As shopping habits change and digital channels reshape how people interact with brands, the only constant is the tussle between retailers to be first with new technology that improves the buying experience.

At the centre of this transformation is Kerry Janse van Rensburg, Pick n Pay’s new Head of Digital Operations, responsible with driving the retailer’s digital ambitions forward by connecting the in-store experience with the seamless digital journeys customers expect.

For Janse van Rensburg, the challenge is making digital a growth engine that redefines how customers engage with Pick n Pay across every touchpoint.

Her journey in digital leadership has seen her working across multiple industries, equipping her with the ability to adapt quickly and focus on measurable outcomes. “I’ve learnt that digital channels only deliver impact when aligned with business objectives - they cannot be seen as add-ons, but as central to growth,” she said.

At Pick n Pay, Janse van Rensburg sees an opportunity to bring that philosophy to life at scale. “The next chapter of South African retail lies in making the customer journey more connected: uniting in-store and online, enriching loyalty programmes like Smart Shopper, and ensuring every engagement feels relevant and rewarding.”

Over the next year, she’s identified priorities including strengthening the e-commerce offering so it delivers the same seamless experience shoppers expect in-store. “We must use data and technology more intelligently, through personalisation, insights, and retail media, to deepen engagement and deliver stronger returns. At the same time, building the operational foundations that allow the business to move faster: automation, integrated systems and better cross-team collaboration.

“Innovation is about bringing all the pieces together so they don’t operate in silos. What you need to aim for is one connected engine driving customer satisfaction and business growth,” Janse van Rensburg said.

The competitive retail landscape presents challenges, as well as opportunities. “Customer expectations continue to evolve rapidly, and there is much innovation from all sides around convenience, price and digital engagement. Pick n Pay’s strengths - brand trust, national scale, a well-established loyalty programme, and a growing digital ecosystem - give it a strong foundation to lead. I believe supply chain, store experience and price competitiveness remain essential, and digital can enhance these strengths with greater convenience, smarter promotions, and personalised connections.”

If the retailer gets it right, she believes “customers will enjoy the best of both worlds: trusted store experiences backed by smart digital touchpoints”.

“Our teams must see digital not as a support function, but as a core driver of growth. This means being more agile, making decisions using data, and experimenting with solutions that respond to customer needs.  I want to help build a culture where innovation is celebrated. If we can shift towards being faster, more connected, and more customer-led, we’ll be in a strong position to meet challenges of a very competitive retail environment. 

Reflecting on her career, Janse van Rensburg said lessons learnt include that digital transformation must be tied to business outcomes and customer needs to succeed, and that adaptability is key in a fast-changing landscape.

“It starts with listening. Communities, brands and suppliers have their own perspectives on what customers want and where the market is moving. My role is to create conversations and touchpoints with suppliers, or collaborative workshops with our brand partners. Impact comes when digital solves a problem, improves and experience or drives measurable growth, and is not merely technology for the sake of it.”

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