ISSUE 07 / JULY - SEPTEMBER 2014
Jumia Kenya Sub - Saharan African Retail Report Developing a Sales Culture iTax Solution
07 ISSN 2305-5561
RETAIL BUSINESS INTELLIGENCE
KENYA | Karuna Hse Commercial/Enterprise rd Junction Industrial Area, Nairobi Tel: +254.728 607 000 e: email@example.com UGANDA | Ntinda Ind. Area Plot M275, Opp, Britania Kampala Tel: +256 414 223 1767 Cell: +256 782 115 464 e: firstname.lastname@example.org RWANDA | Kigali , Remera, Kisimenti Tel: +250 252 581 741 Cell: +254 788 382 626 e: email@example.com TANZANIA | Hifadhi EPZ Ubungo, Off Morogoro Rd , Dar Es Salaam, Tel: +255 22 277 3391 Cell: +255 767 607 000 e: firstname.lastname@example.org
CONTENTS INSIGHT RETAIL | ISSUE 07 JULY - SEPTEMBER 2014
DEVELOPING A SALES’ CULTURE
DEMYSTIFYING ONLINE SHOPPING
THE FUTURE OF E-COMMERCE
CREATING A THEFT - FREE ORGANIZATION CLIMATE
SUB - SAHARAN AFRICA’S RETAIL REPORT
9 23 Subscribe for your next Issue: See details on Pg. 30
INSIGHT RETAIL | ISSUE 07 | JULY - SEPTEMBER 2014
Data Collectors, PDAs, mPOS, mERP Solutions
RETAIL POS HARDWARE
RETAIL POS & ERP SOFTWARE
Electronic Article Surveillance & Display Security Solutions
• • •
Proximity Cards Swipe Cards Smart Cards
Level 3, Amee Arcade, Westlands, T: 254 (20) 374 9056/7, 737 267813, E:email@example.com, W: www.totalsolutions.co.ke
elcome to our seventh Issue of Insight Retail Magazine, a quarterly publication whose aim is to offer the retail industry and other interested readers with insightful local and global news, trends and solutions on various retail industry topics. Kenyans are hastily catching up with the rest of the world when it comes to online shopping regarded as a more convenient mode of shopping where a buyer can find whatever products he desires either by category or through the search bar then places his order – at his comfort. Thanks to the soaring sales of gadgets such as smartphones and tablets, which have equally continued to gain popularity, online retail shopping has witnessed growth. Again, the country is on a communication boom as more and more people are getting connected to the Internet thanks to a more developed telecommunication infrastructure – one of the country’s economic growth recipes. In May 2014, Retail Interchange Centre held its first regional retail conference in Thika town, an event which also drew retail players and other interested parties from the larger Kiambu and adjacent Counties. This is an important forum aimed at meeting various retail stakeholders giving them an opportunity to share and network on retail aspects with an aim of growing their businesses. We look forward to hosting more retail conferences in selected regions which will culminate with the Annual Retail Forum & Retail Awards 2014 scheduled for November 2014. Esteemed readers, as you plan your ever busy business calendar, I urge you to keep these valuable events in mind and call upon your support and participation. We wish to extend our gratitude to all our sponsors, conference participants and co-coordinators/ event organizers who made the Retail conferences a success. We believe that the Magazine will be useful to your organization in one way or the other and welcome your feedback and comments by writing to us on firstname.lastname@example.org and probably share with us what you would like featured on subsequent upcoming Issue, We urge our readers to subscribe to the magazine as we endeavor to deliver it at your doorstep. An online version of the magazine is available from the link: http://www.insightretails.com Finally, we thank all our readers and the entire retail industry stakeholders for your continued support and contribution. Happy Reading! Titus Korir Project Director & Associate Publisher
Editorial and Advertising Insight Retail East Africa Contributors Jasper Ouma Steve Macharia Trushar Khetia Publisher Insight Retail East Africa © 2014 Insight Retail All material is strictly copyright and all rights were reserved. Reproduction in whole or in part without the written permission of Insight Retail is strictly forbidden. The greatest care has been taken to ensure the accuracy of information in this magazine at the time of going to press, but we accept no responsibility for omissions or errors.The views expressed in the magazine are not necessarily those of Insight Retail or Retail Interchange Centre. Retail Interchange Centre Ltd P.O. Box 36106 City Square 00200 Nairobi, Kenya +254 725 350 690 +254 735 350 690 email: email@example.com
Thank you very much sir for your continued support in enriching us retailers with a deep and insightful knowledge on the internal and external threats affecting our area of expertise. Looking forward to reading the edition..!”
Samuel Kabogo | Cleanshelf Supermarkets
Congrats on yet another fantastic issue! Trushar | Tria Group
Please share your comments on our publication to firstname.lastname@example.org
Cert no. SGS-COC-2560
By: Johan Taljaard-Rentworks E.A.Ltd, Tel : +254 (0) 718 246 256 | (0) 789 500 377 Email: email@example.com
Our Dispensing Equipments
CROWD PULLER The automated dispenser increases traffic into your shop. Consider this; milk is a must-buy item for most people â€“ this translates into increased sales of other items in the shop.
PRODUCT PRICE REDUCTION The automated dispenser eliminates the process of packaging, thus allowing for the product to be sold at a much cheaper rate.
NO COINS NEEDED The new automated dispensers are operated using a digital display control panel. One simply needs to input the amount required and the product is dispensed.
AFFORDABILITY Automated dispensers sell small quantities of essential commodities (like milk) for as little as Kshs. 1.00. This not only makes it affordable but is able to cater for clients on varied budgets and needs.
ECO-FRIENDLY The automated dispensers are eco-friendly as the customer can reuse or refill using plastic or glass containers. This reduces pollution of the environment.
OUR PARTNERS TASSIA SUPERMARKET
Celian House, Embakasi Village Next to Total Petrol Station Mezzanine Floor, Room No. 6 +254 722 249 600 firstname.lastname@example.org www.farmingsolutionsltd.com
Revolutionize customer shopping experience in your stores What is ESLS?
