Great marketing is an art, but big data has introduced a scientific element to marketing campaigns. While data and analytics will never replace the creative minds behind the most inspiring campaigns, they do provide marketers with the precision tools to hone their strategies and brand positioning.

Big data analytics is now being applied at every step of the retail process: from predicting popular products to identifying the customers who are likely to be interested in these products and what to sell them next. Consumers, in turn, want to know about products that interest and appeal specifically to them, and they are used to being presented with products and promotions uniquely tailored to their preferences and habits. Catering to that individuality has been proven to increase revenue, customer satisfaction and brand loyalty.

This is especially true for big data collected from customer loyalty and rewards programmes, as it yields unsurpassed insights by providing a detailed, comprehensive picture of a customer, such as their likes and dislikes, gender and location and preference for being rewarded. These insights are invaluable for brands that seek to increase revenue, improve the customer experience and shape their brands for the future.

A case in point in the South African context is Retail Engage, a division of the AKELO Group, which owns and operates one of the largest ‘main market’ shopper rewards programmes called bonsella. Targeting more than 10 million consumers, bonsella enables brands to connect with a major proportion of the economically active main market consumer base in South Africa.

Stuart Hoy, Head of Retail Engage, says, “The main market comprises the majority market, or the ‘base of the pyramid’, making up a significant portion of consumer FMCG spend. Brands find it challenging to communicate with this market but by connecting retailers, shoppers, and brands through instant gratification rewards, such as airtime, for purchases of goods on promotion, the bonsella system delivers more value, which motivates this market. Participating retailers benefit from increased footfall and products on campaign to attract more spend in-store. Hoy notes that this consumer is looking for added value and tangible rewards in real-time, and Retail Engage regularly undertakes research to understand what motivates this market.

Retail Engage's system has been proven to drive brand awareness, sales, and loyalty for businesses. An example is a hair product promotion that resulted in a 210% increase in sales, with Retail Engage providing the brand with in-depth shopper analysis. This data insight was used to uncover meaningful customer analytics and improve their marketing strategy. Retail Engage's immersion and trust in the market also allows for regular market research to enhance understanding of target audiences and how to market brands effectively.

Retail Engage's Stuart Hoy shares advice for brands targeting South Africa's main market customers:

Choose between high volumes or loyalty and engagement

This market places more trust in traditional advertising, so leverage in-person activations and in-store displays

Tailor price points and promotions for each retail channel

Deliver great experiences to create brand advocates

It’s not the amount of data that matters but the way you use it

For greater insight into South Africa’s main market and how to reach these consumers through targeted, cost-effective campaigns please visit www.bonsella.com | This email address is being protected from spambots. You need JavaScript enabled to view it..

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