3 Lessons from Apple for Africa’s growing Retail Brands

So Apple has become the first company in the US to hit a market capitalization of 1 trillion dollars. To put this in perspective; There are only 15 economies in the world that have comparable revenues, and none of them is in Africa. Before you yawn and dismiss this blog as “Of course that’s Apple, Read more about 3 Lessons from Apple for Africa’s growing Retail Brands[…]

HOW A SMALL BUSINESS CAN USE GOOGLE TRENDS TO CONDUCT MARKET RESEARCH

For small businesses, market research may be appreciated as necessary but not quite priority. If operating budgets balance on a shoe-string, then it can be safe to assume that advertising budgets dangle on a string of dental floss. Therefore, easy to use DIY tools that are free come in handy in helping SMEs win like Read more about HOW A SMALL BUSINESS CAN USE GOOGLE TRENDS TO CONDUCT MARKET RESEARCH[…]

Using WhatsApp for Qualitative Research

With 1 billion users globally, sending 42 billion messages and 250 million videos every day, WhatsApp would be hard to ignore in any industry. For market research, WhatsApp is like one of those power tools you get at the hardware store with many interchangeable parts, that half the time you don’t quite know how to Read more about Using WhatsApp for Qualitative Research[…]

REAL CUSTOMER TURN-OFFs that could be killing Your Retail Business

Retail is not easy. It’s easy for retailers to get so caught up in the details of running such a massive, demanding operation that they actually miss out on the real reason they exist; to meet customers’ needs and satisfy their expectation. In looking out for every bug and plant in the forest, retailers often Read more about REAL CUSTOMER TURN-OFFs that could be killing Your Retail Business[…]

SOME ASSUMPTIONS THAT RETAILERS MAKE THAT MAY NOT BE TRUE (OR PROFITABLE)

Most retailers natural instinct is to rely on what has traditionally worked for sales in the past.  This reliance on history or past tradition is considerably the “Original sin” of retail that leads to the death of sales. Relying on past sales execution experiences or following and adopting from the competition’s execution can actually create Read more about SOME ASSUMPTIONS THAT RETAILERS MAKE THAT MAY NOT BE TRUE (OR PROFITABLE)[…]

HOUSEHOLD STUDIES AND WHY THEY ARE A BIG DEAL FOR BRANDS

Household data can hold valuable insights that can impact business strategy and help brands refine strategy to appeal more directly to target consumers. Household studies can cover a wide variety of areas including household patterns, size, type, behavioral studies of residential neighborhoods, how residents interact with the environment, what kinds of goods and services households Read more about HOUSEHOLD STUDIES AND WHY THEY ARE A BIG DEAL FOR BRANDS[…]

WHY IT PAYS TO KNOW YOUR CUSTOMERS BETTER

Here’s a (literal) million dollar question? Is it worthwhile getting to know your customer better? It may sound obvious, but it’s not. I had a conversation with a friend who recently joined the business development division in one of East Africa’s largest blue chip financial service firms.  One of the first things she did on Read more about WHY IT PAYS TO KNOW YOUR CUSTOMERS BETTER[…]

5 MYTHS SMES BELIEVE ABOUT MARKET RESEARCH AND HOW IT KILLS THEIR GROWTH

#1 “MARKET RESEARCH IS FOR BLUE CHIP COMPANIES” SMEs believe that MR is the preserve of companies like Coca-Cola and Unilever. It is true that iconic brands that have a globally established reputation do invest heavily in market research. This does not mean that MR is an elitist service that should be shunned by small Read more about 5 MYTHS SMES BELIEVE ABOUT MARKET RESEARCH AND HOW IT KILLS THEIR GROWTH[…]

IGNORANCE ON DISPLAY?!…Great Brands always Listen Before Speaking

“Testing! 1,2, Testing?, Testing 1,2,3….Is this thing on?” Before using a public address system we often test capacity to communicate loudly and clearly to the audience, why should it be any different before launching your advert out to the public? Can you imagine, amplifying an ad concept that is totally disconnected or disagreeable to your Read more about IGNORANCE ON DISPLAY?!…Great Brands always Listen Before Speaking[…]

KNOW THY CUSTOMER

Every day, retailers capture huge amounts of customer transaction data. Whether it is through dedicated channels such as their loyalty card program systems or more random methods such as pay-platforms like LIPA Na MPESA, VISA, retailers sit on a literal goldmine of data known by the fashionable term “Big Data” By using advanced retail analytics, Read more about KNOW THY CUSTOMER[…]