ESL is short for Electronic Shelf Label System, it is a display device that is placed on the shelf and it replaces the traditional paper shelf label. Each ESL is connected to the store’s server wirelessly and it displays the latest price on its screen. ESL’s data will be controlled by the computer server thus the exercise of replacing the shelf label prices manually is completely eliminated! This also ensures consistency of pricing between the shelf and the tills.
Traditional Shelf Label
Traditional Shelf label have many challenges: There are complex procedures of manual price change: the system is updated with the new price data, paper labels are then printed and thereafter, labels that need to be changed are taken away and replaced to ensure accuracy and consistency. This is not easy, and its time consuming and less efficient. There is also the continuous cost of consumables items (label printer, thermal paper rolls, and printer maintenance) which are high thereby eating into your profit margin. Manual price change causes customer complains as the price at the shelf and the till price are sometimes not the same.
Electronic Shelf Label System
The system is automatic and makes price change easy and real time. When the price on the server is updated, the Shelf automatically updates the price to the latest. ESL eliminates manual mistakes and improves information management to better increase company reputation and customer satisfaction. Vortex Solutions’ electronic shelf labelling solution (ESL) helps you to
save time with automatic price updates. It’s more cost-efficient than paper, and improves your customers’ experience with accurate, reliable pricing. Vortex Solutions Limited has been doing research on this front and wants to assist the retailer to easily manage shelf labels and its costs. We have an elaborate ESL solution that is easily integrated to your system to achieve seamless data flow of your price change from the server to the shelves. Vortex Solutions also offers an array of solutions for the retailer. Vortex Solutions offers an End to End fully integrated comprehensive Vortex Fusion ERP that has a Point of Sale, an Inventory, Customer Loyalty System, Promotions Management Kit, Voucher System, HR and Payroll, Time & attendance and Financial and Accounting.
Fast - Firm - Flexible
X-POS oﬀers a full line of Thermal Printers, Barcode Scanners, Cash Drawers that service an array of vertical application from ne dining to fast food establishments, gaming, retail and banking. X-POS provides high quality products at pocket friendly prices. X-POS printing solutions are easily integrated with existing PC-based POS system and the innovative tablet PC-based POS & order-taking systems for restaurant operations. Ticket printers are required for environments that should issue tickets such as banks, theaters, amusement parks and bus terminals. Mobile printers permit businesses to print receipts and invoices and accept credit card payments at the point of delivery.
Bixolon provides its custom label design program as bundle. It supports database connection as well as text, drawing lines and boxes, all kinds of graphics and 1D/2D Barcode printing.
DataVan is well experienced through out retail industry. We oﬀer wide ranges of POS terminals to help improve shoppers’ experience and retailers' operational eﬃciency.
Captivate customers & stand out from the competition with creative retail card programs and distinctive mailings. Consumers today expect personalized products & services.
Label Printers enhance eﬀeciency in the production of precise barcodes for many applications including manufacturing, health when labeling prescriptions, retail shelf and product labels
Whether you are looking for a ready-to-market product or ready -to-use solution, Datavan has the expertise to help partners accomplish their mission.
Datacard Printers provide simple and economical ways to print identiication cards for Businesses, Schools, Hospitals, Fitness Clubs and anyone who prints ID cards as part of their busy workday.
Lynx Distribution Ltd | Parklands Road | Centre Point Bld, 2nd Floor | Tel: +254 020 3747229 Cell: +254 732719921 | Email: email@example.com
ONLINE RETAILING Kenyans are hastily catching up with the rest of the world when it comes to online shopping. A month after celebrating its first anniversary, Insight Retail Magazine caught up with Parinaz Firozi, Managing Director, JUMIA Kenya, the leading E-commerce platform in Africa and one-stop online retailer. Brief on JUMIA Kenya JUMIA is Kenya’s leading online retail company. It celebrated its first anniversary in May this year and sells a wide range of products including fashion, home appliances, electronics and beauty products on its website www.jumia.co.ke JUMIA was established to provide customers with a shopping experience that is safe, convenient and stressfree. With unbeatable prices and brand new products, the company delivers to your doorstep anywhere in Kenya and offers a free return policy of 7 days. Products can be purchased using an array of payment options including cash on delivery, mobile money transfer (MPESA) and credit card. The Kenyan branch started its operations in May 2013 and has continued to witness double digit growth, with thousands of Kenyans placing orders on the company’s website and taking advantage of the massive discounts, gift vouchers and crazy offers. Parinaz Firozi MD, “JUMIA Kenya has other platforms, like J-FORCE which provides hundreds of jobs for Kenyans who sell our products on commission. The initiative has been hugely successful, with people earning as much a ksh. 65,000 a month. We also have an online Marketplace where entrepreneurs sell their products to JUMIA’s large customer base and have JUMIA handle all logistics as they wait for your money! JUMIA is here to make your shopping experience unforgettable.” JUMIA is part of Africa Internet Holding, the continent’s leading internet incubator, and has the backing of the major telecommunications companies MTN and Millicom. JUMIA ventures exist in Kenya, Egypt, Ivory Coast, Morocco, Nigeria and, most recently, in Uganda. JUMIA deals in fashion and high-end products. What kind of products are Kenyans purchasing online? Fashion products are always popular, and this is one of the areas we specialize in. We sell a huge range of items, from designer brands to high street names, and often offer big discounts on our bestselling ranges. Technology and electronics is a sector that is growing rapidly in Kenya, so JUMIA sells a lot of television sets, computers, tablets, mobile phone, projectors and printers. For shoppers wanting to buy these items, JUMIA is a great choice as we have warranties of between one and ten years on electronics.
