BrandArena: Can Jumia Edge Out Competition With New Campaign?

Tuesday 15 May 2018

Can Jumia Edge Out Competition With New Campaign?

Nigeria’s no. 1 online shopping platform, Jumia has unveiled a new campaign to position itself as the online platform with the cheapest merchandise in the country. Tagged ‘Last Price Campaign’, its objective is to offer customers the very best prices on over 1,000 iconic products across all categories on its platform.

The campaign kicked off yesterday (May 14th, 2018) nationwide with a promise: “if you buy it cheaper on other platforms, we will refund you 10 times the difference in price within the next 3 months.” The campaign is scheduled to end on May 25th, 2018.

“The objective of the campaign is simple: show our customers Jumia has the cheapest or best pricing compared to our competitors, both offline and online. And to drive this claim, we are offering the last price on over 1,000 items to our new and old customers between May 14th & 25th across all our product categories, such as fashion, electronics, home appliances, groceries, baby products etc. With this campaign, we want to reaffirm our claim as the only eCommerce platform that offers the best value and the last price on all products,” said Olamide Amosu, Head of Engagement, Jumia Nigeria.

“Similar to what happens in offline stores where buyers haggle over the price of products & services until they find a satisfactory price - usually called the last price - for the item, Jumia is therefore, giving its customers the opportunity to find the last price on all items on its platform”, Amosu added.

The Last Price campaign is a week-long sales event that guarantees shoppers cheaper products compared to both offline and online stores. Jumia offers free delivery via Jumia Express when customers shop a minimum basket size of N15,000 in Lagos. 

Customers can also win free gift vouchers via social media by guessing the last prices on products on Jumia. Follow @JumiaNigeria to join the conversation using the #CelebrateDgame in anticipation of celebrating Nigeria in russia next month.

However, the increasing competition in the ecommerce sector in Nigeria appears to be tougher with continuous proposition of different Unique Selling Points (USPs) - from swift dilevery service, price cut, promotions amoong other marketing strategies.

Having recently declared a lose at the end of its 2017 financial year, it remain to be seen how this campaign will boost Jumia sells in the next couple of months. 

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