Jumia Rwanda rebranding venture reap dividends

Jumia Rwanda, a leading e-commerce platform in East Africa, has seen tremendous success following its rebranding venture. Albert Munyabugingo, Managing Director of Jumia Rwanda, highlighted the impact of merging various sister companies into one unified brand. The consolidation aimed at creating a seamless customer experience across different regions and markets, which has resulted in increased customer acquisition from West Africa and Nigeria. Munyabugingo also discussed the rise of mobile app usage in Rwanda, with around 80% of users accessing Jumia's services through the app. This shift towards mobile apps has been facilitated by the successful internet penetration in the country, allowing for more efficient communication with customers. With a subscriber base of approximately 15,000 and thousands of deliveries executed weekly, Jumia Rwanda has experienced significant growth since the rebranding. The platform has witnessed a steady increase in orders, showcasing a growth rate of over 20% month over month. In terms of marketing strategies, Jumia Rwanda has adopted a multi-faceted approach, combining online and offline marketing efforts to reach a wider audience. The platform focuses on providing quality service to customers, ensuring timely deliveries and top-notch product quality to drive customer retention. One of the standout events for Jumia Rwanda was Black Friday, which saw a surge in new customer acquisition through attractive discounts and promotions. Despite the success of such events, the platform aims to maintain customer loyalty through exceptional service and product offerings. Looking ahead, Jumia Rwanda has ambitious plans for the future. The platform aims to enhance affordability by offering meals from various restaurants at competitive prices. Additionally, Jumia Rwanda has ventured into the online bar industry to provide a safe and convenient option for purchasing drinks during festive seasons. The platform also plans to introduce a ticket delivery service for events, further expanding its range of offerings. Overall, Jumia Rwanda's rebranding venture has proven to be a success, with a focus on customer satisfaction, innovative offerings, and strategic growth initiatives.