INSIGHT RETAIL | ISSUE 07 | JULY - SEPTEMBER 2014
Parinaz Firozi, Managing Director, JUMIA Kenya
High speed internet connectivity, a tech savvy generation, a fast growing economy mobile money (M-PESA), the soaring sales of smartphones and tablets, mobile applications, and WiFi hotspots in public service vehicles and public places are coming together to give the perfect recipe for online shopping
We have also launched online shopping for wines and spirits.You can now find a wide selection of quality drinks, including limited editions, iconic drinks, gift sets and a wide collection of wines to round off your meal! The category is fast gaining momentum. Many Kenyans are still conformed to the analogue ‘buyer – seller’ mode of shopping. Are we likely to see more Kenyans shopping online? Definitely: high speed internet connectivity, a tech savvy generation, a fast growing economy, Mobile money (MPESA), the soaring sales of smartphones and tablets, mobile applications, and Wi-Fi hotspots in public service vehicles and public places are coming together to give the perfect recipe for online shopping. More and more Kenyans have downloaded the Jumia Mobile App for Android and are placing orders on JUMIA while stuck in traffic, queues, meetings or even from the comfort of their living rooms.You don’t have to spend a whole day shopping, miss that match, or worry about transport and warranties as JUMIA does that for you. The numbers can only rise. Briefly touch on the current online retail shopping Kenyan scenario with regards to penetration/usage of online shopping sites JUMIA Kenya www.jumia.co.ke is among the most visited sites in Kenya. We have grown and are growing every day with a team of dedicated employees who are very customer centric and are always finding creative solutions to further improve the customer experience. There are many creative ideas to grow even bigger. The future of JUMIA is bright! What is/will drive a Kenyan shopper online? We have a secure website with a wide selection of products for our customers.You can find whatever products you desire either by category or through the search bar, and get to enjoy our fantastic offers, massive discounts, gift vouchers and redeemable coupon. What’s more, all transactions are securely processed with a team of customer care executives ready to guide you through every purchase, and your purchases will be delivered directly to your doorstep anywhere in Kenya. Add to this the option of cash on delivery and a free 7-day returns policy, and you get a truly stress free shopping experience! Where do people go wrong with online shopping? Users as well as online sites taking into consideration cases of duping shoppers? JUMIA Kenya website is secure, we have a dedicated customer care line and customers have the option of paying upon delivery. So far we have not had any cases of fraud, although some online shoppers elsewhere may get lured into ‘good deals’ with discount coupons that come most often as pop ups with screaming messages such as “You have won $ 1,000,000”. Cyber criminals do not just sit around waiting for someone to give them data.They need you to help them have access to your information, especially credit information. All they need is just a PIN code or password for them to take a vacation with your hard earned cash. You need to be alert and think twice before
clicking on the ‘good deal’, and also remember to protect your device against malware with regular updates for your anti-virus program. What challenges do potential online shoppers face? What are their fears with regards to online shopping? JUMIA Kenya is a familiar site with a good reputation that can be trusted. However, online shoppers may face the challenge of having to deal with lots of websites full of faceless strangers. Sometimes making a purchase from a not-so-well known site brings some fear, but as long as you inquire from friends and colleagues and use sites that have a good reputation you have nothing to worry about. What are the cost implications of online shopping to a shopper? A lot of the time we deliver for free, although depending on the size of the order and the location of the shopper there may be a small shipping charge. Apart from that, there are no other cost implications besides the ordinary mobile money and credit cards deductions, and customers can often benefit from great discounts and special offers that are not available in physical shops. There has been a surge with regards to selling of goods online via social media – Face Book in particular. Is this also a version of online shopping? JUMIA Kenya has an official Facebook page www.facebook.com/ jumiakenya and a twitter handle @JumiaKenya. On these social sites you will find links that redirect you to various products and more information.You also get to interact with JUMIA team, have your questions answered, participate in competitions and win gift hampers. For us, it’s more a way of keeping in touch with our customers than a platform for online shopping. South Africa, Egypt and Nigeria have a high number of online shoppers as compared to Kenya. What comparisons/lessons can Kenya draw from them? JUMIA is one year old in Kenya, we have grown in the one year and the prospects are great. Online shopping is young in Kenya as compared to S. Africa, Egypt and Nigeria but with the trend, I think the other countries will have to draw lessons from us soon. Any new regulations that govern online shopping in Kenya? Online shopping is a retail industry like any other, so all regulations governing retail industry in Kenya apply and so do the Laws of Kenya.
INSIGHT RETAIL | ISSUE 06 | JULY- SEPTEMBER 2014
Developing a sales culture in a retail outlet
ow do you indoctrinate the attitude of Sales into the daily routine of all your staff in the outlet? Does for example, the cleaner – who has to ensure the shopping environment is clean and friendly – understand their role in either winning the sale or losing it? What about the Security attendant who has to frisk or check that customer – do they realize that they are setting the shopping climate for this shopper? Where does the customer’s decision making process to buy or not buy essentially start? I have experienced many instances where the owner of the outlet go out of their way to make customers comfortable and welcome – which is good, but does this really optimize owner’s time? All your staff, especially those who regularly enter into a one-on-one interface with your customers needs to develop sales skills in addition to the normal customer service orientation that is a prerequisite for their success in the outlet. This sales skill is especially necessary for the line or shop attendants as they interact with diverse customers on a daily basis. Some of these sales skills come naturally to some people, but many of us need to be trained to personalize and apply them with ease and efficiency. In addition, it is important for the retail organizations to develop their own personal image, brand and even selling themes that will be owned by staff and by extension, their customers. The following 6 Ps are Examples of some Sales topics that you need to train your staff on: • Professional and Effective Communication • Personal Discipline and Effectiveness • Process of Disciplined sales • Problem solving skills • Patience • Profit awareness It is also important to have a regular sales briefing for your all your staff, where you commend good sales tactics, share testimonies of both success and failure and encourage the philosophy of SALES TO ALL YOUR STAFF ALL THE TIME.
