Leveraging data, authenticity as winning formula for retail’s resurgence

Retail across Africa is quietly but unmistakably transforming. From street stores in Lagos to shopping malls in Nairobi, shopper expectations are shifting.

Consumers no longer respond to visibility alone. They now crave deeper connections with the brands they engage.

Today, authenticity, trust, relevance, and data-backed experiences matter more than ever. At the core of this evolution lies a call for retailers to reimagine how they stand out in a crowded, competitive space.

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Oge Maduagwu, Head of Marketing at Samsung Electronics West Africa, asserts that brands can no longer rely on the old rulebook of multichannel presence.

They must act intentionally and creatively when activating across touch-points. For some, this means connecting online and offline interactions in ways that feel seamless and genuinely useful.

Retail now needs to reflect what matters to people, not just what’s available on shelves, whether through product education, community-building, or channel-specific experiences.

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Oge explained that Samsung’s retail strategy increasingly relies on data to understand customer preferences in various markets.

She also affirmed that this intelligence shapes everything from in-store experiences to regional campaigns, ensuring the brand remains not only visible but also relevant.

She emphasised that today’s shoppers seek more than product information and so, they expect brands to engage beyond transactions. The marketing expert defined relevance by how well a brand understands the customer journey and uses that insight to craft moments that educate, connect, and enrich.

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She noted that Samsung’s marketing and retail teams collaborate to ensure the in-store experience reflects the same quality and thoughtfulness as the online journey.

“This shift from visibility to value do not apply to global brands alone. For Samsung, this means using insights to customise promotions, localise campaigns, and integrate customer support at every touch-point from discovery to purchase and beyond.”

Another seasoned strategist, speaking on condition of anonymity, highlighted how retail has evolved beyond the point of sale.

According to him, retails now serves as a storytelling platform where perception, trust, and loyalty grow one interaction at a time.

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He urged brands to view their retail presence as a medium for shaping behaviour and belief, guided by insight, driven by content, and anchored in authenticity.

He described today’s consumer as emotionally intelligent and highly aware. He believes they can quickly detect disjointed experiences and will disengage from brands that fail to deliver on promises.

The marketing guru argued that consumers seek honesty and that they want brands that reflect their values, speak their language, and maintain consistency across every channel, whether physical, digital, or social.

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He believes content plays a vital role in delivering this consistency. The passionate marketer encourages brands to build retail content around what consumers care about, not what the brand wants to say. This he mentioned, includes cultural relevance, timely solutions, and meaningful storytelling.

In his view, great content must go beyond capturing attention. It must build lasting impressions that reinforce brand trust.

Both marketing voices agree: African consumers are evolving rapidly. They are becoming more selective and less forgiving. They demand value not only in pricing but in experience, engagement, and aftercare.

Retail marketers now face the challenge of not just being seen, but being remembered and, more importantly, being believed.

This new wave of retail strategy thrives on data. Brands that listen through behavioural patterns, feedback loops, and market intelligence can anticipate needs and design solutions that feel personal and relevant.

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Ultimately, retail now mirrors brand intention. It has shifted from a transactional space into a living, breathing extension of a brand’s promise.

For retailers and marketers across Africa, this moment brings both challenge and opportunity. The brands that will thrive are those willing to move beyond awareness and embrace connection, those that lead with purpose, act with insight, and engage with integrity.

In this new reality, shelf space alone will not win hearts. The brands that will build lasting loyalty are the ones that show up truthfully, creatively, and consistently, long after the checkout counter.