Online product research has increased and is influencing the physical retail sales of groceries, fashion, medicine and toiletries, and furniture and hardware of as much as R294bn. This has emerged from the “2022 SA Digital Customer Experience Report”, written by Charlie Stewart, CEO of the Rogerwilco agency, Amanda Reekie, founder of online research platform ovatoyou and Julia Ahlfeldt of Julia Ahlfeldt CX Consulting.
The report says the pandemic has permanently influenced online shopping behaviour. It says social selling and the impact of online reviews also influence offline, or traditional, physical sales. Social selling is done directly via Instagram, Facebook Shops and WhatsApp. Woolworths says more than 60% of its online browsers claim to buy in store, which has reinforced its focus on omnichannel retail. Stewart believes brands need to reconsider their entire approach. “It’s dangerous to disregard other channels and transactions … These are no longer niche behaviours. Our research suggests it’s time [for brands] to rethink and broaden their definition of e-commerce to keep up with consumer behaviour.
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