Consumer is king
Consumers can now pick and choose the retail options, including online and overseas shopping, that best suit them, so ad agencies need to be a lot smarter creatively
SA retailers are being forced to look for more engaging ways to reach consumers who are increasingly time-poor and spoilt for choice. But, says Kim Reddy, consumer insights director at research firm Nielsen SA, traditional advertising remains the main channel to drive reach and awareness. She says ad agencies need to become a lot smarter creatively and strategically in understanding customers’ changing needs. "Consumers have more choice today but less time. They need quick, easy solutions," she tells the FM. "They look for experiences that are efficient and expedient. We see this in the rise of convenience stores like forecourts and spaza shops … consumers go in, grab what they want and check out. More choice also leads to more clutter and confusion, so simplicity saves them time and effort." Against this backdrop advertising needs to get much better. "Of all the marketing investments that brands make, the biggest asset and expense still lies in advertising and sponsorship, and a bu...