Retailing 2 students from the Department of Marketing Management at the University of Johannesburg (UJ) stepped out of the traditional lecture hall and into the vibrant heart of Katlehong for an experiential learning field trip. Designed to immerse students in the everyday realities of informal township retailing, the visit challenged long-held commercial assumptions and underscored the critical role of context-driven, human-centred strategies in modern business.
To capture the essence of the excursion, the marketing team partnered with student volunteers from UJ’s Department of Communication & Media (Film and TV). Equipped with professional photography and videography gear, the media crew documented the field trip and is currently producing a short documentary to showcase the students’ hands-on experience and key learnings.
During the immersive visit, students engaged directly with four local spaza store owners and conducted detailed observational research. Rather than viewing the township retail environment through a traditional corporate lens, students discovered a deeply interconnected ecosystem where community, trust, and collaboration take precedence over cutthroat competition.
Spaza stores emerged as vital community hubs built on mutual trust and long-standing relationships rather than mere transactional touchpoints. Retailers continually adapt to local financial realities by selling goods in smaller, affordable quantities, offering fresh produce and ready-to-eat meals, and extending informal credit to loyal customers. Furthermore, technology was adapted rather than imposed, with owners adopting simple, practical tools that seamlessly support their daily operations.
The field trip offered students meaningful, real-world insights into the dynamics of informal retail. Many store owners shared that they entered the business out of necessity and survival rather than formal entrepreneurial ambition. Despite having little to no formal business training, their lived experience has enabled them to develop remarkable business acumen, demonstrating adaptability, resilience, and a deep understanding of their customers.
Students are now using these invaluable real-world insights to prepare their summative assignment, which they will present directly to a panel of industry experts.
“Our students flew our UJ flag high during the trip and asked deep and insightful questions. The field trip challenged their assumptions and reinforced the importance of context-driven, human-centred approaches to retailing,” said Dr Semona Pillay, Senior Lecturer, Department of Marketing Management.
By bridging theoretical concepts with ground-level township economics, UJ continues to equip its future marketing and retail leaders with the empathy, insight, and adaptability needed to thrive in South Africa’s diverse commercial landscape.
