With technology advancing at a rapid pace and the integration of Artificial Intelligence (AI) into most daily activities, from work to the way South Africans shop, one of the country's biggest retailers, Pick n Pay launched an innovative way for consumers to shop for groceries via their on demand app, Pick n Pay asap!
Pick n Pay asap! on Monday, launched a game-changing feature called Pick n Pay Inspire that integrates social commerce into grocery shopping.
This innovative shoppable video feed, which is a first for a South African grocery retailer, is now available in the Pick n Pay asap! app and set to revolutionise the way consumers engage with their grocery shopping experience.
The retailer said that Pick n Pay Inspire allows customers to shop for products directly from videos, enhancing the shopping experience by removing the usual hurdles that accompany grocery shopping.
As users watch the shoppable videos, products featured in the content can be seamlessly added to their basket with just a tap, and groceries will be delivered to their doorstep within the hour.
Enrico Ferigolli, Retail Executive: Omnichannel at Pick n Pay, said, “We’ve all done it, you spot a recipe on Instagram, screenshot it, open your grocery app and then try to remember what half the ingredients were.”
He described the feature as an “antidote to the multiple-app hassle,” essentially transforming the shopping process from the desire for a product to finalising a purchase in one smooth action.
Beyond ordinary grocery items, Pick n Pay Inspire showcases a blend of engaging content, including recipes, entertainment segments, and even style recommendations from Pick n Pay Clothing, which can be ordered through the app, with delivery within three to five business days.
This launch builds upon Pick n Pay's prior engagement with social commerce, notably exemplified through its Unreal Deals live shopping show.
Launched in 2024, this service gained traction across Pick n Pay’s website and social media platforms like Facebook, Instagram, and TikTok, combining product demonstrations and entertainment while encouraging viewers to shop directly.
On 25 August, Unreal Deals debuted its live format through Pick n Pay Inspire for the very first time.
“Social commerce is about shortening the distance between seeing something and buying it. People increasingly discover what they want through content, whether it’s a recipe, a creator, a sporting moment or a product demonstration,” Ferigolli elucidated.
He further explained how the seamless integration of shopping, entertainment, and product fulfilment within the Pick n Pay Inspire experience enhances the pathway from inspiration to acquisition.
AI adoption
Adding to its comprehensive digital experience, last month saw the introduction of Penny, the company's AI-driven conversational shopping companion.
This cutting-edge feature permits customers to engage with the app in an intuitive manner, allowing them to inquire about meal ideas or show photographs of products.
Penny transforms grocery shopping into a natural, conversational process that encourages a richer engagement with the store’s offerings.
As the future of digital grocery shopping unfolds, the focus is increasingly on making the experience more personalised and intuitive.
“With Penny, you can ask what to make for dinner or show it a photo. With Pick n Pay Inspire, you can discover something you want to make or try, and shop it there and then,” Ferigolli added.
“Ultimately, we want to meet customers wherever they are and make shopping feel less like a task, more like a natural part of their everyday life.”
In a bid to modernise and personalise grocery shopping, Pick n Pay asap! is set to transform the local retail landscape with innovations like Pick n Pay Inspire and Penny.
These features promise to blend entertainment with convenience, demonstrating how technology can reshape everyday experiences for consumers in South Africa.
ashley.lechman@nationalmg.co.za