In addition, Barnard advises being vigilant in integrating processes and technology to enable enhanced capabilities around consumer-centric activities. "It is important to ensure that innovation enhances the shopping experience, rather than destroys it," he points out. "To achieve this, retailers need to first ensure that the basics are in place."

Commenting on the growing importance of mobile phones to retailers, Barnard says that, besides making and receiving calls, the most popular mobile phone activities among cellphone owners are using the calendar and address book, downloading or playing games, and downloading ring tones.

In fact, more than half of cellphone subscribers rely on the non-telephonic features, such as camera, clock, calendar, messaging, music, and use phones as substitute torches to see in dark places. "Combined with the fact that we will soon be able to keep one cellphone number for life, this opens up a new opportunity for retailers to tap into the market -- particularly in SA, where it is possible that some people may not have an ID number, but they will have a cellphone number," Barnard says. "I believe it will change the way that we think about marketing."