Forget the bargain hunter or the loyal card swiper. A new breed of consumer has emerged — the super duper shopper. Tech-savvy, high-earning, and endlessly influential, they are shaping the way South African brands must think about the customer experience.

According to the newly released South African Customer Experience Report, co-authored by Charlie Stewart of Rogerwilco, these shoppers are more than just early adopters. They happily bounce between e-commerce and in-store retail, share their experiences online, and have the power to elevate or destroy a brand’s reputation with a single post.

But here’s the twist: while businesses scramble to figure out AI strategies and digital efficiencies, what consumers — including the super duper crowd — still want is empathy. A staggering 95% of shoppers say human connection matters, compared with just 40% of businesses who think the same. That’s a dangerous blind spot.

The report even reveals that consumers are more comfortable with AI in customer service than businesses assume. The message is clear: customers aren’t scared of digital tools — they’re scared of losing the ability to speak to a real person when it counts.

The rise of the super duper shopper is proof. They’ll tolerate the chatbot, but they’ll rave about the cashier who remembers their name.

Listen to the full interview from HOT Business with Jeremy Maggs, below: