South African consumers are no longer satisfied with products and services that simply ‘do their job’. They want experiences that feel relevant to them, delivered at the right moment and in the right way.
By Kunal Badiani, vice-president: business and growth for Middle East, Africa and Turkey at MoEngage
This shift comes as the country’s online retail sector surged 29% in 2023 to reach R71-billion and is expected to account for almost 10% of total retail sales by 2026, according to World Wide Worx. With such rapid growth, the real challenge for businesses is not how to reach customers but how to connect with them meaningfully and consistently.
When personalisation falls short
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.
Why a unified customer view matters
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.
How AI agents can help
Modern marketing demands real-time intelligence. This is where Customer Data and Engagement Platforms (CDEPs), enhanced with AI, come into play. A CDEP creates the Unified Customer View, and then AI agents act on that data to deliver true personalisation at scale.
These AI agents do the heavy lifting by:
- Assisting with Segmentation: Allowing marketers to use simple, natural language to create highly specific audiences in seconds.
- Assisting with Automated Journeys: Translating strategic goals into fully built, automated customer journeys, saving valuable time.
- Acting as Decisioning Agents: Autonomously deciding the best message, channel, and time for each customer to achieve a specific business goal.
For marketers, this means less time wrestling with data and more time focusing on creative strategy and campaign optimisation.
What it looks like in practice
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.
Start small, think big
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?
Looking ahead
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.