JASPER OUMA DMS LTD - CHIEF TRAINER Tel: 0722 726055 Email: firstname.lastname@example.org
INSIGHT RETAIL | ISSUE 07 | JULY - SEPTEMBER 2014
RETAILERS REGIONAL CONFERENCES 28 MAY 2014
Retail Owners, Directors, CEOs and Managers are encouraged to attend
REGIONAL RETAILERS CONFERENCES
These are events done annually at a regional platform with an aim of sharing with retailers the new trends, technological changes, training solutions as the supplier get to network and offer solutions which is available as per their needs and capacity at that particular time Who should attend: Retail owners, Managers, Head of Departments / supervisors from retail outlets within the regions covered Duration of the event: All our 2014 events will be a whole day (1Day) per region.
REGIONAL CLUSTERS: REGION
TOWNS TO BE REPRESENTED BY RETAILERS & ADJACENT TOWNS
Kapsabet, Nandi-Hills, Kitale, Iten, Kabarnet, E/Ravine, Eldoret & Its adjacent towns
Naivasha, Gilgil, Nyahururu, Olkalau , Njoro, Elburgon, Molo, Eldama Ravine,Nakuru & Its adjacent towns
Central/ Eastern May
Kenol, Muranga, Sagana, Ruiru , Kiambu , Limuru, Kitui , Githurai 44/45, Juja, Roysambu, Gatundu, Kinangop, Thika & Its adjacent towns
Muranga, Embu, Nanyuki, Nyahururu, Karatina, Chuka, Meru , Isiolo Narumoru , Maua, Nyeri & Its Environs
South Rift & Nyanza
Kericho , Sotik, Bomet, Narok, Keroka,Migori, Homabay , Kisii & Its adjacent towns
Western & Nyanza
September Kakamega / Kisumu
Kakamega , Mumias , Nambale, Busia, Bungoma, Webuye, Malaba, Siaya, Ugunja, Vihiga, Kisumu & Its adjacent towns
Voi, Kilifi, Diani, Malindi, North Coast, Mombasa & Its adjacent towns
TO REGISTER Call Esther/Titus on: or email: email@example.com
RETAIL STATISTICS 2014 TIER 01
(HAVING 15 BRANCHES AND ABOVE)
46 Branches 12 Counties 4 Countries
36 Branches 7 Counties 3 Countries
(HAVING BETWEEN 5-15 BRANCHES) Chandarana Supermarkets 8 Branches Saltes Supermarkets 7 Branches Cleanshelf Supermarkets 6 Branches Eastmatt Supermarkets 6 Branches Selfridges Supermarkets 6 Branches Ukwala Supermarkets 6 Branches Tumaini Supermarket 6 Branches Khethia Supermarkets 5 Branches Magunandu Supermarkets 5 Branches Mulley Supermarkets 5 Branches Mathai Supermarkets 5 Branches Budget Supermarkets 5 Branches
2 Counties 2 Counties 4 Counties 3 Counties 2 Counties 5 Counties 3 Counties 3 Counties 4 Counties 1 County 4 Counties 3 Counties
MORE STATS IN THE EAST AFRICA RETAILERS DIRECTORY & SUPPLIERS GUIDE FOR ADVERTISING AND DIRECTORY LISTING
CALL+254 725 350 690 / 735 350 690 firstname.lastname@example.org
54 Branches 14 Counties 2 Countries
30 Branches 13 Counties 1 Country
(HAVING BELOW 4 BRANCHES) Kassmatt Supermarkets 4 Branches Setlight Supermarkets 4 Branches Quick matt Supermarkets 4 Branches
2 Counties 3 Counties 3 Counties
Enter Carrefour 2015, Massmart, Mulley’s and exit of Shoprite in Tanzania Thanks to a booming real estate sub-sector and unexploited retail opportunities, Paris - based hypermarket chain Carrefour - the fourth largest retail group globally has fully set its eyes on Kenya. Amidst reports of buyouts and takeover of existing local retailers, to penetrate into the Kenyan market, Carrefour seems to have decided to go it alone by signing in as the anchor tenant of The Two Rivers shopping mall slated for opening in October 2015. Located in the Runda - Gigiri area along Limuru road sitting on a 100 acre property – popular with diplomats,Two Rivers, a Centum Investment Group project is set to become the preferred destination in East Africa in which to invest, do business, live, shop and experience a unique urban lifestyle. According to Centum, Carrefour has booked 100,000 square feet - 16.1% of the 620,000 square-feet shopping complex. Carrefour, stocks over 20,000 products including fresh produce, clothing, electronics and household appliances. Several other international retailers have also signed up, taking about half the mall’s space. Infrastructure works for the multi-billion-shilling property complex have already started. “Majid Al Futtaim will be one of the tenants at our mall, bringing the Carrefour franchise,” announced James Mworia, Centum’s chief executive. Majid Al Futtaim run the Carrefour franchise in Dubai. At 58, 000 square meters, Two Rivers is tipped to be the biggest in the country ahead of the upcoming Garden City Mall along Thika Road at 50,000 square meters which Massmart has slotted to be the hanger retailer at the mall. “The franchise agreement between Majid Al Futtaim Retail and Carrefour was extended to include 38 countries in the Middle East, Central Asia, Africa and Russia,” the Dubai firm said in a statement. By 2014, Majid Al Futtaim Retail expects to reach 66 hypermarkets and 79 supermarkets and expand its territory in six new markets. MULLEYS As it prepares to venture into more towns and counties especially those located in the lower and
INSIGHT RETAIL | ISSUE 07 | JULY - SEPTEMBER 2014
The retail expansion is becoming the fruits of real estate developers who are eyeing big retailers to be their anchor tenants within their upcoming shopping malls
upper parts of Eastern Kenya, Peter Mulei and Sons chain of supermarkets have re-branded to Mulleys Supermarket. Kevin Mulei, the supermarket’s chief executive officer noted that the re-branding was a strategy to get ready for new markets and become a world-class enterprise. Started in 1969 by Peter Mulei Ngumbi as a wholesale and retail chain of shops, Mulleys operates five branches – two in Mlolongo and three in Machakos towns. Based on increased interests among many an investor, to invest in Machakos county, Mulleys Supermarket is casting its net wider on the expected opportunties. The CEO revealed plans to expand to Tala Town by opening two more branches in 2014 before expanding their network to Mombasa and Nairobi. In May 2013, the Machakos County received commitments worth KShs. 56.3 billion from potential investors, a factor that presents Mulleys with more business opportunties. TAKE OVER & TRENDS Retailer, Nakumatt Holdings, has taken over the running of three stores it recently acquired in Tanzania. The firm said it would one by one rebrand the three Shoprite outlets in Dar es Salaam and Arusha bringing to four the number of retail outlets that Nakumatt operates in Tanzania. Other than the three, Nakumatt operates a single store in Moshi, the takeover will raise its branch network to 49 from the current 46 across East Africa. Nakumatt is also gearing up for the opening of four other stores in Kenya by the end of 2014. The four stores in Nairobi and Mombasa include Nakumatt Lunga in the busy Nairobi’s Industrial Area, Nakumatt Shujaa near Donholm, and Nakumatt NextGen along Mombasa Road while in Mombasa, Nakumatt gearing up for the opening of Nakumatt Bamburi as part of the retailer’s regional expansion plans. The trend of retail in the region will be defined by real estate development and set up of mall in the major towns across the region and with the expansion rate of real estate development will also trigger the growth of retail sector within the region in few years to come.
