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How Discount Solutions Can Drive Customer Loyalty in Africa

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In Africa’s economically diverse and highly competitive market, building customer loyalty has never been more important for businesses. The continent’s consumers are highly price-sensitive, driven by the need to get a bargain or good deal on purchases. Indeed, research on consumer behaviour indicates that affordability and value for money are top considerations for many Africans when making purchasing decisions.

For businesses seeking to stand out and thrive, discount solutions such as those offered by SeerBit provide a powerful way to attract and retain customers. These strategies not only build trust but also inspire repeat patronage, turning casual buyers into lifelong advocates.

Discounts also tap into cultural values and purchasing behaviours that vary across regions, ensuring that businesses connect deeply with their target audiences.

Importance of Discounts in African Markets

Economic factors play a critical role in the effectiveness of discounts. With much of Africa’s population operating on tight budgets, discounts act as a motivating factor that makes goods and services more accessible. For example, a promotional discount can help a consumer purchase essential household items without financial strain. Beyond economic incentives, discounts also tap into emotional triggers that foster brand loyalty. When customers feel they are getting a good deal, they are more likely to associate positive emotions with the brand, enhancing long-term relationships.

Moreover, discounts provide businesses with a competitive advantage in saturated markets. By strategically offering discounts, companies can differentiate themselves from competitors, encouraging customers to choose their products or services over others. This advantage is particularly crucial in sectors like retail and e-commerce where customer retention is key to growth and sustainability.

Popular Discounts Models for African Consumers

Different discount models resonate with African consumers, depending on their needs and cultural contexts.

Loyalty-based discounts: Loyalty-based discounts rewards repeat customers with exclusive deals, encouraging them to continue patronising the business. For instance, a business offering a discount after a specific number or value of purchases not only builds customer trust, but also boosts sales through consistent engagement. This strategy appeals to customers who value recognition for their loyalty.

Seasonal promotions: Seasonal promotions linked to cultural and local events are another effective strategy. For instance, during festive seasons like Ramadan, Christmas, Valentine’s Day, etc., businesses can provide discounts on relevant products, creating an emotional connection with customers while driving sales.

Referral discounts: These are equally impactful, as they leverage word-of-mouth marketing by rewarding existing customers for introducing new ones. This type of discount encourages social proof and expands the business’s customer base organically.

Flexible payment options: When tied to discounts, these are especially powerful in Africa, where digital wallet adoption is growing rapidly. Discounts that incentivise customers to use mobile money or other digital payment methods promote financial inclusion while simplifying transactions. For example, offering a small discount for payments made via platforms like M-Pesa encourages faster adoption of these tools, while enhancing customer satisfaction.

The Role of Technology in Delivering Discounts

Technology is revolutionising how discounts are designed and delivered. Mobile payment systems allow businesses to integrate discounts seamlessly into their platforms. Customers receive instant cashback or discounts at checkout, enhancing convenience and satisfaction.

AI-powered personalisation further elevates the experience by tailoring offers to individual preferences. By analysing customer behaviour, AI algorithms suggest discounts on products that customers are more likely to purchase, increasing conversion rates. This level of personalisation fosters a sense of exclusivity, encouraging customers to return.

Data analytics also plays a crucial role in optimising discount strategies. Businesses can track customer responses to various discount campaigns, identifying what works and what doesn’t. This data-driven approach ensures resources are allocated efficiently, maximising ROI. Companies like SeerBit have built platforms that support instant cashback and reward programs, simplifying the management of discount campaigns for businesses across industries.

Real-World Success Stories

Across Africa, businesses are witnessing tangible benefits from well-implemented discount programs. Jumia Black Friday sales is an example of a successfully implemented discount program. For example, in 2021, Jumia’s Black Friday revenue increased by 30% to $150 million, and it has continued to experience a year-on-year increase. TEMU is also a recent and very good example of a brand that has leveraged discount offerings to drive customer adoption and repeat patronage.

Common Challenges and Solutions

While discounts are highly effective, there are a few challenges that some businesses still have to navigate

Over-discounting: Over-discounting is capable of eroding the profit margins of business. To avoid this, companies should align discounts with broader business goals, offering them strategically rather than indiscriminately.

