by Elton Zvinavashe
I fondly remember the thrills and excitement that came with the prospect of my mother letting me tag along during her shopping adventures in town. I choose to use the word adventure in an attempt to accurately describe the complex and almost sophisticated the process seemed to be. I will be playing hard and loose with the truth about the experience if I also fail to acknowledge that a rollercoaster of emotions was almost always the case. This is because what began as a fun quest for treasure almost always ended in tears. Our definition of what was treasure was different. How does she pass this Ice Cream Vendor l wondered , what else could be more important than Cold sweet chocolate coated candy on a stick. The jury in my head sat on these and similar cases to Address the injustice and the assault on my cravings. The verdict was always the same that clearly the woman had her priorities upside down for putting ice cream at the bottom of the day’s to-do list.
Shopping back then was an art and a science in its own regard. The average person could be seen moving in zigs and zags, criss-crossing the densely packed streets in town hopping from one shop to another often several times. It was almost as though they were solving a puzzle. Drawing comparisons of prices across different shops which were operating in close proximity. The exercise was therefore physically demanding but checking prices wasn’t pointless as the wisdom in the approach revealed itself at the end in the forms of shopping bags filled to the bream and change for spending on other things. What seemed like chaotic patterns of movement and sequences turned out to be a well choreographed display of tact and discipline. The average person was guided by a list drafted at home which was often adhered to religiously. Apparently there was a method to the madness.
Two decades and a few years later there’s a sharp contrast between shopping methods of yester years and that of today. The advent of E-commerce is providing paradigm shifting ways of doing shopping. Consumers are now able to not only compare prices online but also make purchases and have them delivered at their doorstep all this in the comfort of their homes. Having been born in an era where shopping especially for groceries required a dedicated day, witnessing the gradual transition into online shopping that can be done simultaneously while people go on with other daily tasks has been remarkable. The new age consumer finds themselves beautifully equipped with technological tools at their disposal which are making purchasing a convenient undertaking.
Telling the young ones belonging to gen Z that shoppers back then couldn’t add an item to their cart and keep it there until they are ready to check it out almost seems like far fetched folktales. I always reflect with awe how people would take screenshots with their minds, they’d hear of special sales o. Radio once and keep it to memory. Not having the ability to surf through the internet inorder to leaf through pages of retailers meant that choices were also limited to what was physically doable. This usually affected consumers when buying small items at local shops who enjoyed the privilege of the confines of distance. Fortunately the story has changed and distance from the shops is fast becoming a non deterrent. In a case where one has to move physically from one shop to another checking product preferences and pricing you can only do so much before yielding to the next available item. However being able to browse website platforms for products is rather refreshing in comparison and unlocks more buying power. These radical changes have far reaching implications for both consumers and retailers. There’s still a lot of work to be done for e-commerce to become a mainstay especially in Africa but the dice has been cast and a firm foundation has been laid.
E-commerce is taking over and businesses have to strategically position themselves to embrace the tides of change. Google has introduced a new aspect of search which is google lens. It allows one to take a picture and make a query on it. This is making online shopping even more refined because a picture of a product searched brings numerous results of where it’s sold and the prices. What appeared to be a mammoth task has been dwarfed by algorithms and the power of search engines. The new age consumer is now better positioned to make informed decisions and get real value for their hard earned money. The shopping exercise is continuously being made better and the effort required is being dramatically reduced.
Convenience is now the buzz word. Retailers have to wake up to this reality. Traditional shopping meant that some enjoyed the monopoly of being the nearest shop. This was an advantage which they used to often stretch prices with less competition within close range. Consumers leading demanding lives would barely have time and would only conduct a simple catch as catch can sampling of prices. Now the landscape has tilted in their favor and the retailers have to adjust to cultivate a new sense of appeal. In countries like South Africa, battle lines are being drawn between traditional retailers and online ones. The retail space is now layered and tiered. Checkers, pick n pay, game among other players in the industry have reinvented themselves to cater for both online and conventional shoppers. On another level local e-commerce is facing stiff competition from global retailers like Shein. It’s for those reasons that local players have been calling for duty increases in order for them to be cushioned against “unfair competition”.
When all is said and done, one important truth is that change is inevitable and businesses have to constantly adjust to navigate the new technological dynamics. A lot of what seems like a competitive advantage today will surely not be the same tomorrow. I end my submission with a quote from Eric Hoffer “ In times of change learners will inherit the earth while the learned will find themselves beautifully equipped to deal with a world that no longer exists.”
Elton Zvinavashe is a wordsmith, copy writer and storyteller. He writes in his personal capacity as a Digital Marketing Enthusiast. He can be reached for feed back on eltonpossibilities@gmail.com or +27849496768
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