Man vs Machine BY: TRUSHAR KHETIA
ne machine can do the work of fifty ordinary men. No machine can do the work of one extraordinary man. – Elbert Hubbard (American writer, publisher, artist, and philosopher)
doing this for short term or long term gains? With investment in technology you are mostly looking at the latter as the ROI is seen and felt only in the long run. This means you have to be patient to realise this benefits and have a culture that welcomes this technological change.
Technology in retail is always a fundamental point of discussion. With the pace of technological change in today’s retail world being faster than ever before, retailers have to continue evolving and adapting their practises in line with these changes.
However, can machines replace men in retail? No matter how much automation will come into retail, they are not a substitute for the personal level of service that one human being can give to another human being. I cannot foresee a retail store that run by machines alone without any people. Even when the global retailers abroad introduced self checkout machines in order to save on time and the wages of the cashiers, they soon were faced with another type of problem they did not foresee. These automated check out machines as impressive as they were, were prone to errors and other issues due to the customers also being new to understand and use such technology. So guess who was on stand-by to resolve this system errors? A human being of course! So it created the need for a different kind of person whose job was to oversee all the automated check out machines and assist the customers with any issues they had whilst using the machines.
Take the example of what social media has done to this world in the last few years. It means anyone from anywhere in the world can freely write a comment about your service to millions of other people in a second and you can do nothing to stop it. This means retailers have to be proactive in identifying any new waves of technology and position themselves in such a way that they are prepared when this new cycle comes in. Once upon a time, point of sale systems or ERP system were unheard of and mostly used by only high end large retailers who could afford it. Within a decade, it has become a basic standard tool for every business that wants to run a retail supermarket. You can now not do without it, in order to operate efficiently. Same applies to barcoding technology which is now a must for every product manufacturer. What was once an emerging trend becomes an industry standard. During a recent retail technology event that was hosted by Compulynx, I was impressed with the level of new technology that was available in the market. I got demonstrations on new automated self-service till machines that could handle up to 3 customers at one go in order to reduce big queues, to smart forms of auto lock and key mechanisms to prevent theft of valuable goods. They were innovations that had just been implemented recently for global retail giants such as Tesco, which was quite impressive. All these new tools of the trade make work easier, faster and more efficient for those retailers who embrace this. However, it comes at a cost. The question you need to ask yourself is, are you
TRUSHAR KHETIA Founder & CEO – Tria Group Twitter: @trushark
These automated check out machines as impressive as they were, were prone to errors and other issues due to the customers also being new to understand and use such technology.
The above illustrates that whilst technology is important, it is not a substitute to talent. Both are complimentary elements to each other where the technology enables the retailer and its people to serve the customer or operate their business even faster, efficiently and professionally. So it is not man vs machine, it is man and machine working together side by side in perfect harmony with a common purpose; to give the best level of service to the customer. For companies who can build this symbiotic culture of man and machine, talent and technology, and people and programs into their organisation, they will scale great heights. I would like to share this thought proving quote from Steve Jobs the Founder of Apple, ‘Technology is nothing. What’s important is that you have a faith in people, that they’re basically good and smart, and if you give them tools, they’ll do wonderful things with them.’
INSIGHT RETAIL | ISSUE 06 | JULY- SEPTEMBER 2014
Online ShoppingWhat is it all about?
