CITYDIA NIGERIA

CITYDIA NIGERIA

Establishing a modernised open market

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Price Proximity and

Encouraged by the future, Citydia Nigeria is a major driving force in the expansion of the neighbourhood supermarket industry in Africa Writer: Phoebe Calver | Project Manager: Joshua Mann

irst Master Retailers and accelerating the transformation (FMR) is a Company from open markets to modernised borne out of in-depth markets.” insight into the market A core focus is placed on creating of modern trade; exactly the same feel in every store, addressing a grossly underserved from those in the well-to-do areas, Nigerian market consisting of only six to those in the less affluent areas; percent of consumption passing in every aspect from the look and through a modern trade environment. cleanliness to the customer service With such an abundance of and standards. opportunity available in the market Aganbi explains: “If you were to go for a Company to tap into, FMR which into any one of our stores and close holds the master franchise rights for your eyes, you would feel very much DIA and its Nigerian brand Citydia, inside of the DNA of a Citydia Nigera made the decision to search for a store.” global partner with the technical In establishing high standards once, credentials and expertise to support it is able to roll-out that benchmark its exciting enterprise; a partner which to be enforced in all Citydia stores, they found in Dia Global. including human relations, “Our Company technology and the local philosophy is quite feel of the store with its simple, we focus high quality and fairly on price and priced products. It proximity,” is the dedication explains to consistently Valentine Aganbi, replicating itself Managing in the market Director and combined with Chief Executive a progressive Officer at Citydia approach to Valentine Aganbi, Managing Nigeria. “We competition which Director and Chief Executive Officer at Citydia Nigeria believe this is pivotal sets the Company to unlocking the market apart in the industry.

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Citydia aims to touch base with every need in the market

“The idea of competition is very exciting to me, in fact it is music to my ears; there is no amount of money that my shareholders could provide to invest in the market which would enable the transformation we desire, so we need more players not less,” adds Aganbi. “Down the road we will worry about market share, for now it is growing and we want to grow faster, competitors can come along for the exciting ride.”

Innovative processes

There are two main sections to the product range, Dia own brand produce and the other national brands which are already well established.

“We have had varying levels of success when introducing Dia own brands into the market, which is to be expected with the need for adaptation time,” Aganbi continues.

“We also provide the main brands, the Nestles and Unilever’s of the world; people that

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come to the store must be able to find what they know, therefore we make sure that we have that covered to touch base with every need in the market.”

When comparing Citydia to its hypermarket competitors, this is a vital component which sets it apart. Inside of a 400 square metre space it is able to contain an excellent mixture which will tend to the neighbourhood needs.

“The most important thing is that we continue to bring in innovations, including those from local vendors that can provide exciting products which are already well known in the open markets. Some of these products can often prompt a nostalgic response as customers experienced them growing up, now we can bring them back to the market in excellent modern packaging,” affirms Aganbi.

Compounding its innovative processes, the Company encourages the development of young entrepreneurs to sell and grow within the safety net of

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Customers are at the forefront of the Company focus

Citydia’s support system. This enables them to upgrade standards in respect to the expectations of the global market, which remains invaluable.

“We are very aware that it is critical to the competitiveness of our brand offerings and pricing that we have a solid value chain. Not only should it be import based but also established and expanding in the local Nigerian markets,” Aganbi states.

Transforming the market

The success Citydia Nigeria has experienced through its solid business model has re-affirmed investor’s belief in the Company, supplying even more money for the stores.

“We’ve invested several millions of dollars in the venture and the board has approved more to continue,” Aganbi says. “With this we have

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been able to gain world-class furniture in the stores, world-class equipment and refrigeration equipment, and top technology for our headquarters where we have the latest servers and systems to ensure that we are really building a successful network for the future.”

Not only does the Company focus on providing a high-class physical space and selection of produce, it also places a high precedent on its delivery between the warehouse, cold truck and store. Multi-temperature trucks are crucial for the supply chain, maintaining a standing level of freeze which is second to none in the industry.

“Shoppers tell me the reason they come back is the quality of the frozen products,” Aganbi adds. For example, ice cream, you can taste that it hasn’t

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People have thanked and prayed for us, they thought that in launching the store it was a true recognition of their humanity and dignity

Citydia maintains consistently high standards

melted in transit and then refrozen,” he adds. “We don’t compromise if we see that there has been a break in the value chain. Anything that has been compromised we will pull out until we are confident there is no breach in quality. It is important to enforce standards to shoppers, vendors and investors so they know what we value as a Company.”

There is a consistency in the approach of Citydia, and high standards are found throughout every aspect of the business; proving its long-term dedication to transforming the market.

Citydia prides itself as a neighbourhood store

numerous areas where the majority of people will never have seen a supermarket.

Socially responsible and profit “People have thanked and prayed minded for us, they thought that in launching Citydia prides itself on upholding the store it was a true recognition every responsibility that comes with of their humanity and dignity. We the title of a neighbourhood store, aren’t doing these things because of embarking on several initiatives where corporate social responsibility, it’s vital it provides food and monetary support to remember that you can be socially to orphanages; also providing support responsible while remaining profit to vendors to better themselves. minded,” Aganbi interjects. “These It is important that the residents people may not earn great sums of in the neighbourhood understand money as individuals, but as a group exactly what retail is about as there are and force they do have the spending

power to make Citydia a success.”

With the customers remaining at the forefront of the Company focus, it has been important to stop them having to make the trek out of their neighbourhood, making Citydia’s local emphasis all the more significant.

Essentially, the Company holds the values which state that no town is more important than another and it will continue to roll out these stores to the neighbourhoods.

“I believe that over time we will be able to measure the impact of the Company in preventing illness and reducing absentees in students and parents,” Aganbi states.“We think of our business not just in profit, but to be socially responsible in everything that we do, make a profit while doing good, and remembering that if the profit requires you doing anything but good then it’s not worth it.”

In the difficult times that Nigeria has faced, many professionals and businesses could be discouraged from entering the market, however, it is important to remember that the fundamentals are there. People will always need bread, clothing and water, pasta and rice and therefore the primary business drivers are re-building confidence.

“I would say the best is yet to come.

We are still encouraged by the future and pressing ahead with our exciting plans; there may be challenges in the short-term but I am standing firm with our ambitions and we are going for it,” concludes Aganbi.

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Citydia Supermarket Nigeria 9 Otunba Adedoyin Ogungbe Street Lagos, Nigeria T: +234 908 777 7776 | E: info@citydianigeria.com

www.citydianigeria.com

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