Pick n Pay is accelerating its digital transformation under the leadership of Kerry Janse van Rensburg, the retailer’s newly appointed head of digital operations. The strategy is aimed at positioning Pick n Pay as a digitally-led, agile retailer capable of delivering seamless and personalized experiences to customers across all touchpoints, from physical stores to online platforms and mobile apps.
The retailer’s immediate priorities include upgrading the performance and reliability of online and mobile platforms, optimizing backend fulfilment operations, and reducing friction points in the customer journey. By refining its omni-channel approach, the company seeks to create a cohesive shopping experience that allows customers to transition effortlessly between in-store, app, and web-based interactions.
Key initiatives under this transformation include the implementation of a robust customer data platform, in-aisle QR codes, digital screens, and geo-fencing technologies. These tools are designed to bridge online and offline behaviour, enabling targeted, consent-based services, improving engagement, and creating personalised shopping recommendations tailored to individual preferences.
Pick n Pay is also strengthening its online presence through a strategic partnership with on-demand delivery platform Mr D. The collaboration has driven significant growth, with a 44% year-on-year increase in grocery orders during the first half of 2025. The retailer is investing in faster delivery services, app-exclusive deals, and a smoother checkout experience to encourage customers to embrace digital channels.
The long-term ambition is to transform Pick n Pay into a digitally-led, agile retailer that can serve customers wherever and however they choose to shop. By connecting its website, mobile app, loyalty programs, and social media platforms, the retailer aims to deliver an integrated, efficient, and personalised shopping journey. This digital-first approach is expected to enhance customer satisfaction, drive loyalty, and position Pick n Pay as a leader in the South African retail landscape in the coming years.
As Pick n Pay continues to evolve, its digital strategy highlights a broader trend in retail—leveraging technology to blend physical and digital shopping experiences, optimize operations, and create value-driven interactions that resonate with modern consumers.