here are people interested in starting their own online stores in Kenya but are afraid of starting as they are not sure whether Kenyans have embraced the concept of online shopping. Then there are buyers willing to make online purchases online but are not sure if it is safe and if they can trust the people running these stores with their money. Finally, there are people worried about the cost of making purchases online – some think it costs more than offline buying which most are accustomed to. These are probably the three main questions that many potential online shoppers try to demystify. Online shopping is simply making purchases from stores on the Internet and having the purchases dropped/shipped to a location the customer specifies – it could be one’s house or the office. Unlike offline stores which are characterized by a location, online shops have a website that one can visit any time of the day to buy whatever they are looking forward to purchase. Online shoppers must have access to Internet via one’s phone or computer. It is Online shopping is a more convenient mode of shopping as a buyer can find whatever products he desires either by category or through the search bar then places his order – at his comfort. Thanks to the soaring sales of gadgets such as smartphones and tablets, which have equally continued to gain popularity, online retail shopping has witnessed growth. Another indicator is that Kenya is on a communication boom as more and more people are getting connected to the Internet while at the same time telecommunication companies continue to undertake extensive infrastructure projects to spread this trend among Kenyan citizens. Add all this to a fast growing economy and a rising middle class, you have the perfect recipe for online shopping. This growing consuming habit is largely fueled by mobile banking platforms that have cropped up from almost all Kenyan banks after the success of mobile payment platforms such as MPESA that have given many access to financial products. HOW TO BUY? Online shopping usually involves visiting the website of the specific store one wants to buy from. Like offline stores, online ones sell different products. There are general stores
INSIGHT RETAIL | ISSUE 07 | JULY - SEPTEMBER 2014
that sell different products and niche stores – focusing on a single product or one tiny segment of a market. Once a customer has visited the online store, he searches for what he is interested in buying by clicking on the different categories, using the search function and adding the purchases into one’s cart by clicking a ‘Buy Now’ or ‘Add to Cart’ link or button next to a product. Once everything a shopper needs is in the cart, he then proceeds to ‘My Cart page’ to view what is in it - usually by clicking a link that reads like ‘View my Cart or My Cart’. At this stage a shopper can also remove certain products from his cart, increase the quantity of a particular product for instance from a pair to two pairs of shoes. When one is satisfied, he proceeds to the checkout page by clicking the button or link that reads ‘Checkout, Proceed to Checkout or Checkout Now’. On the checkout page, a shopper will need to provide his personal details - name, address, mode of payment, shipment address (if the location he wants the goods to be shipped to is different from his current address), email address and phone number. When he is done, he clicks on the ‘Place order, or complete order’. The goods are then delivered or shipped once the order has been processed – usually when payment has been received. In an online store, digital products such as e-books, a shopper is provided a link to download the e-book once payment has been done - no shipment, no waiting for hours or days before you get your purchases. Payments are usually made via debit and credit cards, PayPal, M-PESA, Airtel Money, Yu Cash, Orange Money or transfer of cash to a bank account owned by the online store. For goods that require shipment, after completing the online process including the payment, a shopper should wait for some time before a delivery is made. Based on varied store policies, it is important to note that shipment attracts a little fee from online stores while some stores claim to offer free shipment for certain goods. Online Market Places and E-Commerce Online Market Places are websites that provide the link between the seller and the buyer of goods and services. Anyone who offers classifieds services for property, cars, jobs, general goods and services are grouped into this category. Examples of Online Market Places in Kenya include OLX.co.ke, Cheki.
co.ke, N-Soko.com, Brightermonday.com and Bidorbuy.co.ke. E-Commerce are retailers, wholesalers, or distributors who sell their own products or services directly to the consumers via the Internet - these are sellers whose shops are their websites. Examples of businesses in this category are Jumia.co.ke, Kalahari.co.ke and Konga.co.ke. Safe online shopping While the best thing about online shopping is the convenience. The worst thing about online transactions is the associated risk. Flimsy online deals are easy to detect. If a deal seems too good to be true, it probably is. Anything that seems suspicious - like an online retailer refusing to provide details on a particular product, or refusing to answer questions about billing and shipping - is a sign of a scam. A shopper’s best option is to work with a tried-and-tested online retailer. When it comes to online shopping, using a personal computer is the safest option. One can never trust public computers because when one fails to log out, the next user can access one’s private shopping pages. Online shoppers should also remember that credit card information is never to be saved online. Updating one’s Anti-Virus is vital as it protects the user from adware, spyware, and phishing, some of which can be used to steal your information or trick you into sending money to unknown recipients. Online shoppers should only access trusted websites. Some scammers make their websites look legitimate so simply looking at a page on the Internet will not be enough to keep you safe. Online shoppers can contact friends and colleagues who have used these services before and check to see if local online shops are properly registered according to their industry requirements. Have a strong password by using at least eight characters and a combination of numbers, letters and symbols to make it harder for fraudsters to crack it. Avoid use of any of the most common passwords. If someone is unable to guess one’s password, the shopping account will remain safe and secure. Online transactions need a few bits of information from you before the transaction is complete. If a site asks for what seems like too much data, then it is time to get suspicious.
THE FUTURE OF E-COMMERCE Dynamic technologies changing the way we shop and sell online
Over the past ten years, the E-commerce revolution has transformed the way people shop to the point where one does not even have to get dressed and make contact with another human to find a great deal. Although the amount of time and money spent online grows every year, the E-commerce experience has changed very little since its inception. In the beginning, E-commerce was touted as a “Jetsons-esque” online phenomenon that would transform the way people shop. In many ways it has lived up to that expectation, but still lacks many of the basic virtues embodied by the in-store shopping experience. For instance, if one shops regularly at his favorite boutique, chocolate, or fitness equipment store, it is likely that the employees or owner will get to know him.They will remember what one has purchased, become familiar with his particular taste or workout preference, and suggest items that may be of interest to.
Human elements that sell
Although many websites do remember one’s name (Hi…”insert username”, welcome back!), the last item purchased, or suggest additional items that one may want, the experience as a whole is still somewhat predictable, cold and calculated. Despite all the bells and whistles, most E-commerce websites are still not much more than electronic catalogs. Completely lacking is the human element; the element that sells to you, or convinces you to change your mind. There is no bargaining, there are no surprises, there is no “sweetening of the deal.” In this regard, E-commerce has been unable to provide the same experience that shoppers take delight in - or perhaps hate -- when making in-store purchases. Thanks to some innovative and dynamic web technologies, all this is due to change in the near future. Imagine visiting a favorite online store and stumbling across the Holy Grail of all gadgets, the “Awesomematic DELUXE.” This is something you have been dreaming about for the past three weeks, so you read all about it, examine every photo, and
experiment with every possible configuration. Then after twenty minutes of deliberation, you decide not to buy it, and return to your Facebook page for your bi-hourly status update and some vigorous “Liking!” The fact is had one been in an actual store talking to a live person, that individual may have been able to convince the buyer to make the purchase by sweetening the deal or lowering the price – transforming the gawking observer to the proud new owner of an “Awesomematic DELUXE.” But because this was being done online, a situation which would normally have been an easy sale has become instead, a missed opportunity for both the buyer and the merchant.