Fraud: This is a present concern with digital transactions. Secure payment gateways, such as those offered by SeerBit, help mitigate these risks by verifying transactions and ensuring transparency.

Transparency: This is essential for maintaining customer trust. Clear communication about terms and conditions prevents misunderstandings, ensuring customers fully understand the value of the discounts offered. Businesses that prioritise transparency in their discount programs are more likely to build loyal customer bases.

Best Practices for Implementing Discounts

Successful discount programs are built on strategic planning and execution.

Align discount strategies with business goals: This can be to drive sales, enhance customer retention, or increase market share.

Use clear messaging: Discounts should be communicated through engaging campaigns on social media, email and other marketing channels. For instance, using visually appealing graphics and videos of winners can make discount promotions more attractive and authentic.

Promote discounts effectively through social media, email campaigns and partnerships.

Monitor and measure the ROI of discount initiatives. By analysing metrics such as redemption rates and customer feedback, businesses can refine their strategies to achieve better results.

Why Discount Solutions Represent Game-Changer for Businesses

Discount solutions play a critical role in the successful implementation of discount programs. They enable businesses to automate processes like instant cashback and reward allocation, reducing the administrative burden and enhancing customer experience.

SeerBit’s secure and user-friendly discount solution is designed to support innovative discount initiatives tailored to African markets, empowering businesses to deliver value seamlessly. The SeerBit Discount Feature enables businesses to configure and apply discounts based on their unique requirements to suit various product/service types.

With businesses often struggling to implement and manage discounts effectively, leading to missed sales opportunities and customer dissatisfaction, the SeerBit Discount Feature addresses this challenge by providing a user-friendly solution that streamlines the discount configuration process, enabling businesses to attract customers, boost sales and enhance customer satisfaction.

The SeerBit Discount Feature is ideal for businesses of all sizes across various industries, including retail, e-commerce, hospitality and more.

How it Works

With the SeerBit Discount Feature, businesses can access and set up discounts using card BIN with options to specify single or multiple card BINs. Alternatively,  discounts can be set up based on payment methods. In addition, the SeerBit Discount Feature allows businesses to decide how the discount is applied. This could be via flat amounts or as a percentage on their prices, thereby encouraging flexibility and convenience.

Users can also define the period for the discount, including start and end dates. This feature allows businesses to schedule discounts in the future or deactivate upcoming discounts

Discount solutions are a proven strategy for driving customer loyalty in Africa. By leveraging technology, understanding market dynamics and adopting best practices, businesses can create meaningful connections with their customers. As competition intensifies, staying ahead requires not just offering discounts but delivering them strategically.

 

 


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

General News

EFCC to Use Space Technology to Boost Asset Tracking, Investigations

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Economic and Financial Crimes Commission (EFCC) has partnered with the National Space Research and Development Agency (NASRDA) to deploy advanced space and geospatial technologies in investigations and asset management.

EFCC to Use Space Technology to Boost Asset Tracking, Investigations

Ola Olukoyede, executive chairman of the EFCC,

The move is expected to deepen transparency, strengthen asset recovery and curb economic sabotage according to a statement by Dele Oyewale, head, Media and Publicity, EFCC.

He said that the partnership was formalised through the signing of a Memorandum of Understanding (MoU) on Thursday in Abuja

The agreement is aimed at strengthening inter-agency collaboration, particularly in the areas of investigations, asset tracking and fraud risk assessment, marking a new phase of cooperation between the anti-graft agency and Nigeria’s space research and regulatory authority.

Speaking at the signing ceremony, Ola Olukoyede, executive chairman of the EFCC, described the agreement as a practical demonstration of the power of collaboration among government agencies.

He noted that closer cooperation would make it easier for institutions to effectively deliver on their statutory mandates.

According to Olukoyede, the MoU clearly defines the responsibilities of both agencies and establishes a framework for sustained cooperation.

He disclosed that a special monitoring and implementation team would be constituted to ensure the effective operationalisation of the agreement and to periodically review its impact.

