According to the report, the digital age has revolutionised our daily lives — from the convenience of ordering groceries with a swipe to maintaining instant connections with loved ones.
This shift has also fundamentally altered how consumers interact with brands, redefining what an excellent customer experience (CX) truly means, the study shows.
"This isn't just a report — we're delivering actionable insights that advertising and marketing strategists can immediately use to transform customer experiences," says Charlie Stewart, CEO of Rogerwilco, co-author of the report.
Stewart co-authored alongside Amanda Reekie, director of Ovatoyou, and Julia Ahlfeldt, a certified customer experience professional.
The sixth edition of the study explores how brands resonate with consumers, the growing power of reviews and the impact of the digital super shopper on big business.
While the report examines the overall customer experience ecosystem, a key finding is that today's consumers are growing tired of their business interactions — even amid efforts at hyperpersonalisation.
Stewart has highlighted a significant shift in customer experience.
"What once thrived on surprise and delight has now shifted to simply solving pain points, leaving customers feeling frustrated and, at times, even bored."
The rise of the digital super shopper further influences the evolving customer landscape. The 2024 research identifies these super shoppers as predominantly black, urban-dwelling women aged 25-34 with household incomes over R30 000, reshaping the retail environment.
Additionally, a smaller but influential group of women aged 50 and above, with incomes over R10 000, are also making an impact. Despite economic pressures, these groups lead the way in online shopping, demonstrating savvy purchasing behaviour, which includes thorough research and comparison before buying.
In line with these trends, ordinary consumers increasingly rely on reviews to validate their purchasing decisions. The report reveals that 45% of respondents now post reviews to help others make informed choices, up from 38% in 2023. Conversely, only 27% engage with brands for post-purchase support, signalling a growing preference for peer validation over corporate interaction, according to the study.
This shift toward peer validation has real economic implications, with data suggesting that the Internet influenced approximately R630-billion of the R1.1-trillion in retail sales recorded in 2023.
"Customer experience cannot be an afterthought; it must be a key driver for success, particularly in the rapidly evolving digital landscape. Even if your business isn't purely digital, we encourage you to attend and understand the current expectations of South African consumers," Stewart adds.
More than just a presentation, this event is an opportunity to delve into the evolving landscape of consumer behaviour in South Africa. By offering free access, Rogerwilco aims to democratise this critical knowledge, enabling businesses of all sizes to thrive.
Individuals are encouraged to secure free entry to Leaderex by Friday, 6 September. A voucher code available on the registration page will grant free access to the entire conference.
The CX report presentation will begin at 18:00 on Thursday, 12 September, preceded by networking and drinks starting at 17:00.
The report concludes that this is an unmissable opportunity to gain insight into the profound shifts in consumer behaviour and understand what they mean for the future of business in South Africa.
For more information, visit www.rogerwilco.co.za. You can also follow Rogerwilco on Facebook, LinkedIn, or on X.
*Image courtesy of contributor