Leo Burnett Lagos, a foremost creative advertising firm has urged brand builders and communicators to discontinue the strategy of building retail across products but people.
Lekan Lawal, the Chief Operating Officer of Leo Burnett Lagos stated this at the recently concluded 2019 Global Africa Forum on Communications (GAFCOMM), held in Kigali the Rwanda capital, with the theme: Speak for Africa: New Frontiers for Africa’s Global Growth Story.
While speaking on the topic “The Leo Burnett Way” as well as contributing at the panel session, titled “the future of retail in Africa”, Lawal in a press statement said, “Retail should be designed around people, not products. It should be designed in the context of multichannel shopping. We must deliver a relevant message that meets our shoppers’ needs at every channel along her path to purchase.”
According to him, the battle is on the ground already. Africa is one of the fastest-growing consumer markets in the world, he posited, adding “Household consumption has increased even faster than its gross domestic product (GDP) in recent years – and average annual GDP growth has consistently outpaced the global average.”
Lawal said “the vast majority of consumer spending on the continent still currently takes place in informal, roadside markets. But the consumer today holds the most power – better connected, and better informed. “So then, how can brands connect with these consumers in a manner that is resonant and relevant, in order to build stronger relationships, in their quest to push the growth agenda,” he queried.
“This African consumer is driven by hope and fear; hence we must understand them to a granular level. The more confident they are, the more they spend. The less confident the more they go into saving mode. Deeper understanding of the African consumer, both as a consumer and as a shopper, therefore, is crucial to winning in retail,” he recommended.
Speaking further on “This is the Leo Burnett way”, the adman reinforced how his agency has helped various organizations solve complex retail problems, particularly with the introduction of the ‘ARC’ tool, Leo Burnett’s edge to connecting with African shoppers, scientifically mapping their journeys and designing based on a deeper understanding of their behavior across various key channels.
Commenting on how Africa can solve its challenges through communication, Lawal said, “Most disputes are as a result of a breakdown in communication.
