Abstract
The informal economy accounts for a significant share of South Africa’s urban livelihoods,
especially in Johannesburg, where limited formal employment has led many individuals to
depend on street trading as their primary source of income. In the Johannesburg Central
Business District (CBD), street traders operate in busy commercial areas recognised by
intense competition with many traders offering similar products. This study examines how
informal traders utilise Customer Relationship Management (CRM) and branding strategies to
build strong customer relationships and gain a competitive edge.
A qualitative research methodology was employed using a focused ethnographic approach to
understand day-to-day trading practices. The study targeted street traders along Bree Street,
formally known as Lilian Ngoyi Street, recruiting 12 participants through snowball sampling.
Data were collected through semi-structured interviews and non-participant observation, and
the findings were analysed through qualitative content analysis.
The results indicate that traders build customer loyalty through personalised interactions,
flexible pricing, and ongoing visibility in their trading spaces. Branding was mainly informal,
demonstrated through recognisable stall layouts, product display techniques, and the trader's
personal reputation. These strategies enable traders to stand out and sustain stable customer
support despite limited financial resources. The study concludes that CRM and branding are
crucial for supporting business resilience and competitive performance in the informal trading
sector.