Websites will already “know” what customers are looking for, even before they browse. Sites will eventually become so honed to the personal taste of the individual that everywhere a person shops will be a next-generation experience, built just for them. As these technologies begin to enter the market over the coming year, online transactions - which already represent a significant portion of the US and world economy - will continue to grow in number.
Custom-Tailored, Dynamic Experience
The Internet has given way to countless breakthroughs in information sharing, business, networking, productivity, as well as time-wasting disguised as productivity and entertainment. On every front, it casts an everexpanding cloak of influence over global society. For the world of commerce, it has changed the game forever.
User-specific promotions are just one example of how the new, dynamic E-commerce experience will change the way people shop online. Retailers understand that a smaller profit is better than no profit, and that volume can make up for smaller margins. This is something that has been practiced by brick-and-mortar merchants for centuries, but has been largely absent from E-commerce. One is more likely to make a purchase when he feels like he is getting a deal. The ability to adjust pricing and make deals on the spot - without the need for human oversight -- can transform what would have been an impersonal online shopping experience into a rewarding and enticing opportunity.
As a result of websites such as Amazon and eBay, consumers now have access to every kind of product and service imaginable, yet this is only the tip of the iceberg. Over the coming months and years, new technologies will continue to revolutionize the consumer shopping experience and drive even more dollars into online sales. The day is not far off when the online shopping experience will surpass any service or offering that is available in a store. While this may sound like a bleak projection for brick-andmortar store owners, for online retailers it is nothing but sunshine and rainbows. And for those with both online and brick-and-mortar stores, double rainbows.
And herein lies the future of E-commerce: a custom-tailored experience that can remember one’s preferences, gauge one’s level of interest in a certain item, and make dynamic adjustments to the price and options -- all in order to make the sale, rather than miss an opportunity. By implementing advances in dynamic programming, combined with thoughtful design, E-commerce of the future will resemble a catalog less and less, and feel more and more like an in-store experience.
Emerging web technologies allow the retailer to interact with customers in much the same way as they would in a store. By becoming better acquainted with the customer and tailoring the experience to the shopper’s personal taste, retailers can present products of interest and avoid wasting time on things that hold no interest.
INSIGHT RETAIL | ISSUE 06 | JULY- SEPTEMBER 2014
IS YOUR ORGANISATION’S CLIMATE THEFT–FREE? BY: STEVE MACHARIA
etail security involves the protection of cash and assets against theft, however there is little consistency across studies in the identification of different types of theft and in the definition of employee theft. For instance, Hollinger and Clark (1983) define theft as “the unauthorized taking, control, or transfer of money and/or property of the formal work organization that is perpetrated by an employee during the course of occupational activity”. In their view employee theft may also include taking unauthorized long lunch breaks, misusing sick leave, using alcohol or drugs in the workplace, industrial espionage, releasing confidential information, taking kickbacks and embezzling money. Being a sensitive subject, business owners’ views are naturally enough shaped by previous experiences, biased media coverage and at times advice from parties with vested interests, these preconceptions can work against business owners when looking at ways of effectively reducing risk. There are a few factors that may lead to theft activities in an organization ranging from individual factors to the workplace factors where the organizational climate factor is derived. This factor tries to explain why specific organizations suffer high levels of theft, hence they are situation-specific and may result in a different set of strategies for understanding and controlling employee theft. As described by Kamp and Brooks (1991) and supported by Gibbs (1975), in the organization’s theft climate theory, the atmosphere created by an organization influences employees’ ability to deviate from its norms. This means that employee theft is likely to happen in an organization that does not make its anti-theft policies explicit or known to all levels of the organizational structures.
INSIGHT RETAIL | ISSUE 07 | JULY - SEPTEMBER 2014
Gibbs explains the deterrence process as follows;
the unauthorized taking, control, or transfer of money and/or property of the formal work organization that is perpetrated by an employee during the course of occupational activity
Perceived certainty: This is the risk of being discovered stealing, “Am I likely to be caught”? Here, questions – ‘Are there enough checks and balances in the organizations operations’ ought to be a pointer with regards to issues such as cash handling procedures, receiving and dispatch procedures, stores’, internal theft, return and refund policies as well as surveillance and intelligence levels. If not put in place, these are likely to deter theft by creating a hostile environment for thieves to have their way. Perceived severity: This applies to possible criminal justice punishment options with regards to whether the law of the land recognizes the action as a crime and what the organization’s recommends for legal action to that some of these crimes. The more severe the punishment makes committing crime less attractive. Visibility of punishment: Ensure that the employees are aware of all the possible crimes and their respective remedies/punishments’ in simple plain language. And consequently those found guilty would be punished in public. This helps create fear among potential thieves. It has been established that punishment is the best way of deterring theft while at the same time it has been argued that a larger number of employees will engage in theft if they see others engaging in it without apprehension or punishment. Therefore, an organization must display zero tolerate on theft to discourage employees from stealing.
Steve Macharia –Forensic psychologist, an investigator and founder of Anti-Pilferer International.
Report offers insight into Sub-Saharan Africa’s retail sector
market with the most potential for retailers. Having recovered from the 1994 genocide, Rwanda has an efficient government and strong macroeconomic indicators that reveal many opportunities for international retailers than can offer basic packaged goods.
The region’s GDP growth is now close to 6 percent, and seven Sub-Saharan African countries rank among the 10 fastest-growing economies in the world. A middle class is emerging, and increasingly wealthy consumers are embracing Western brands, products, and lifestyles.
Among the handful formal retailers, include Nakumatt and South Africa’s Mr Price. ARDI notes that store convenience plays an important role in Rwandan consumer purchasing decisions, as most prefer shopping at smaller stores closer to home, rather than travelling longer distances to modern outlets.
ith a population nearing 900 million people coupled with proliferation of mobile phones, the Internet, and an urbanizing rate of 3.61 percent; faster than any other region in the world; it is easy to see why many retailers consider Sub-Saharan Africa the “next big thing.”
