Welcome to the WRLC Research Hub.
The W&R Seta Chair is committed to conducting exceptional research that is aligned with the national imperative to encourage more postgraduate studies and to increase the production of research outputs through accredited research articles, books, book chapters and conference proceedings.
Studies under this Chair present sector specific research and impact studies in the wholesale and retail field covering the South African and wider international contexts.
Find recent Working Papers produced within the WRLC here.
White Papers
THRIVING IN RETAIL IN THE WORLD OF E-COMMERCE
The global impact of technology has been nothing short of enormous. There is no facet of life that has not been touched by technological developments in recent years. Technology has impacted every aspect, from education to the medical field, travel, food, logistics; and banking, among many others (Wardynski, 2019). The retail sector has not escaped this phenomenon either. Online shopping is just one aspect of developments in technology, and it is changing how industries choose to merge traditional operations with new methods of trading.
This paper argues for an integrated approach to seamless e-commerce retailing. Click here to read
Research Papers
THE RIVETING WORLD OF OMNI-CHANNEL FROM A LOW-INCOME CONSUMERS’ PERSPECTIVE-HOW CAN THE RETAILER ADAPT?
As we are gradually reaching the end of the COVID_19 pandemic, a lot of things have changed, especially in the world of Retail. Some of these changes will inevitably stay the same yet some will undoubtedly become the new way of life. Retailing is one of the many sectors that have succumbed to the evolution of consumer behaviour and this has forced the industry to be proactive in how they can keep the support of the consumer by touching on all points of the consumer journey.
This research paper addresses challenges faced by retailers by conducting interviews with 20 participants and undertaking a qualitative analysis in order to understand the low-income consumers behaviour, challenges, shopping journeys, and overall omni-channel experience. Click here to read more
TOWARDS ENTERPRISING FUEL RETAIL
The fuel retail industry is a challenging and highly competitive environment. With the fluctuating prices of petrol and diesel, it is safe to say that fuel retailers face many challenges within this space.
The Wholesale and Retail Seta Chair (Gauteng) Dr. Beate Stiehler-Mulder came together with Professor Thea Tselepis of the University of Johannesburg to embark on a study that aims to understand the daily, weekly, monthly, and annual challenges and experiences of the Fuel Retailer to better understand the giant that is the Fuel Retail system.
EXPLORING NEW DEVELOPMENTS AND TRENDS IN RETAIL EDUCATION
South Africa’s retail sector has a significant influence on the nation’s economy, contributing nearly 20% to GDP. Specifically, the wholesale and retail sectors are prominent as they are not only the fourth-largest contributors to the GDP but also employ a significant segment of the population, second only to the government. However, despite its potential to provide many employment opportunities, the sector faces challenges, especially in addressing the skills gap. This concern becomes even more pronounced as South Africa grapples with a worrying youth unemployment rate. The focus on skilled labour within the retail sector has, therefore, become increasingly crucial. Recognising this, initiatives, such as the introduction of the Skills Program Matrix by the W&R SETA, which aim to upskill individuals and thus, enhance the industry’s expertise pool. This adaptation to the evolving retail trends is not just vital for the sector’s growth and survival but also for its pivotal role in buttressing the nation’s economy.
REVIEWING RETAILING CURRICULA: THE ROLE OF HIGHER EDUCATION INSTITUTIONS AND INDUSTRY
This report investigates the alignment between curricula offered by South African higher education institutions (HEIs) and the requirements of the retailing sector. The study’s primary aim was to assess retailing curricula and the roles of HEIs and industry in curricula development. The research consisted of two phases: the first phase sought to identify the alignment between existing curricula and the sector’s needs through secondary data analysis, while the second phase proposed strategies to align curricula with industry requirements.
EXPLORING A MOTIVATIONAL APPROACH TO CURB EMPLOYEE THEFT IN FMCG RETAILING IN SOUTH AFRICA
Employee theft is a source of shrinkage that is influenced by the challenging economic environment, impacts everyone in the business and, together with overall shrinkage, has a severe impact on retailers amidst the challenging environment. To understand how to curb shrinkage, it is important to get a better understanding of the causes of shrinkage. Therefore, this study aims to contextualize the prevalence and causes of employee theft in fast-moving consumer goods (FMCG) retailing in South Africa and explore motivational strategies to curb employee theft.
