Jumia expands its services in Kenya
A leading e-commerce platform, Jumia has opened up its online platform to brands and corporate organizations for advertising, following the launch of its Jumia Advertising Services (JAS).
The company's Chief Executive Officer (CEO) Sam Chappatte said JAS was a response to their customers’ preference for targeted advertising, which is target oriented and easy to measure in terms of returns on investment (ROI).
"Twenty per cent of active internet users in Kenya are on Jumia each month. We know our customers well - what they shop, how much they spend, etc - and can use this to present relevant adverts to them. This can enable our customers to discover relevant products and services, and will become a powerful digital marketing channel for advertisers," Chappatte said.
Chappatte further emphasized that their messages will reach highly targeted segments, right at the moment of purchase.
“For instance, DSTV ads will be presented to people who are buying new TVs, or when selling beer, key messages can be shown to customers who are looking at a competitor's products,” he said.
“We are launching Advertising in response to significant demand from agencies and brands. For effective digital marketing campaigns, you need data. This is what is special about our solution - and why leading brands that have been piloting with us over the last months are coming back for more,” he said.
With operations across 11 countries in Africa, Jumia plans to target users geographically and segment them based on their shopping behaviour at the most granular level.
Chappatte said the launch of JAS is part of the company’s 2020 Strategy to increase the monetisation of their platform.
He said Jumia will open up their extensive logistics network to third parties for deliveries of packages, even those not sold on Jumia.