AFRICAN SPEAKER BUREAU | CURATED FOR ACKERMANS
What Customers Decide Before They Reach the Till
In June, Khaya Dlanga spoke at Ackermans' Marketing Conference. The next conversation picks up where that one ended: what customers weigh before anything reaches the till, and how that understanding travels into range, planning and the store.
Ackermans already knows what sold. The next question is what customers were weighing before they reached the till, and how that understanding travels from marketing into range, planning and stores. That is where Khaya comes in. His work across consumer brands has centred on why people choose, what makes value feel personal and how human judgement turns insight into action. The proposal brings that perspective back to Ackermans in a half-day working session for marketing, merchandise and planning leaders.
About this collection
The Customer Decision Starts Before the Transaction Reaches the Data Ackermans enters that question from a strong position. The brand holds 35.6 per cent of the baby market and 27.3 per cent of kids, and in May its work with ninety9cents won seven MMA Smarties, among them Golds for Bokkies and the Acapella collaboration. Its own figures also show customer behaviour shifting: lay-by fell from 14.7 to 12.7 per cent of sales as customers waited for promotions, bought fewer items and found other ways to pay. Store teams add another part of the picture through what customers ask for, postpone, compare and leave behind. That is why Khaya fits here. Across Coca-Cola, rain and his creative work, he has spent twenty years asking why people choose one brand, product or idea over another. He brings that experience to marketing, merchandise and planning leaders working on live questions around range, promotion, value and store experience.
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