South Africa, July 3 -- This evolution is not merely about convenience; it's about redefining the very essence of shopping to meet the nuanced demands of the modern consumer.

Today's consumers are not confined to a single shopping channel. They seamlessly navigate between online platforms, mobile applications, and physical stores, expecting a consistent and personalised experience across all touchpoints.

This behaviour underscores the critical importance of an integrated strategy.

Data from VML's Future Shopper 2024 report reveals that 64% of consumers prefer to shop with retailers that offer both physical and online stores, up from 60% in 2023.

This preference underscores the importance for retailers to ensure that their digital and ...