Tag: Refilwe Maluleke

In an age where leisure time is an increasingly precious commodity, customers are placing an even greater premium on convenience. While there are multiple societal factors driving this change, perhaps the most significant is the pressure we feel to make the most of our limited leisure time. That makes convenience a critical driver of decision making, particularly when it involves a purchase.

In the film 'Field of Dreams' an out-of-luck farmer played by Kevin Costner sees a vision for a baseball field in his cornfield. He builds the baseball field from his vision spurred by the voice telling him that if he builds it, 'they' will come. Before long, dead baseball players take to the field and Mr Costner’s character wins all his detractors to his vision. The same adage applied to business hasn’t seen such a happy ending and has proved to be one of the biggest marketing fallacies of all time.

Brands need to show up in relevant environments with tailored offerings and a seamless purchasing journey.

The creative destruction of the access economy is disrupting traditional industries and creating new opportunities. The rent or buy conundrum is one usually faced by prospective home-owners but it is increasingly applicable to entrepreneurs as well.

Statistics from globally recognised organisations and research institutions – PwC, Harvard & McKinsey – have found that the market for women is continuing to grow at an exponential rate while innovating to this segment still isn’t meeting its unique requirements.