Chief Executive Officer (CEO) Jumia Nigeria, Mrs Juliet
Anammah has stated that Keke Napep (Tricycle) is one of the bizarre things
Nigerians searched for on the platform during the weeks leading up to the
company’s Black Friday campaign slated for Friday, November 29th, 2019.
This, according to her, is an affirmation of the trust
that shoppers have in the platform for finding everyday essentials.
In a press statement, Anammah said the Nigerian
entrepreneurs and consumers always remain the biggest beneficiaries of the
Black Friday campaigns. “This is because all the products listed on the Jumia
platform are data driven to enable consumers find the products they want at a
price that’s convenient for both the sellers and consumers,” she stated.
She went further to state that in line with the McKinsey’s
Lion Go Digital Report, online shopping could account for up to 10% of retail sales in Africa
(with a value of around US $75 billion) by 2025, as more Africans gain access
to the internet. “Campaigns such as
Black Friday will contribute significantly to driving e-commerce adoption.
“We plan Black Friday campaigns 6
months ahead of time. We engage in consumer focus groups and multiple workshops
with consumers to understand some of the things they want to buy on Jumia. So,
it starts with the consumers first. We share the data we obtain with our
sellers to influence the kind of products they should list on our platform
during special campaigns like Black Friday and at a price that is convenient
for both parties,” she stated.
Although Jumia introduced the Black Friday campaign to
Nigerians in 2014, two years after it established its presence in the country,
consumers response to the campaign has been tremendous.
According to Anammah, “Consumers
response to Black Friday has been tremendous since we introduced the shopping
event to Nigerians in 2014. Year on year, we’ve seen it grow. Nigerians are
very responsive to campaigns like these. It’s really about bringing the best of
deals from our sellers and brand owners to the consumers. And they respond
quite positively. Black Friday is a time when consumers are looking for deals;
they want to get the best prices on anything that they want’ she noted.
Anammah emphasized that the company sources exclusive
deals and communicates those deals well ahead of time,that somehow influences
what people are searching for. “What
people search for are triggered by the exclusive deals we have, treasure hunts
and flash sales. People are searching for phones, appliances, TVs, many brands
such as Reckitt Benckiser, Binatone, HP, Scanfrost among others,” she
concluded.