Despite the fact that retailers have to compete with online stores for customer attention, it’s clear that the human touch is still important for many customers. Technology may have changed many aspects of the brand experience, but as sensory beings we still like to see and feel the brands we support. While technology has extended the reach of brands, it’s also affecting both the digital and physical spaces they occupy. Data analytics There is a huge rise in the use of data analytics by retailers in Europe and the US, and SA retailers are quickly following suit. Smartphone apps, in particular, can track the entire shopper journey and personalise how brands interact with their customers. However, data analytics should always be backed by a positive in-store experience.
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.