The end of year festive season is almost upon us and for many businesses, especially those in the retail sector, this means the start of the peak activity period. In order to realize revenue targets, as well as offer a shopping experience that attracts a loyal following, it is imperative that retailers, both traditional and online, are properly geared for the expected upsurge in sales that is synonymous with the ‘silly season’.
This is according to Hennie Heymans, CEO of DHL Express Sub-Saharan Africa (www.dpDHL.com), who points to the findings in a 2016 study by McKinsey Company, which indicates that shoppers in the African market are developing and demanding more creative, engaging and integrated shopping experiences from brands. “Multi-channel access points and reliable digital platforms are increasing in importance as consumers continue to look for products that are value for money. Companies must give consumers solid reasons to choose their product or store over alternatives,” he says.
Shoppers based in Africa shop across a number of channels and respondents claimed to have shifted a considerable amount of their spending toward modern retailers and away from the small independent retailers.
During the festive season, a company’s top priority is to make sure that its platforms are effectively managed and prepared to deal with an increased influx of customers. This period is also a highly competitive time for retailers and