media update’s Adam Wakefield spoke to Paige dos Santos, digital transformation lead at SAP Africa about how retailers can use technology for their benefit, and how digital change is not just the reserve of large organisations.

Where in your opinion should companies big and small first digitally transform, at the most basic level?

Data is what powers a digital organisation. The first step is to be able to access clean, reliable data sets from inside your organisation, for which you need a modern data platform. From this foundation, you can analyse and combine your data – as well as data from external sources - in a multitude of different ways. The key to creating real impact through data in your organisation is to drive action based on insights, through prescriptive recommendations and linked processes.

Why is voice interaction with customers, through natural language processing and machine learning, important in a market like Africa?

Africa’s population is currently 38% illiterate according to UNESCO. Natural language processing channels such as SAP Hybris and SAP Co-Pilot are multi-modal, enabling users to interact with them via text or voice. This means that retailers will soon be able to interact deeply with illiterate and literate customers alike through digital mechanisms. This offers opportunities to unlock previous untapped markets with new products and services.

Convenience is an important factor driving customer behaviour. Where does the mobile phone fit in all this and where is the mobile in its life journey of becoming the preeminent screen in a person’s life?

Mobile is the primary channel for engagement online and will remain so for some time to come. Mixed reality is starting to make an impact, as we are seeing through the augmented reality war currently unfolding between the likes of Apple and Google. New software in the space, such as recently launched Apple ARKit, is incredibly powerful, enabling consumers to access virtual worlds, all enabled through mobile handsets.

We are starting to see a merging of mobile engagement channels in response to consumers demand for an easy experience. Rather than create their own platforms, businesses are interacting with customers through established platforms such as Facebook. According to Geopoll, Facebook is the preferred e-commerce vendor for 32% of e-commerce customers in Kenya, South Africa and Nigeria, When you consider that most people spend almost 80% of their time on just five apps on their phone, it makes sense that e-commerce technology is evolving to interact with consumers through the channels they know and love.

How will machine learning, analytics, and data visualisation change the supply chain process and how can smaller organisations start implementing digital technology into their supply chain processes?

Advanced analytics solutions such as Celonis can analyse the digital footprint left behind by IT systems, and provide complete transparency into how your processes are working, as well as recommendations for how to optimise them.

Cloud-based microservices enable the utilisation of non-traditional distribution agents, and are accessible to both large and small organisations.

An example of this is the work SAP is doing with Lieferladen. Lieferladen is a grocery delivery service that enables consumers to order from local artisan food producers such as bakers, butchers and fresh produce stores and have the combined order delivered directly to their door. This gives consumers the opportunity to shop from artisan stores, with all the convenience of ordering from a single online retailer. It also provides a platform for food producers to access new customers and focus on what they do best – making delicious food.

How can smaller firms do not have budget to implement technology such as facial recognition software be able to bring in machine learning mechanisms to improve customer experience?

The beauty of the cloud-driven software space we have moved into is that you can test what works and then scale it as needed. Machine learning functionality is embedded into SAP Hybris, and we offer different subscriptions models from Standard, Professional and Enterprise, depending on the size of your business and your requirements. Customers can choose to start small with basic functionality and build on this as they go.  

For more information, visit www.sap.com.

Want to stay up to date with the latest marketing news? Subscribe to our newsletter.
Digital transformation is part of the Fourth Industrial Revolution, as is artificial intelligence. Read more in our article, Why AI is key in the Fourth Industrial Revolution.