YOUTH EMPOWERMENT PROJECT
This study evaluates the outcomes of a Positive Youth Development (PYD) programme implemented by the Wholesale and Retail Sector Education and Training Authority in South Africa. The programme aimed to equip 100 young people with skills for the retail sector through education and employment opportunities. Using a longitudinal mixed-methods approach, the research tracked participants’ progress over a year, assessing skill acquisition, completion rates, and career trajectories.
Key findings reveal significant gains in participants’ resilience, cognitive skills, and social competence, highlighting the programme’s effectiveness in fostering both personal and professional development. Participants also showed increased interest in retail careers and further education. However, challenges such as inadequate internet connectivity, lack of learning materials, and inconsistent support services were identified as barriers to the program’s success.
The study emphasizes the need for better resource allocation, enhanced support mechanisms, and regular programme evaluations. Recommendations include conducting dropout studies, improving career counselling, and extending programme durations for long-term impact. By addressing these issues, future iterations of the PYD programme can more effectively support youth development in South Africa’s retail sector.
Click here to read full report
FRONTLINE EMPLOYEES INSPIRATION IN DIY RETAIL
This study investigates the impact of frontline employee (FLE) inspiration on customer experiences and retailer performance in South Africa’s DIY retail sector, which includes prominent chains like Buildit, Chamberlains, Builders Warehouse, Cashbuild, and Mica. Amid a post-pandemic surge in DIY activities, exceptional customer service has become essential for maintaining customer loyalty. The research explores how FLE inspiration can enhance service quality in this emerging market.
Through semi-structured interviews with employees and customers, the study examines what inspires FLEs, the challenges they face, and the effects of their inspiration on customer behavior. Key findings reveal that inspired FLEs significantly improve customer experiences, particularly by driving impulse purchases and enhancing product knowledge. The study identifies sources of inspiration, such as supportive colleagues, positive workplace environments, and promotions, while also noting barriers like inadequate training, lack of recognition, and unsupportive work conditions.
The research offers practical recommendations for DIY retailers, emphasizing the importance of creating inspiring work environments, providing fair compensation, and offering training to sustain employee motivation. By understanding and fostering FLE inspiration, retailers can improve customer experiences and boost overall performance, contributing to the advancement of service marketing in South Africa’s retail sector.
Click here for the full report
UNLOCKING THE POTENTIAL OF LOWER-LEVEL EMPLOYEES: A COLLABORATIVE APPROACH FOR UPLIFTMENT AND EMPOWERMENT IN SOUTH AFRICA’S FMCG RETAIL SECTOR
This study explores the critical yet under-researched concepts of upliftment and empowerment for lower-level employees in South Africa’s fast-moving consumer goods (FMCG) retail sector. By examining current initiatives and their effectiveness, the research highlights the importance of valuing and developing these employees. Through semi-structured interviews with 28 participants, including both employees and managers, the study identifies key themes such as information sharing, training, career progression, and recognition. While some employees reported feeling empowered, the findings suggest that consistent and transparent efforts are needed to enhance empowerment across the sector.
The research advocates for a collaborative, people-centred approach to upliftment, emphasizing open communication, learning opportunities, and respect. When implemented effectively, such initiatives not only benefit employees but also contribute to improved business outcomes and customer satisfaction. The study offers actionable recommendations for FMCG retail stores to build a workplace culture rooted in empowerment, ensuring that all employees feel valued and included.
Articles
Our first article is available to read on Bizcommunity:
OMNI-CHANNEL RETAILING: ARE YOUR ONLINE AND OFFLINE EXPERIENCES CONSISTENT?
We all know about the importance of omni-channel retailing; but what about the latest segment to join the world of online shopping – the low-income South African consumer?
In this research report, Dr Beate Stiehler-Mulder and Dr Nicole Cunningham unpack the low-income consumer’s omni-channel experience, and provide insights into the offline-to-online journey, delivery methods, the emotions that come with online shopping, brand engagement, and the importance of both the physical and the online store.
This paper is available here
Check out our latest article:
WHAT’S DRIVING ONLINE SHOPPING AMONG SA’s LOW-INCOME CONSUMERS?
When retailers were creating an online presence, they initially excluded low-income consumers based on several assumptions. In this article, Mahlatse Mathabathe and Dr. Beate Stiehler-Mulder look at how travel costs, convenience, product type and the physical store aspect influences low-income consumer online shopping.
This article is available here