After an exceptional Black Friday sale, Jumia shifts focus to Christmas offers

All good things must come to an end, so the saying goes. And like all the good things which we become accustomed to and afraid to let go of, this year’s Jumia Black Friday sale – which has been running from November 13 – comes to an end tonight.

Even as it finally comes to its conclusion, this year’s Black Friday promo was exceptional in more ways than one. The sale, the third one since it was first initiated here by Jumia in 2015, recorded about 10 million visitors to the online platform over the course of the campaign which has run for a month. Again, even though it has traditionally targeted online retailers, the 2017 Black Friday even attracted the participation of offline retailers keen to complete quick sales during the event, now recognized as the largest online shopping event of the year.

(TOP: Sam Chappatte, the Jumia Kenya MD,  awards Charity Wairimu of Ruiru with an exclusive Huawei Mate 10 smartphone which she won when Jumia Black Friday went live on November 13. The sale ends on December 13 after which the online retailer will launch its ‘Christmas with Jumia’ promo).

And that’s not all when it comes to talking about reasons why this year’s Black Friday promo was more than special.

Still on visits to the Jumia portal, the average sessions per user stood at 3, meaning that the customers came back multiple times throughout the event. About 20 per cent of the visits came from the Jumia app (which recorded 150,000 new app downloads over the period of the sale), while the rest were split between mobile web and desktop PCs, an increase over last year’s traffic.

Moving on to suppliers, 3 times more vendors participated in the event, listing 20 times more products, with 600,000 products being listed for the sale.

Now, pulling together a successful – leave alone exceptional – sale in a country, during an election season, is no mean feat. Something which has been noted and recognized by Jumia Kenya’s leadership, led by Sam Chappatte, the online retailer’s MD for Kenya.

“Despite a challenging business environment, this year’s Black Friday has broken all records. We delivered 3 times more products over the month of November than last year, and finished the month almost 10 times larger than we were in January. This is great news for the thousands of Kenyan businesses that took part in the event, and re-affirms that we are still in the very early stages for the e-commerce industry in Kenya. We are grateful for the trust and support of our customers. And thankful for the huge effort invested by our vendors, logistics partners and team in delivering happiness,” said Chappatte. 

And because no two events are ever the same, Jumia also noted key differences and interesting trends between this year’s sale and the previous year’s. Among these was the fact that while past sales have always been driven and focused on mobile phones and electronics, this year’s best sellers have been fast-moving goods (FMCG) products – including unga, rice, sugar, Blue-band, Royco, Action, Omo – which were 15-times bigger than last year in terms of sales after Jumia’s partnership with mainstream retail chains and brands like Tuskys, Unilever and Procter & Gamble (P&G).

Other brands which took part in the Jumia Black Friday sale were Huawei (which launched its latest high-end smartphone, Mate 10, exclusively on Jumia), Mastercard, Nice&Lovely, Samsung, Chandaria, Fero, Hotpoint, Ramtons, Pampers and Mika.

“We want to be a one-stop-shop, a place where everyone goes to when they want to buy anything and everything… This means that Jumia is becoming and will continue to become the decision where you go to when you want to stock up on groceries. You know you don’t come to Jumia to buy eggs, or fresh bread. You come to Jumia when you want to save some money, benefit from convenience of not going to the supermarket and sitting in traffic,” noted Chappatte.    

In terms of innovation, Jumia Kenya – moving ahead of the online retail brand’s other subsidiaries in Africa incorporated the use of Unstructured Supplementary Service Data (USSD) service during the Black Friday sale. Buyers were only required to dial 483483# from any of their devices – whether feature or smartphone – and then follow the prompts. The move was aimed at ensuring that more people participate in the same through lower prices, convenience, choice as well as availing quality products to the masses.

But with Black Friday sale ending tonight, it doesn’t mean that online retailers and buyers alike no longer have a compelling reason to visit Jumia during the remainder of the year.

Remember we’re just left with about 10 days before Christmas and people are yet to do all their shopping, as most are still looking out for promos and offers through which they can purchase items and gifts for their family members, friends and colleagues at work.

That’s why with the Black Friday sale coming to an end, Jumia is already focusing on Christmas shoppers and offers which are ideal for its customers.

“After December 13, 2017, which is the last day of Jumia Black Friday, we’ll just move into the Christmas mode. Here, we’ll then introduce unique offers like flash sales of Kienyeji chicken for Kshs 100, delivery of gifts to customers, and also have buy-1-get-1 free offers on groceries as well as discounted Jumia Christmas gift vouchers,” stated the Jumia MD while giving the highlights of the ‘Christmas with Jumia’ sale.

All the more reason why you shouldn’t stay away from Jumia because regularly checking the portal and being on the lookout for any Christmas offers may just see you walk away with a Kienyeji chicken for Kshs 100. Now, who would want to miss out on that?

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