It monitors and analyses the entire value chain and innovation concerning global consumer goods and services. From the creation, design, manufacture, branding, packaging, marketing, sale of, payment for and delivery of, through to end of life disposal of consumer goods and services and the corresponding evolution of all 7 billion global consumers themselves.
"Omnichannel is relevant to Africa, with mobile phone penetration in Africa hitting 80% in 2013 and increasing faster than any other region," explains Kelly Meredith, member of IORMA advisory board and director, IORMA (Africa). "Mobility is taking hold and the region presents a wide range of opportunities to businesses prepared to adapt to the ever growing social consumer with an omniscient identity.
"Omni retailing provides experience continuity across many brands and points of engagement. As a brand owner, you need to be thinking how you can empower all consumers in every environment across any platform, which may be in your competitor's store. Consumers are no longer loyal to one brand; they are loyal only to their experience and to whoever enables product research, selection, communication and payment in a seamless fashion - both on and offline.
"Omnichannel behaviours are much in evidence in Africa. The availability of robust data transmission across mobile networks is enabling users to browse websites, interact with brands through social media, shop and showroom, and pay for purchases via their mobile phones.
"Moreover, the trend goes well beyond retail. As large commercial brands move into Africa, operators increase their coverage, technology vendors develop infrastructure, governments ease trade restrictions and the mobile phone increases its footprint - Africa is fast becoming a commercial haven full of opportunity. Companies such as Syngenta - a world-leading agri-business that helps small-scale farmers to maximise crop output - are pioneering the omnichannel approach in Africa. It provides a code which farmers can use to maintain contact with the company throughout the entire crop lifecycle."
The newly founded IORMA hub, based in Africa and led by Meredith, opens up a world of possibility for those businesses who are rightly looking to Africa as their next growth region.
"Being an African with a strong knowledge of the enterprise mobility landscape, coupled with the extensive global knowledge offered by the association's advisory board, I have no doubt we are strongly positioned to uncover and understand the tremendous growth opportunities for our association members," concludes Meredith.
For more information, go to www.iorma.com.
