The group said it is positioning its social media platforms as an ‘extension of its marketplace’ through new tools such as ‘virtual try-ons’, allowing customers to try on their make-up products virtually on Instagram, with the option to purchase straight from the platform – a first in South Africa.
“Our brand extends far beyond our stores, web or app platforms, into what is essentially a customers’ chosen social marketplace. Showing up as relevant within each channel is critical, and we dedicate a lot of focus towards engaging with our customers and creating really compelling content for our customers to enjoy.”
While South Africa lags behind the rest of the world in terms of social commerce adoption, Wilson-Späth noted that Woolworths plans to leverage its dominance in social media to take advantage of the inevitable growth of this sales channel. “Retailers are exploring new products, new ways of delivering products, and new partnerships and loyalty programmes to create retail ecosystems. When done well this has resulted in innovative projects that improve the customer experience, lead to growth opportunities, and broaden revenue streams.”E-commerce and online shopping
Source: Entertainment Trends (entertainmenttrends.net)
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