In South Africa, and in the rest of the continent, brand experience is particularly important.

A recent GfK study found that 44% of urban consumers in South Africa consider experiences such as holidays and travel more important than possessions. In Kenya, Ghana and Nigeria the importance of experiences is even higher. Many African consumers can’t afford to travel and haven’t experienced holidays. Their only exposure to such experiences is through brands.

Many low-income consumers in South Africa experience life as mundane and routine. Companies that can deliver positive experiences to these experience-hungry consumers will boost sales and increase market share. 

Brand management is changing because of the growing importance of the consumer experience. The new experience economy requires companies to deliver consistent, positive experiences throughout and beyond the consumer’s journey to purchase. They need to build long-term brand relationships with consumers, based on experiences that encourage trust, honesty and loyalty. Moreover, companies should incorporate research into every consumer experience.

By combining the tracking of brand advertising with the tracking of consumer experiences, organisations can obtain a full picture of the brand’s performance. They can see what is happening to the brand.

One of the key factors driving change in the experience economy is social media. Social media analysis enables organisations to monitor their brand and react quickly if things go astray.

Our research shows that consumers are actively defining the success of a brand. They are also engaging in the brand experience of other people. When consumers talk about a brand on social media, they influence how other people experience that brand.

This is very important in Africa. Around 103 million African consumers are active on social media. There are an estimated 72 million smartphones in Africa. This is expected to reach 525 million by 2020. Companies targeting African consumers must be able to engage in the digital experiences of their consumers.

The series of three online webinars continues on Thursday, 14 May with a presentation titled Where Does Brand Loyalty Begin and How Does It Evolve?, and concludes on Thursday, 11 June with Ten Steps for Strategic Innovation Success.Participation is free and places can be booked by clicking here.

For more information about GfK South Africa, contact Rachel Thompson by emailing [email protected] or visit their website.

Alternatively, connect with GfK South Africa via Facebook or follow them on Twitter.