{"id":4238,"date":"2019-07-31T10:26:14","date_gmt":"2019-07-31T07:26:14","guid":{"rendered":"https:\/\/africasustainabilitymatters.com\/?p=4238"},"modified":"2026-01-11T05:30:27","modified_gmt":"2026-01-11T05:30:27","slug":"retailers-pursue-new-designs-as-customer-needs-get-complex","status":"publish","type":"post","link":"https:\/\/rayscohosting.best\/ASM\/2019\/07\/31\/retailers-pursue-new-designs-as-customer-needs-get-complex\/","title":{"rendered":"Retailers Pursue New Designs As Customer Needs Get Complex"},"content":{"rendered":"\n

By ANNIE NJANJA<\/strong><\/p>\n\n\n\n

The Kenyan\nretail market is fast-evolving with supermarkets opening up sporadically in towns\naround the country leaving shoppers spoilt for choice.<\/p>\n\n\n\n

For retailers, however, overcrowding of players demands constant\nreinvention for sustainability. Local merchandisers are slowly waking up to the\nreality that the real differentiator in the modern-day retail industry is\nneither the size of floor space nor the variety of commodities on shelves but\nthe shopping experience.<\/p>\n\n\n\n

Customers now demand that retail stores be more than just\ntransactional venues but also avenues in, which they can have special and\nin-person experiences that cannot be replicated in the e-commerce environment.<\/p>\n\n\n\n

\u201cShopper experience can no longer be ignored, and this explains\nthe investment some of the retailers are making. When a supermarket has a great\nambience, nice and spacious aisles, and a good display of products, it catches\nthe eye of shoppers and grows sales,\u201d said Wambui Mbarire, chief executive\nofficer Retail Trade Association of Kenya.<\/p>\n\n\n\n

\u201cIt also makes the customer feel important, and they are more\nlikely to shop more and come by often,\u201d she added.<\/p>\n\n\n\n

This explains the growing number of outlets that are now\nforegoing the tired supermarket layouts, which often maximize on space at the\nexpense of customer comfort, to embrace modern designs that ensure a pleasant\nvisit to the store.<\/p>\n\n\n\n

Yet facility design alone will not make one a\nbetter seller. Retailers also have to contend with the buying patterns of local\nshoppers who are known to be experimental and passionate about trying out new\nproducts. Kenyan buyers have been branded disloyal and addicted to \u201cnewism\u201d, to\nmean that they are more likely to settle on a product that is fresh on the\nshelves for the perceived notion that it must be better.<\/p>\n\n\n\n

Only 12 per cent of those interviewed remained firm loyalists to\nbrands. The research also found out that 45 per cent of local consumers loved\ntrying out new things.<\/p>\n\n\n\n

According to the report, shoppers are ready to try new products\nowing to brand trust, quality assurance, experience, convenience, and for\nethical reasons like the manufacturer\u2019s labour practices or environmental\nimpact. Read more\u2026<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

By ANNIE NJANJA The Kenyan retail market is fast-evolving with supermarkets opening up sporadically in towns around the country leaving shoppers spoilt for choice. For retailers, however, overcrowding of players…<\/p>\n","protected":false},"author":3,"featured_media":4239,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","pagelayer_contact_templates":[],"_pagelayer_content":"","_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[101],"tags":[],"class_list":["post-4238","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-international-news"],"_links":{"self":[{"href":"https:\/\/rayscohosting.best\/ASM\/wp-json\/wp\/v2\/posts\/4238","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rayscohosting.best\/ASM\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rayscohosting.best\/ASM\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rayscohosting.best\/ASM\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/rayscohosting.best\/ASM\/wp-json\/wp\/v2\/comments?post=4238"}],"version-history":[{"count":0,"href":"https:\/\/rayscohosting.best\/ASM\/wp-json\/wp\/v2\/posts\/4238\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rayscohosting.best\/ASM\/wp-json\/wp\/v2\/media\/4239"}],"wp:attachment":[{"href":"https:\/\/rayscohosting.best\/ASM\/wp-json\/wp\/v2\/media?parent=4238"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rayscohosting.best\/ASM\/wp-json\/wp\/v2\/categories?post=4238"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rayscohosting.best\/ASM\/wp-json\/wp\/v2\/tags?post=4238"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}