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“Brands need to grasp that new channels of trade are on the rise, and that even if purchases don’t happen online, that’s where many customer journeys begin. “What we need to acknowledge is that online is far more complex than we had realised – and that selling can come from almost anywhere online,” says Julia Ahlfeldt. As part of the ‘new’ online journey, it is done through buying directly via Instagram, Facebook Shops and WhatsApp, where these portals are as much online pathways to purchase as a now ‘old-school’ e-commerce website is. Social selling is a significant area to note, accounting for 10% of all e-commerce sales. This includes social selling, marketplaces, search engines and reviews, among many more.Ĭonsider how many consumers simply use the internet to browse for products, only to buy them in store when discounts come around, or those who consume reviews so as to get a true and accurate picture of what they are considering to purchase, before any money is exchanged. Online refers to every single interaction a brand can have with its customers, through a multitude of digital touchpoints. This could not be further from the current truth. Up until very recent times, the very notion of online meant web or app.

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#BizTrends2022: CX, disloyalty and lessons from the ice-cream shopīy Amanda Reekie, Issued by imagineNATION Alliance Offline gets a shot in the arm from online activity While the three authors offer the primary insights into the data, the report is also peppered with considerations from 11 seasoned industry veterans including senior marketers from Meta, Woolworths, Zando, TFG, Luno and the V&A Waterfront. Findings are based on the responses from 2,000 South Africans. The 2022 South African Digital Customer Experience Report is authored by Charlie Stewart, CEO of Rogerwilco, Amanda Reekie, founder of online research platform Ovatoyou, and Julia Ahlfeldt, from Julia Ahlfeldt CX Consulting. So much so that this report estimates that online product research and discovery influences as much as R293.8bn in physical retail sales across the economy’s top categories of groceries, fashion, medicine/toiletries and furniture/hardware. Social selling, the astounding impact of reviews and also how the major impact of online – in all of its facets – is impacting the offline sale is significant. The 2022 report producers note that there’s little need to still attribute this to the Covid era, as while the pandemic precipitated a move for many to digital, it has permanently influenced our new online shopping behaviour.

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