This implies a seamless shopping experience no matter the platform, driven by immediacy and ease. Consumers want proactive customer service and support anytime, anywhere. And while this is largely driven by constantly connected millennials and Gen Z consumers, who largely live in the online world where events happen in real-time as they dictate the terms on social media, 85% of South Africans across all income and age groups surveyed stated it is of utmost importance to access products and services when and where they need them.
By Eben Esterhuizen 30 Apr 2019
Seamless social commerce in the spotlight
For the consumer of the future, it is the provision of distinct and tangible channel-less shopping experiences that will enhance and differentiate a brand’s value proposition. That’s why physical retail spaces are being redesigned into flexible, modular spaces that can easily be changed to offer multi-sensory experiences, with that focus on phygital experiences adding to overall seamlessness.
Of course, a mobile marketing mindset is crucial to getting this right, as our online survey measuring behaviours and attitudes in the ecommerce space reveals that two thirds of internet users have made purchases via mobile. Fashion, electronic products, food and household products are the main categories shopped, with almost 60% having ordered a meal online.
There are also customer relationship implications to consider, as the digital evolution means people’s expectations of and way of interacting with brands has changed. The rise of omnichannel now means ecommerce is available anywhere, so customers expect to communicate with brands on their channel of preference and make purchases directly via social commerce platforms.
Transactional terms of engagement, redefined...
Today’s terms of engagement are fast shifting beyond the transactional, driven by consumers wanting it now, with associated expectations of faster reactions and faster fulfilments. People want to access relevant information and advice right away, with the type of interaction in their control. Brands need to make it easy to get in touch, sign up, order and buy, with younger shoppers increasingly making purchases directly from social media.
Micro influencers are driving this behaviour by instigating purchases online as they offer unfiltered insights into their lives, the products they use and how they make purchasing decisions. This is helping social media evolve into a space where product content is expected and even desired, provided it is authentic and aligns with users’ values.
By Bogosi Motshegwa 17 Nov 2021
Azola Tshobonga
Associate Director, Strategic Consulting, South Africa, Kantar
moc.ratnak@agnobohst.alozA
Sources: Kantar SA ecommerce survey 2022, GWI - Social media trend report 2021.
By Andrew Wiseman, Issued by Kantar 7 Apr 2022
By Mark Molenaar, Issued by Kantar 31 Mar 2022