Blog
Loyalty, promotions and the Kenyan shopper.
What a promotion actually teaches the people who enter it, and what it costs when most of them lose.
A lucky draw teaches 299,000 people that your brand doesn’t pay
Run a national draw and almost everyone who enters loses. That lesson is what your promotional budget bought, and they learned it from you.
20 September 20262 min read
The second purchase is the only one that matters
Trial is easy to buy and easy to lose. A promotion that only rewards the first pack has bought you a switcher who switches again next month.
18 September 20262 min read
Why WhatsApp beats an app for a Kenyan promotion
A shopper standing in a duka with a KES 20 reward will not install anything. That is where most promotions quietly die.
16 September 20262 min read
You have never asked your customer a question
A brand selling through distributors and dukas has no channel to the people who buy it. Not a weak one — none.
14 September 20262 min read
How serialised codes work, and why we never keep a list of them
A code on a pack is worth money, so three things could go wrong: someone guesses one, someone steals the list, or one gets used twice. Each has an answer.
12 September 20263 min read
Run it on 100,000 packs and see what comes back.
Start with one product. You set the reward and the budget, and whatever isn’t scanned comes back to you.