For the future Woolworths (2014) states that "Whenever we design a new store, our team looks at how to include energy-saving elements like natural ventilation, automated lighting systems, solar powered water heating and energy efficient lighting in the building's design." Woolworths has also made use of an online shop which allows customers to purchase anything that Woolworths has to offer, ranging from food, clothes and financial services all delivered to its customers doors. From start to finish it is clear that Woolworths is doing everything they can to use technology to their advantage and help their customers and the planet in living a sustainable future.
Economic Factors.
Kotler and Armstrong (2010:90) define economic factors as: "Factors that affect consumer buying power and spending patterns." Since the end of apartheid in 1994 there has been a growth in previously disadvantaged people who are now able to work and make a living, therefore providing a whole new market that Woolworths can target. Shevel (2014) noted that: "Twenty years ago, black customers accounted for less than 10% of the chain's business: today, they amount to more than 55% of its customers. This reflects the growth in the number of people now in LSM 8 to LSM 10." Woolworths has been quick to jump aboard and has managed to only target the upper echelons of society, but through promotions and introducing bulk buying deals it is able to target the lower earning consumers as well. Shevel (2014) found that "Also, every week, it benchmarks 500 products against its rivals to ensure they are competitively priced" by doing so Woolworths has managed to change people's perceptions of it from being a "rich man's shop" to one that also provides "quality, value offerings" as is stated by Shevel (2014). Woolworths remains one of the top retailers in South Africa because it is able to see trends and work with them to help boost sales and exploit market opportunities, just like they have done with the emerging black diamond market.
