Retail Engage, an in-house initiative developed and executed by 2Engage, is delivering a shopping rewards solution to the South African 2nd tier retail base providing business and marketing smarts to a market sector in need.
With this retail sector estimated at over R100 billion turnover per annum, it constitutes a significant portion of consumer FMCG spend. Coupling this with the shift in consumer shopping patterns, from wholesale to hybrid, to consumer driven*, it is a sector that has become the focus of major FMCG branding and has been awarded the market description of “base of the pyramid”.
Although this retail sector is being frequented by over 50% of the economically active consumer base, until now there has been little access to shopping behaviour insights, nor the ability to individually target, communicate and reward this LSM 3-7 base.
Under the consumer brand bonsella (From Zulu bansela 'express thanks with a gift', or from umbanselo 'small gift'), the solution will identify, recruit and REWARD the over 10 million LSM 3-7 consumers, currently shopping at over 1000 2nd tier outlets nationwide.
*TNS Research Surveys says, that in 2011-2012 the number of consumers who shopped at their local wholesaler increased by 25% to 33%.
Wholesale Business Issue 3, 2013.
bonsella will provide participating retailers and brands (and other industry stakeholders including the banking and insurance industry) with the ability to engage directly with this economically active shopping base through 1-2-1 targeted communications, supported by staffed, in-store bonsella kiosks.
The bonsella backend technology delivers measurable sales promotions by tracing product take-up at till point (pre, during and after promotions), resulting in comprehensive basket analytics and customer purchase insight. This, coupled with the ability to reward individual bonsella members in the form of airtime, will allow brands and retailers to shape consumer shopping patterns and brand preferences into the future.