TRADE FEATURE
Reach out p i h s wn o t o t consumers 14
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any Fast-Moving Consumer Goods (FMCG) companies have failed to reach the township shopper effectively due to the assumption that the same rules apply in townships as they do to traditional urban shopping. “Marketers need to challenge and test their assumptions about township shoppers if they are to be successful,” says Jenny Loomes, associate consultant at Aperio, a business consulting company focused on accelerating growth of FMCG brands in South Africa and SubSaharan Africa. “A proper understanding is required of the shopper’s needs when they are in shopping mode: where will they most
