From aisles to emotions: decoding the customer experience in South African shopping centres

Roland Goldberg
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Roland Goldberg: North-West University, South Africa

in ABEM Conference Proceedings from Academy of Business and Emerging Markets (ABEM), Canada, currently edited by Satyendra Singh

Abstract: The study delves into the intricate dynamics shaping customer experiences within the vibrant retail landscapes of South Africa. It begins with an overview of the evolving retail industry, underlining the pivotal role of South African shopping centres as burgeoning arenas for customer engagement and brand expansion. At the heart of the discussion lies a comprehensive analysis of the strategies essential for shopping centres to navigate and excel in these dynamic markets. Further, this study delves into the importance of crafting tailored marketing approaches that resonate deeply with local cultures, consumer behaviours, and preferences. Central to this narrative is the exploration of digital platforms and their transformative role in creating immersive customer experiences that bridge the gap between the physical retail space and the emotional realm of the shopper. Drawing from compelling case studies, the study dissects the success stories of shopping centres that have effectively penetrated and flourished. In conclusion, findings underscore the imperative of continuous innovation and authentic engagement with the South African consumer base for sustained success in these dynamic retail environments. By fostering genuine connections and embracing innovation, shopping centres can survive and thrive in the multifaceted world of retail in emerging markets.

Keywords: aisles; emotions; customer; experience; Africa; shopping centre (search for similar items in EconPapers)
Date: 2024
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