Researching Customers Experience with The Takealot Brand

Abstract

The underlying theme of this small-scale research thesis is the way in which Takealot had made use of technology to enhance the customer brand experience with them, to ultimately become a dominant force in the South African online retail industry. This study made use of a qualitative research approach to assess how Takealot has made use of technology to enhance the customer brand experience of their customers, in an ever-growing South African online retail market. Due to the rapid growth of the online retailer market in South Africa, Takealot underwent rapid growth and expansion, which necessitated a technological shift in the Takealot business model, in order to grow their customer base and retain previous customers. A research survey was sent to customers who shop with Takealot. The findings emerging from this study could help to advance the limited body of knowledge relating to online retail stores in South Africa, as not much research has been conducted on this topic.