Last week, Trade Intelligence (Ti) marked its 20th anniversary by hosting the annual Ti Retail Conference in partnership with Smollan, where key FMCG and retail industry players gathered to share insights, strategies, and forecasts amid a flat and challenging market. With an impressive lineup of speakers and panellists, the conference once again demonstrated Ti’s role in bringing the industry together, offering practical insights and creating a space for collaboration and knowledge exchange. 

As the South African retail landscape continues to evolve, four key themes emerged from the day’s discussions: shopper-centricity, the importance of collaboration, the growing role of data and technology as enablers, and informal trade as the new frontier for growth. 
 

1. Shopper-Centricity: Understanding and Adapting to a New Era of Shoppers 

In an era of immense economic pressure on consumers, businesses must remain acutely attuned to shopper behaviour. Jessica Riley, Marketing Lead at Smollan, opened the conversation by highlighting the evolving nature of the shopper: “Shoppers are under massive economic pressure. They’re returning to the places where they can find savings, again and again, driven by special offers and price points.” She also coined the term “zero-patience shopper”, noting that shoppers now expect delivery within three days or they will go elsewhere – a trend that places increasing pressure on retailers to streamline operations. 

    

Nicola Allen, Senior Analyst at Trade Intelligence, built on this concept with her session on decoding shopper data. She highlighted how today’s shoppers are increasingly demanding, prioritising value, convenience, experience, wellness, and sustainability – often all at once. “Shoppers really are the engine room of the FMCG ecosystem,” she explained. “While it is important to base strategies on shopper insights, it’s critical to ensure these insights are grounded in solid research.” 

Graham Rebello, Food Executive at Massmart, echoed these sentiments, adding that the shopper holds the power. “Shoppers interact with retailers how, where, and when they choose. Reduced loyalty and increased pre-purchase research, often done online, have shifted the dynamic significantly.” 

The Gen Z shopper panel, hosted by Ronen Aires of Student Village, provided further clarity on this emerging group’s behaviour. One panellist noted, “I mostly discover brands through TikTok. If my favourite influencer posts about a product, I’m definitely keen to try it.” Aires summed up the generational mindset: “Gen Z is not loyal to any brand – they’re transactional. Brands have to earn their trust with every single interaction.” 

Andrea du Plessis from Ti’s Retail Insights team rounded out the ‘shopper’ discussion with her analysis of shopper behaviour in the informal trade. “Shoppers fluidly move between channels based on their needs,” she noted, emphasising that informal outlets dominate when it comes to smaller basket sizes and higher-frequency purchases. 
 

2. Collaboration: The Key to Navigating a Tough Trading Environment 

As South Africa’s market faces stagnation, industry leaders stressed that collaboration is no longer just an option – it’s essential.  

“To create sustainable growth in the FMCG industry, engagement and collaboration between suppliers is becoming a critical enabler, to the degree where they should be up there with retailer and supplier KPIs, along with profit, turnover and gross profit margin,” says Andrea du Plessis. Improved industry collaboration was one of the key reasons Ti was initially founded two decades ago – to bridge the gap between retailers’ strategies and operations, and suppliers’ knowledge thereof, as well as provide the skills needed for more effective trading partnerships. 

Dylan Piatti, MD Africa at Advantage Group International, summed it up perfectly: “The more you know about how your trading partners feel about the relationship, the more you can do.” His presentation on evolving retailer-supplier dynamics highlighted how real-time engagement and mutual trust are crucial to forging strong partnerships that can weather tough economic conditions. 

This sentiment was echoed by Thinus van Schoor of Value Chain Solutions, who presented on value chain efficiencies. Van Schoor stressed the importance of bridging the gap between “making, sourcing, and selling,” urging businesses to “reach over the wall” and collaborate with their partners to unlock new efficiencies. “You can’t do it on your own. You can only optimise within your own walls to a certain point,” he explained, reinforcing that value chain visibility and collaboration are crucial to success. 

Collaboration was a dominant theme in the digital space, too. Alongside his partners from FNB Commercial and AB InBev, Freddy Mahhumane from Kasi-D stressed the power of working together to bring on-demand delivery solutions to the informal sector. Avashen Pather spoke of the importance of partnering with local experts in the informal market to understand the local nuances of township consumers.  
 

3. Data and Technology as Enablers of Retail Innovation 

Across nearly every session, the importance of data and technology as key enablers for retail innovation and growth was highlighted. Kimberley Taylor, CEO of Loop, reminded attendees that while technology is an essential lever for driving efficiencies, “Technology on its own isn’t enough. It’s part of a much bigger system.” Her presentation on redefining convenience through delivery technology explored how companies can enable tech to streamline operations and improve customer experiences. 

   

Harley Caryer, Chief Growth Officer at DataOrbis, highlighted how data is transforming retail operations, stating, “In an industry with low growth, collaboration and clarity around the right metrics are vital to ensure that investments are driving the right outcomes.” This theme carried through into Massmart Exec Andre Nel’s insights on how retailers are becoming data companies, leveraging cloud computing and data analytics to gain a competitive edge. 

Mark Cotton from Shoprite Group illustrated how technology and data are not only transforming the formal retail space but are also enabling the informal trade. Mark underlined Shoprite's commitment to spaza shops and smaller retail businesses through its online ordering and free delivery, increasing convenience and freeing up cash flow for traders. 
 

4. Informal Trade: The New Frontier for Growth 

The informal trade, long seen as a challenging and elusive segment, emerged as a significant opportunity for growth. “The informal market is the white space everyone is going after. Companies that don’t adapt to this space risk falling behind,” explained Kerry Elliot, Retail Industry Expert at Ti. 

Shoprite Group, which already targets informal shoppers through its Usave eKasi stores, shared its recent innovation in this area with the launch of the Shoprite Cash & Carry B2B online ordering platform. Mark Cotton explained, “Our solution was as much about enabling the sales associates in-store as it was about being online. We aim to offer the best price, value, and quality of supply to traders, particularly through platforms like Xtra Savings.” 

    

The informal trade panel discussion revealed that while there is significant potential, success in this space requires a deep understanding of local nuances. Freddy Mahhumane noted, “There is a lot of data that is untapped in the township. Some of the data is not going to be digitised, but it is there and it is valuable. Companies need to tap into this data and use it to make smarter decisions.” He noted that traditional digital media, such as digital ads and billboards, doesn’t resonate with township consumers, and businesses must focus on face-to-face engagement to build trust and promote their services.  

The informal sector remains a challenging landscape, but the rewards for those who get it right are immense. As Freddy put it, “The township will be the Silicon Valley of Africa.” 
 

Ti: 20 Years of Insight, Expertise, and Industry Connection 

The Ti Retail Conference once again demonstrated Trade Intelligence’s deep expertise in understanding the complexities of the South African retail landscape. By bringing together voices from across the industry, Ti aspires to continue to act as a vital connector, helping retailers, suppliers, and stakeholders navigate challenges, embrace innovation, and ultimately drive growth in the face of market stagnation. 

As we look ahead to the next decade, Ti remains committed to providing actionable insights, fostering collaboration, and leveraging data and technology to shape the future of South African retail.