How retailers can win the post-pandemic retail wars (e-book)
Customer service is at the centre of how retailers can win in the post-pandemic retail wars and attract more loyal customers. Currently, 76% of South African shoppers find retail service in store “indifferent”, and 94% believe there is room for improvement.
The findings from the Bateleur Brand Planning, 2022 Bateleur Vantage Point survey, published exclusively in partnership with Retailing Africa – available free to download. In the ebook, How retailers can win the post-pandemic retail wars, the findings point to the fact that the post-pandemic consumer is more discerning and price conscious, so product quality is even more important.
While South African retailers are known for their friendly staff, they achieve low scores for staff knowledgeability and attentiveness across the board. Retail fortunes would improve if customer service improved radically, and staff were trained as “Champion Salespeople”.
In concept, this is obvious, but may be more difficult to achieve. Shoppers deem service levels in South Africa to be, at best, mediocre. It requires more than simply being friendly and helpful to satisfy shopper needs. Such superior frontline customer service is not the domain of on-the-floor staff alone. Such service cultures begin in the boardroom, with the overall organisational leader standing accountable for its creation and delivery.
“Champion Salespeople” will drive the future of retail success; and the opportunity exists for retailers that want to differentiate themselves and win the retail wars.
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