According to Kunal Badiani, Vice President: Business and Growth, Middle East, Africa and Turkey, MoEngage, South African consumers are no longer satisfied with products and services that just ‘do their job’. They want experiences that feel relevant to them, delivered at the right moment and in the right way.
This shift comes as the country’s online retail sector surged 35% in 2024 to reach about R96 billion, and is forecast to top R130 billion by the end of 2025, making up nearly 10% of total retail sales, according to World Wide Worx. With growth like this, the real challenge for businesses isn’t reaching customers, it’s connecting with them in a way that matters.
For too long, personalisation has meant little more than dropping a customer’s first name into a bulk email. Real engagement requires much more. Many businesses, despite investing heavily in digital tools, still struggle to deliver experiences that feel joined up and personal.
A big part of the problem is data fragmentation. Imagine Lebo spots a dress on your Instagram feed, browses it on your app and then pops into your Sandton City store only to find her size is not available. The next day she gets a generic email about a sale. For Lebo, the brand feels disconnected, like it does not really see her. It is frustrating and makes it easier for her to look elsewhere.
The solution is to create a unified customer view (UCV): a single, real-time profile that pulls together everything a customer does across both online and offline channels.
With this in place, brands can:
– Understand individual preferences and behaviours.
– Tailor communication across every channel.
– Ensure consistency in tone, timing and message.
– Make smarter decisions based on the bigger picture.
Think of it as building a puzzle. Without all the pieces, the image is incomplete and so is your strategy.
The South African Context
South Africa’s rapid digital transformation has raised the bar. According to a PwC study, 90% of local consumers say a consistent, high-quality experience is key to building trust. It is no longer enough to compete on products alone. Customers are comparing experiences, and those who get it right will win loyalty quickly.
This is where AI-powered customer data and engagement platforms (CDEPs) come in. They help businesses build a UCV and then act on it in real time. AI can:
– Segment smarter: quickly build precise audiences using natural language.
– Automate journeys: turn campaign goals into ready-made customer journeys
– Make decisions in real time: choose the right message, channel and timing for each customer
For marketers, this means spending less time crunching data and more time focusing on creativity and strategy.
In retail, two high-value customers may look the same on paper but respond differently. Thandi, who loves discounts, might get a 10% off email. Sipho, who values exclusivity, receives an SMS about a limited-edition launch.
In banking, Michael, a young professional, could get an in-app nudge about a fintech investment while Priya, a homeowner, receives an email guide to education savings. The impact is simple: people feel seen, valued and more likely to stay engaged.
Building this capability does not have to be overwhelming. Businesses can begin by asking:
– Are we speaking to customers with one consistent voice across all channels?
– Do our teams have access to the same data when making decisions?
– Are we using AI to move beyond broad segments to truly individual engagement?
South African brands are at a turning point. Customer expectations are rising and digital competition is only getting tougher. Those who invest in unifying data and applying AI to personalise experiences will stand out not just by driving revenue but by building long-term trust.
Now is the time to connect the dots and build businesses that understand their customers as individuals, not just as data points.
MOENGAGE
www.moengage.com
