Makhosazane “Polly” Buthelezi, made history at the DUT 2024 Autumn Graduation after being the first PhD graduand to be conferred a Doctor of Philosophy in Management Sciences specialising in Retail. The prestigious ceremony was held at the Olive Convention Centre in Durban on Friday, 24 May 2024.

Dr Buthelezi (31) from Pinetown, spoke of her academic journey, saying it had commenced at DUT in 2012, with her pursuing a National Diploma in Retail Business Management, which she had completed in 2014. Subsequently, she had pursued further studies, obtaining a Degree of Bachelor of Technology in Retail Business Management in 2015, followed by a Master’s Degree in Management Sciences: Retail, completed in 2018. Recently, she had completed a Doctor of Philosophy in Management Sciences: Retail, making her the first PhD graduate under this qualification at DUT.

“This journey had been a fulfilling and transformative experience, shaping not only my academic knowledge but also my personal and professional growth,” she said.

Buthelezi provided insights into her thesis entitled: Online grocery shopping during the COVID-19 pandemic: A strategic development to enhance online customer experience in South Africa. 

She explained how the COVID-19 pandemic significantly shifted global perspectives on online grocery shopping, leading to rapid adoption in South Africa due to lockdown measures. “The study examined the customer experience of online grocery shopping during the pandemic in South Africa and developed strategies to enhance this experience. Findings revealed various challenges faced by online grocery customers, including order modifications before checkout, inconsistent out-of-stock notifications, product-related issues, and trust/safety concerns, among others. These findings informed the development of three strategies to enhance the online grocery customer experience in South Africa. Additionally, beyond academia, the study contributed to the retail industry by promoting more customer-centric approaches,” she explained.

Buthelezi confessed that establishing and adhering to a daily routine proved invaluable throughout her  academic journey. “Yet, it was the steadfast commitment to discipline that ultimately propelled me towards achieving success in my studies. By maintaining a structured schedule and prioritising tasks with diligence, I was able to stay focused, manage my time effectively, and navigate the challenges with confidence,” explained Buthelezi.

As a student, Buthelezi confessed there were some gripes during the beginning of her PhD studies, time management was the most significant problem. “Balancing work, personal life and academic commitments proved to be demanding. To address this, I implemented a structured daily routine, extending into weekends. Weekdays were dedicated to work from 08h00 to 16h00, followed by focused research sessions from 20h00 to 24h00. Occasionally, I allocated time on weekends for research, while also allowing for socialising and spending quality time with family, depending on workload and priorities,” she replied.

For Buthelezi, pursuing retail as her area of study was a deliberate decision. Her passion for retail runs deep, driven by a genuine interest in its complexities and dynamics.

Buthelezi shared that she was striving to be the best researcher within the retail space, focusing on online grocery shopping, customer experience, strategies and sustainability. However, her paramount goal was to collaborate with local and international industry partners, researchers and other academics to bridge the gap between academia and real-world practice, fostering meaningful collaborations and driving impactful research initiatives.

Sharing her advice to students wishing to follow in her footsteps, Dr Buthelezi said: “Some may fail to see beyond the traditional perception of retail, assuming it merely involves managerial roles within supermarkets. However, retail encompasses a vast spectrum of career opportunities, extending far beyond the confines of supermarket management. With the rapid advancement of technology, new avenues and roles within the retail sector are continually emerging. It is essential to recognise the breadth and depth of opportunities within retail, embracing its dynamic nature and potential for innovation and growth.”

The elated Buthelezi extended her heartfelt gratitude to all who had supported her throughout this journey, including her supervisor, Professor P Moodley, family, friends, the Department of Marketing and Retail staff at DUT, as well as the Wholesale and Retail SETA for funding, particularly Mr Doba, Retail Chair.