We can argue about who was affected negatively by the global pandemic and lockdown more all day, but the retail industry was arguably hit worst. According to Statista, global retail dropped by 5.7% year on year since the pandemic. The retail sector has seen customers flooding to digital marketplaces, so investing in proper e-commerce spaces is a no brainer, really. That’s what The Foschini Group (TFG) is attempting with its new mobile shopping app.
Called the Foschini All Women app, it’s the group’s first mobile-friendly application where customers can buy anything from the group’s clothing brands, cosmetic brands, plus-size options from Donna as well as its kids’ brand SODA Bloc.
Foschini’s digital dive
The group saw increased traffic to its digital channels across Sportscene and myTFGworld apps. “More than 75% of Foschini users are accessing our site via mobile – we, therefore, have the opportunity to meet them where they are, on their phones! We think our customers will love the convenience and simplicity of the Foschini App – our 24/7 store on our customers’ phones,” says the brand’s Head of Business, Bev Pallet.
Of course, moving its customers from in-store to an e-commerce environment is a move that’ll help ensure the group’s future. It’s hard to justify not moving direct sales online in an ever-increasing digital world. This is especially true as consumers in South Africa become more adept and comfortable at shopping online through apps.
To sweeten the deal, the app features the Foschini “Created by a Woman” series which boasts more than 50% locally made apparel. This, in turn, supports over 6,000 South African jobs and local businesses like Hey Gorgeous, Skoon, Skin Creamery, Lu La Marula, Back 2 Nature, Extract and Truth.
“The breadth and depth of the product within the Foschini app and website is significant, but the app improves the customer journey. It is a friction-free shopping experience and unlike shopping on the web, the app appeals to customers on the move who want to navigate the store easily and check out fast, from their phones,” says Pallet.