consumers make purchasing decisions, both online and in-store, says Gareth Paterson, head of retail services at Nielsen SA. Paterson says it’s important to offer touchpoints that are suited to people’s specific requirements and resonate in their lives. However, getting this right often means blurring the boundaries between online and in-store. His observations are based on findings revealed in Nielsen’s latest global study: “What’s in-store for online grocery shopping – omnichannel strategies to reach cross-over shoppers.” The research was conducted in 63 countries and analysed consumer behaviour in terms of attitudes towards online shopping and what they will buy online versus what they buy in-store. The results showed that in emerging markets, SA included, a “bricks-and-clicks” approach will set the tone for the future of retail in the country. What supports these findings is that when SA responde...

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