South Africa, Oct. 15 -- Competition amongst suppliers and retailers are at an all-time high, and today's consumer is much less predictable than in the past. Throw in South Africa's broad spectrum of shoppers with equally diverse buying behaviours and you're closer to understanding the challenge retail brands and manufacturers are faced with trying to stay on top of customers' wants and needs.

While catering to the South African consumer may be especially complex, personalisation is key and retailers are racing to perfect the art, said Martyn Freemantle, interim managing director at IRI South Africa.

He was speaking at the annual IRI Mini Conference, held in both Cape Town and Johannesburg in September. Each year, IRI South Africa, the ...