On the one hand, you have Pick ‘n Pay – the second largest supermarket chain store in South Africa. A conventional brick and mortar business that’s been around since the late 60s, Pick ‘n Pay has a reach that extends across Southern Africa.
On the other hand, you have Yuppiechef, an online retailer specialising in kitchen and homeware products. This e-commerce pioneer has been in business for just over a decade and has made a mark by leveraging digital tools and technologies.
Two very different stores and two very different approaches to retail. Or at least that used to be the case. Retail digitalisation is uniting their strategies, bringing these successful businesses together in more ways than one.
In Pick ‘n Pay’s recent digital push, they unveiled a new online shopping website, which was designed to function as a complement to their mobile app. According to the popular retailer, the new site was developed to offer greater convenience and a wider choice to the store’s ever-expanding online customer base.
And in Yuppiechef’s move into the realm of the more traditional, they acknowledged that physical stores remain the first port of call for many South African shoppers. In October, the e-commerce success opened their first physical store to cater to customers who enjoy browsing around and physically experiencing the products before making a purchase.
It’s about the experience
What these two examples illustrate is that retail is changing and that businesses looking to stay ahead need to move with the times. In the era of retail digitalisation, experiences and personalisation are your trump card, a card you can use to draw shoppers in and keep them coming back for more.
Acknowledging that many of their customers don’t have the time to visit a physical store and want the option to shop online, Pick ‘n Pay has met customer needs by giving their customers this freedom.
“We’re giving our online shoppers enormous choice so that they can create the grocery shopping experience that really works for them. From choosing the exact brand of tomato sauce they want to selecting a specific delivery time, down to the hour, it’s all about grocery shopping fitting in with our customers’ lifestyles – not the other way around,” says Mike Cotterell, head of online shopping at Pick n Pay about the move.
Similarly, Yuppiechef realised that some of their customers want to touch and feel a product before opening their wallets. Accepting that customers will probably spot something online and then want to take a look at that product in the flesh, they expanded their business to cater to these individuals.
Retail digitalisation is playing a significant role in shaping the success of stores new and old. Finding the right fit for your business comes down to understanding all your options. Our monthly newsletter showcases all the latest happenings in the telecoms, business and retail space. To stay ahead of the competition, subscribe below.