AI won’t replace market research. But it will expose weak strategy
Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.
BLACK FRIDAY
Time for Africa’s retailers to refine their Black Friday strategies
By our News Team | 2023
Offer online deals that complement in-store promotions, and use online channels to drive foot traffic to physical stores, says expert.
As Black Friday approaches and African consumers increasingly embrace what was once a uniquely American shopping concept, the continent’s retailers are gearing up to woo customers who are struggling financially – more so than in previous years.
To determine what will ultimately hit the sweet spot with their specific target audience, retailers must find the best fit to leverage both in-store and online strategies.
Photo by Karolina Grabowska from Pexels
This is according to Mike Smollan, Chief Growth and Innovation Officer at Smollan, a retail solutions company servicing brands and retailers across over 60 countries. He emphasises that both in-store and online options have their advantages.
“In-store offers the excitement of sensory appeal for shoppers [and] an opportunity to engage with customers, drawing them in with eye-catching displays and product demos, and maximising on impulse buying,” says Smollan.
“Online offers the potential for new customer acquisitions [and] reaching a wider audience, as well as being able to tap into detailed analytics to track shopping behaviours and identify trends going forward.”
Hybrid strategy makes the most sense
A hybrid approach makes sense. For example, offering online deals that complement in-store promotions and using online channels to drive foot traffic to physical stores.
“Undoubtedly the customer connection is everything, whether online or in-store, as consumers demand an excellent shopping experience over Black Friday,” advises Smollan.
“They want options, the latest ranges, offers on offers, quick check-outs, quality, delivery in the quickest time possible if ordering online – and a store experience where availability, and lots of it, does not switch their mood.
“What we’ve found from an in-store perspective during these times of high demand is the immense value of sending in our surge merchandising teams. They focus solely on brand visibility, additional POS and making sure product is in stock, on shelf, all the time. That’s the whole idea: speed, efficiency and targeted sales.”
This year, Black Friday is on 24 November. Cyber Monday, the Monday after Black Friday when additional deals are on offer, is on 27 November.
Frequently, though, many African retailers and e-commerce portals are offering ‘Black Friday week’ and ‘Black Friday long weekend’ to maximise the hype and marketing effort.
In some markets, this is now the biggest sales period leading up to Christmas, rather than the traditional week or so prior to Christmas Day.
AI search behaviour by SA consumers more than doubled in a year
Consumers are asking AI which retailer offers the best deal, comparing products or researching brands before visiting a website or store.
Port of Mombasa embraces integration and technology-driven solutions
Kenya Ports Authority is working to improve cargo flow and efficiency to support growing trade volumes at vital import-export gateway.
Brands must deliver sustainability through actions, not words
African consumers want ethical, responsible choices. Therefore, brand growth hinges on making sustainable choices affordable and relevant.
Africa’s next competitive advantage isn’t AI. It’s commercial capability
Examining the tech-hype trap and why human judgement, not technology, will pave the way to competitive advantage in Africa.
Former AGB Nielsen commercial lead Hopolang Mothibeli joins Ornico
Strategic senior appointment comes at a time when the local advertising-intelligence landscape is entering a period of significant change.
From inflation to consumption: West Africa’s FMCG turnaround
Ghana has shifted decisively into consumer-led recovery, with Côte d’Ivoire and Cameroon following more gradually.
‘New direction’ for the integration of African marketing and business
AMC President discusses the upcoming conference’s ‘full circle’ and the gathering’s role in navigating marketing’s paradigm shift.
Retailers are re-engineering the checkout – and removing friction
Africa’s retail future may be led not by size, but by those who most effectively remove the friction between customer intent and transaction.
Netflix puts a live actor inside an LA billboard for three days
Out-of-home brand activation above Sunset Boulevard draws attention to a new science-fiction thriller film about a family stuck in a house.
Roxana Ravjee joins Havas as its new CEO for the Africa region
She comes to Havas as a business leader with more than 20 years of expertise across marketing, advertising, transformation and growth.