Kenyans were yesterday on last-minute shopping frenzy as online retailers and brick-and-mortar stores jostled for consumer numbers. All traditional stores that People Daily visited in Nairobi were fully packed from mid-morning until late afternoon, in a shopping streak that started earlier in the week.
Online shops also said they were recording huge downloads of their shopping apps and more sales than normal days as more shoppers chased after convenience and used the platform to compare prices of commodities before purchase. Both retail platforms rode on customised vouchers, competitions and discounted price offers to lure customers— who are facing higher cost of living following an upward review of excise tax on goods and increased inflation at 7.32 per cent in November from 6.72 per cent in October.
National Treasury last month directed manufacturers to effect higher taxes on beer, fruit juices, water, motorcycles and motor vehicles in line with the excise tax law that came into effect on December 1, with the new rates expected to exert pressure on consumers’ wallets. However, the huge customer numbers recorded across retail stores highlight the good offers shoppers are getting from supermarkets.
A number of customers interviewed by People Daily particularly expressed some satisfaction in service delivery and relief in price cuts that left them with enough change to spend elsewhere. “Big queue and congestion we experienced last year appears to have gone this year; more supermarkets have opened up and shopping spaces expanded.
The shopping experience has improved,” said Christine Auma, a shopper at Tuskys Supermarket. Tuskys is riding on its campaign, Sikukuu Kuu, that picks winners randomly from its systems. The promotion targeting 7,000 winners is projected to grow the retailer’s sales by 25 per cent between December and January. “We expect to have 25 per cent more footfall for back-to-school shopping and Christmas,” said Tuskys corporate communications manager Joanne Wanjala.
The retailer has also opened a new branch (Tuskys Milele) in Ngong and Tuskys Essentials, an exclusive clothing store on Tom Mboya street to capitalise on the holiday shopping frenzy. Nakumatt is using its Meet Our Blue Santa campaign, with customers spending at least Sh2,000 entered in a draw that could see them win a million shillings worth of shopping.
Online market place OLX said usage on its website had gone up largely on mobile devices after it tightened surveillance on mobile shopping to protect users against fraud three months ago. OLX Kenya country manager Peter Ndiang’ui said penetration of internet enabled by low-cost smartphones continues to build a critical mass of shoppers online.
“Kenyans are growing more comfortable with digital shopping as better deals online and rush season continue to spur interest for young savvy shoppers,” he said.
The post Retailers push numbers in Christmas shopping rush appeared first on Mediamax Network Limited.