Customer centricity in retail on the African continent
Take advantage of the enormous opportunity COVID-19 presents to pivot your business, through
Reflection: Covid-19 represents enormous opportunity to pivot your business
Your identity: Your business is not about you. It is about your customers and how you connect with and create value for them. Focus on where the value is created in your business and think of additional routes for monetization
Your business identity:Design your brand around the value created. How are you communicating what your business stands for to the people it creates value for?
Identifying information gaps: Are your consumers able to get enough information to move to the purchase decision easily? Or do you have to create trust and reputation to persuade them?
Your strategy: There are strategies to build trust and reputation – but none of them are quick or easy. Alliances with larger organisations build reputation quickly.
Professor Andrew Godley is the Associate Dean International at the Henley Business School, and the Academic Director of the Henley Centre for Entrepreneurship. He has served as a board member for several learned societies and leading academic journals that support the development of research and new knowledge in entrepreneurship and in business history. His research covers a wide range of topics in the areas of entrepreneurship, technological change and consumer behaviour. He was a policy advisor to the UK government during most of the 2000s, helping to redesign government support for SME exporting strategies.
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