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.
