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Johannesburg - The gap between customer expectations and retailer delivery is widening, according to a European survey by the consultancy firm Accenture. Consumers expect more from their shopping experiences- but they're not getting it.
They want value for their money rather than just low prices, and a better shopping experience. But what they get is more of the same from retailers seemingly oblivious to their needs.
Is the same thing happening in SA? Probably, said Europe, Africa and Latin America MD of CRM Xavier Gazay at the Accenture Customer Relationship Marketing conference on Tuesday, 7 July. It is not because companies are unaware or uncaring of consumers' needs.
But they're not spending enough on finding solutions. Also, says Gazay, most data is collected on a macro-economic level, which doesn't provide the crucial clues they are searching for.
Clearly, price matters: the number of people who are shopping around for the lowest prices has increased by 15%-20%. But price is not the dominant factor it was expected to be. Gazay warns against cutting budgets or shifting the focus to sales promotions and other short term solutions.
The recession is described as an opportunity to get in touch with the consumer. "There is no other choice," says Gazay. "Businesses (like Unilever) that understand this have thrived."
- Fin24.com
