No life without technology present possibility: This may come as a surprise - people cannot imagine life without technology. And falling behind when it comes to technology adoption and use is just as unthinkable.

Here are some findings from a study conducted by Ipsos, the world's third largest market research company, based on interviews with 22,000 consumers in 33 countries.

Ipsos Account Manager Tasnim Kolia and Ipsos Account Manager Hendrik van Blerk shared their ideas at a Google Cloud for Retail event in Cape Town yesterday.

"Our conversations with clients showed that technologies allow them to feel part of a global community. As if they can leverage things beyond our borders and become citizens of the world. in their own countries, "said Kolia.

For South African customers, credibility and convenience are key factors in the online retail environment, Van Blerk added.

No life without technology possibility present

Online retailers not only eliminate the friction of shopping, in many cases survey participants say that shopping online meant they had more options, which allowed them to browse through a wider variety of products and services. . When done properly, these platforms are also gaining popularity among local customers because they are better equipped to deliver the personalized experiences everyone is looking for.

But customers may be overwhelmed by all the options available, so they increasingly stick to the brands they know and trust. Other factors driving online shopping behavior include customer experience and service level, shared the Ipsos team.

According to Kolia, local customers are concerned about the privacy and use of their data, but are willing to make the sacrifice for the personalization and convenience mentioned above. "If South African customers want personalization, they understand that they need to be willing to share some of their information in order to get it."

So how can brands use these findings to improve their retail game? According to Ipsos, retailers need to think about the consumer. By making appropriate suggestions, communicating with them non-invasively, and using their data to give them personalized, appropriate, and personalized experiences.

Rise of the empowered consumer

We all know that the retail ecosystem is changing and that mobile devices are driving much of this transformation, said Linah Maigurira, Google South Africa's retail industry manager. The fact that we have all heard this before, does not make it less relevant, he continued. The reality is that mobile devices are still something that retailers need to keep an eye on today and in the future. Not only in Africa but around the world.

"Your customers are entering your store with the intention of buying and this intention is supported by knowledge. They visit the mall with intent and know what they want to buy and at which store."

Its consumers are more curious, more demanding and impatient than ever, Maigurira said.

Artificial intelligence (AI) is one of the major game-changing technologies in retail and is one that retailers need to successfully interact with this more knowledgeable customer. And yet, AI has not become a key spending priority for retailers, Maigurira continued.

"AI is so game-changing that our CEO has even gone so far as to describe AI as something that will be more shocking than fire or electricity."

But using AI requires data. And it's not just about data; it is also about using that data effectively. "Data is the backbone of retail," said Maigurira. If modern retailers want to understand their customers, they need to gather information so they can get to know their customers better and not just market and sell them.

"The retailers that are going to survive are the ones who market for this empowered customer who is constantly connected, who has high expectations for personalization and wants things on the go."

But before companies spent their budget on digital transformation, Maigurira emphasized that 98% of sales in South Africa are still in physical stores, meaning that only 2% of transactions are online.

These figures should not deter retail companies from increasing their online efforts. According to Maigurira, many of the in-store experiences that customers are starting with a web search on a mobile device. Then shopping can be done at a physical store, but the path to shopping is happening online, he explained.

"No matter how you go shopping, the fundamentals remain the same," concluded Maigurira. "Some of the components of your shopping journey are different: some are online, others are offline. If you can create connections between online and offline systems and use data to understand customer behavior, you really make it one channel. "