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For fast-moving consumer goods (FMCG) brands to survive in a post Covid-19 economy, a complete rethink of digital marketing strategies is now a must.That is the blunt conclusion of Nielsen’s New Shopper Normal study.Before the pandemic, only 4% of South Africans said that they shopped most often online. That figure rose to 11% in May 2020 (during level 4 lockdown) and was up to 12% by September 2020 (level 1). And of the new online shoppers, 28% had never shopped online before Covid-19.Chris Botha, group MD at Park Advertising, which has giant media agency The MediaShop in its stable, says there is no question that the pandemic speeded up digital transformation for most businesses."Within five days the majority of the private sector in SA went from a work-from-office situation to a work-from-home situation — they did that in 120 hours." says Botha. "The rapid change has meant that many retailers had to expedite their digital and e-commerce plans. Checkers Sixty60 [their mobile app...
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