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Send  Share  RSS  Twitter  25 May 2012

RETAIL:  Seamless Integration Key for Customer Engagement in Retail


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Aegis Media recently hosted the 5th Thought Leadership Digibate in Johannesburg. The focus of the online media retail and marketing sector discussion centered around the 2012 BizCommunity Trends Report which was released earlier this year. During the live audio stream just over 4 900 unique IP addresses “streamed ”, whilst 2 475 remained for the entire live audio stream. The Thought Leadership Digibate also trended via Twitter in the Johannesburg that morning

A key area under the microscope was the integration of mobile commerce and other marketing technologies in the retail sector, in particular at store level. According to the panelists, local retailers still lag behind and need to understand that the future is an integrated approach to connecting with consumers and no longer just relying on just the retail space for business. It has been proven that customers tend to trust and readily adopt brands that engage with them and their needs and the challenge is how to interpret the adoption process as soon as possible within the retail space.

Encouraged Dialogue Between the Retailer and the Key Market

“Retail staff need to be properly trained and know how all the integrated elements between point of sale, digital screens and mobile technology work so they can show consumers and encourage interaction and dialogue between the retailer and the key market,” said Dawn Rowlands, CEO Aegis Media, Sub Saharan Africa.

In Europe, there is a leniency towards the retail outlet posing as a mere showroom, where consumers can discover and explore items such as iPods and computers, yet have free range to research the product online and shop around for the best price. It is therefore key to combine all marketing technologies into the retail sector and allow for a seamless engagement.

Other insights taken out of the Digibate included a detailed look the current economic situation globally and within Africa and how the advancement of mobile technology is being utilized. How data is interpreted and delivered to the retail market was another key conversation and it was agreed that the attention to detail in the delivery of key brand messages through mobile platforms is highly important.

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