According to the 2014 African Retail Development Index (ARDI) - Seizing Africa’s Retail Opportunities Sub-Saharan Africa is one of the fastest growing markets in the world. Ongoing positive development in a number of countries within this region has resulted in increased investment, while recent economic downturn has also highlighted the resilience of the diverse economies of Africa. Some of the key drivers of economic growth in the region include a fast growing population, rapid urbanization, an abundance of natural resources and government commitment to improving the living standards of people. Sub-Saharan Africa’s potential as a retail destination has attracted significant attention in recent years. Strong economic growth and changing perceptions about the continent have lured many foreign retailers, while African companies have also expanded regionally. On the other hand, traditional, “informal” retail options still dominate the landscape, even among the growing middle class. About 90 percent of commerce in Africa occurs at these informal retailers, including small independent stores, kiosks, and non-organized open-air markets. Formal retail such as malls, shopping centers, and other defined retail spaces remains in the nascent stages in most Sub-Saharan Africa countries, limited primarily to a handful of urban areas. However, the low rates of formal retail coupled with increasing urbanization and the relative stability of many African economies demonstrates massive room for growth. African retailers such as South Africa’s Shoprite, which operates in more than 16 African countries, and Kenya’s Nakumatt, has stores in neighboring Uganda, Rwanda, and Tanzania, have done most of the expansion, but global retailers are moving in. REGION’S TOP FIVE RETAIL MARKETS However, not each of Sub-Saharan Africa 48 countries holds equally good potential from a retail perspective. So which countries offer the greatest opportunities? While compiling ARDI, research company A.T. Kearney considered the current state of each country’s retail environment, as well as its future potential based on four elements: market size, market saturation, country risk and time pressure, and ranks the potential and urgency of moving into each country accordingly. Rwanda: Despite being a small country of about 12 million people, the research ranks it as the
Nigeria: As Africa’s largest population and second biggest economy coupled with increased urbanization, Nigeria clearly holds significant retail potential. However, the report indicates that the country is one of sub-Saharan Africa’s toughest markets to master for outsiders. “Regulations, land availability, distributor and supplier capabilities, and ease of imports are all roadblocks that will require time and effort to overcome,” notes the report. Namibia: Due to its relatively small population spread out over a massive area, Namibia is not often highlighted as a consumer hotspot. However, A.T. Kearney says the Southern African country’s relatively high income per capita (seventh highest in Africa) and efficient transport network makes it an attractive market. Retail in the capital Windhoek is dominated by South African firms such as Shoprite, Woolworths and Pick n Pay. Tanzania: The country’s vast scale - Africa’s 13th largest country by size and its location on the Indian Ocean coast make it an attractive market for international retailers seeking a regional base. While most purchases are made at small familyowned shops, the report notes that supermarkets are becoming more popular, especially for higher income Tanzanians and expatriates seeking variety and more sophisticated products. South African and Kenyan retailers such as Shoprite, Game, Woolworths and Nakumatt are all operating in the country. Gabon: Up to four percent of grocery retail in Gabon is currently done through modern outlets, presenting good growth opportunities. Last year French chain Carrefour, one of the biggest in the world, announced it plans to enter Gabon. The report cites that entering the Central African country of less than two million people is likely to be challenging as the market remains relatively early in development and the ease of import and supply and distribution capabilities remain low. Companies looking to establish a presence in Gabon will need to “move quickly”, noting that the country’s retail dynamics and demographics are rapidly evolving, and first movers will have an advantage.
BELOW THE 15TH SLOT Kenya: Placed as the 20th retail market, the SubSaharan Africa’s sixth largest population boasts of having the continent’s most prominent cities - Nairobi. Domestic retailers Nakumatt and Uchumi have also built strong brands locally and across the region. The country’s ranking is hampered by low scores in market size and time pressure (which measures how much of a long-term opportunity a market represents) and low growth rates for both GDP and sales per capita. Uganda: Despite being the seventh largest population in Sub-Saharan Africa, Uganda’s retail environment remains relatively small. Only 15 percent of the population lives in cities, retail sales per capita are low ($380) and the country’s business readiness scores are low. Despite the small market, the country is relatively stable, which makes it worth keeping an eye on from an international retail perspective. LARGE POPULATION AND FAST-GROWING ECONOMY Ranked 10th in the report, retailers are drawn to Ethiopia for its large population and fast-growing economy. Ethiopia has one of Africa’s fastest-growing economies, at 8 percent GDP growth per year, and the second largest population - roughly 88 million, behind Nigeria. Up to 85 percent of consumers live in rural areas and are hard for retailers to access. Price-sensitive Ethiopian consumers usually shop for groceries at small local kiosks called souks, where they buy small quantities (usually $15 or lower) several times per week. Ethiopian diets typically consist of commodities such as wheat, cereals, and local ingredients such as teff thus cereal shops play a crucial role in distributing cereals, which are purchased in bulk, to households. Consumption patterns are changing, however, as more urban and middle- class consumers seek packaged foods such as pasta. Product availability and, thus, price stability remain major challenges as a few local producers and exclusive branded distributors dominate the market. Modern distribution is gaining momentum in Addis Ababa, the capital and largest city, and also a frontier market for many retailers. Alle, Ethiopia’s first modern cash-and-carry, is currently building what it hopes will be best-in-class operations and is planning to open three stores in Addis Ababa by the end of 2014. At the same time, local players on the retail scene are introducing into Ethiopia new innovative store concepts brought in from outside. The city now has more than 40 supermarkets, 100 minimarkets, and 18,000 kiosks (most family-owned). In addition, global consumer goods makers have started investing in Ethiopia—such as Heineken’s $160 million in brewer investments—and regional private equity firms such as Schulze GI are actively investing and seeking investments in local companies. At the same time, no one is naïve about the challenges. Supply chains are underdeveloped and differ widely among countries, and how to develop a supply base in Africa remains an open question. Despite the urbanization, the population remains widely spread out across a vast region of thousands of cultures and languages where roads are often difficult to traverse. And poverty remains an issue in many places. Source: A.T. Kearney
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