The retailing business in South Africa operates in a harsh and fast changing environment, which offers threats as well as opportunities (Kotler, Armstrong & Tait 2010:402). Fundamental to the formulation of a retail marketing strategy is a clear understanding of customer needs, motives, and patronage decision processes. The primary objective of this paper is to explore the perceptions of South African retailing best practices from retailers’ views. A quantitative research approach is followed. The final non-probability convenient sample was 224 businesses in the Nelson Mandela Metropole, and data was collected using self-administered questionnaires. It seems as if South African retailers do not extensively practice the retail mix. They appear to focus on product, people (staff) and distribution practices. It seems that these South African retailers do not really engage in promotion or people (customer service relations) practices. They also neglect to conduct market research regarding their competitors or the needs and wants of customers in the South African environment. In conclusion, there are many retail practices that retailers can engage into to improve their stores and customer services. It will take a coordinated approach of the retailing mix to ensure successful retailing. It is envisaged that South African and global retailers can benefit if these retail best practices are followed.
|Keywords:||Retailing, Retailing Mix, Stores, 7Ps|
Associate Professor, Business Management, Nelson Mandela Metropolitan University, Port Elizabeth, Eastern Province, South Africa
Head of Department: Marketing, Marketing Management, Nelson Mandela Metropolitan University, Port Elizabeth, Eastern Province, South Africa