Johannesburg - Local business listings directory the Yellow Pages is going digital with a new app and new branding. 

As of April the Yellow Pages will have a new look and feel, including a new logo, new brand positioning, and a new strategy to increase its footprint with a younger and digitally savvy audience. 

The company announced on Wednesday that it would offer a new bundle of digital products for potential customers, including a self-registration option for companies which is expected to be more search friendly.

As part of the new look and feel, the Yellow Pages is also relaunching its app which will eventually see over 100 000 small and medium businesses registered. 

The Yellow Pages app, like the book, is a database of local service providers from plumbers to electricians, restaurants and financial institutions.

The app features a chat function which allows consumers to chat directly to potential suppliers in real time. It will also allow a consumer to see average costs, as well as ratings and reviews of previous work done. 

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Itumeleng Matlaila, general manager of Marketing and Business Intelligence, said the Yellow Pages is a heritage brand in South Africa which is moving with the times. 

“We made a decision to keep the element of familiarity but further invest in digital search platforms. The changing face of consumers has led us to reconsider how they consume the information we provide. By relaunching, we aim to remain relevant in the market.” 

The company also announced that Trudon will remain the holding company of the Yellow Pages. However, it will no longer be visible in branding as a result of months of market research which showed there is a high affinity to the Yellow Pages brand, which has been in existence for over 50 years. 

“The Yellow Pages is a media company that our customers use as a platform to get found. We are now using technology to amplify their visibility and help the end user find them,” Matlaila said.