“We will put a team together that will monitor the operationalisation of this MoU and also review the effectiveness of the platform from time to time.

“When agencies work together in the spirit of collaboration, it not only enhances efficiency but also encourages other ministries, departments and agencies to explore similar partnerships in the overall interest of national development”, he said.

Explaining the specifics of the partnership, the EFCC chairman said NASRDA would provide advanced technological tools to boost the Commission’s investigative capacity and asset tracking, while the EFCC would deploy its expertise to support the agency in fraud risk assessment.

“We will support you in the area of fraud risk assessment, and you will support us in promoting our investigative capacity.

“Where our eyes cannot get to, with the aid of your technology, we will be able to get there”, Olukoyede said.

He noted that the collaboration would be particularly beneficial to investigations into illegal mining activities, which have been linked to economic sabotage and rising insecurity in parts of the country.

“With the technology you are going to support us with, we will be able to identify some of these areas,” he added.

Olukoyede further expressed optimism that the partnership would significantly enhance the EFCC’s asset management processes, stressing that asset recovery remains one of the core pillars of the Commission’s mandate.

He explained that recovered assets are scattered across the country and exist under different legal statuses, including interim and final forfeiture.

“In some of these places, we may not have enough personnel to physically secure the assets. But with your support, we will be able to deploy geospatial technology and asset tagging devices to monitor both movable and immovable assets in a transparent and accountable manner”, he said

In his remarks, Matthew Adepoju, director-general and chief executive officer of NASRDA, welcomed the partnership, describing the MoU as a major milestone in the pursuit of justice and regulatory compliance within Nigeria’s space ecosystem.

Adepoju stressed that space-related activities are strictly regulated in developed economies and should be treated with similar seriousness in Nigeria, particularly in view of the potential misuse of satellite assets.

“You cannot go anywhere in Europe, continental America or the Far East and be doing business in the space ecosystem without the country ensuring that you are doing the right thing.

“We know for a fact that some satellite assets are being used negatively in driving insecurity in the country”, he said.

He also raised concerns over the use of satellite-mapped data on Nigeria’s natural resources to aid illegal activities, especially illegal mining, which he identified as one of the drivers of insecurity.

 


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DalaHill, BoA Partner on $100,000 ACF Climate Finance Initiative

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DalaHill Law Practice and the Bank of Agriculture (BoA) have signed a Mutual Accountability Framework (MAF), marking a milestone in the launch of a climate finance initiative funded by the African Climate Foundation (ACF) and valued at US$100,000.

According to a statement by the firm, the signing took place during a kickoff ceremony at the BoA headquarters in Abuja and formalised the roles, responsibilities and shared commitments of both institutions in delivering the project. The framework was signed by Ayo Sotinrin, BoA Managing Director, and Mohammed Hamza, Managing Associate at DalaHill.

The ACF-funded initiative is designed to support BoA’s institutional transition towards climate-aligned agricultural finance. Central to the programme is the establishment of a Clean Energy Delivery and Innovation Unit (CEDIU), a dedicated function that will integrate climate risk considerations, environmental data and sustainability principles into the bank’s strategy, operations and investment decision-making.

Under the initiative, BoA will also be supported to develop Clean Energy Access Systems and Climate Finance Development Frameworks, alongside a pipeline of bankable, climate-aligned agricultural projects.

These projects are expected to attract domestic and international capital into the sector, contributing to efforts to bridge Nigeria’s estimated $247.3 billion financing gap for its green energy transition.

Speaking on behalf of DalaHill, Mohammed Hamza described the initiative as a pivotal intervention in Nigeria’s agricultural and climate finance landscape. He said the firm is acting as a trusted adviser, working with institutions to deliver catalytic and transformative solutions.

According to him, DalaHill is deploying a multidisciplinary technical team to support BoA’s transition into a climate-aligned institution capable of attracting finance for scalable, investment-ready agricultural projects.

He highlighted the strategic importance of the project, noting that while ACF has traditionally focused on renewable energy, climate alignment within the agricultural sector is critical to driving Nigeria’s broader energy transition. He added that the initiative represents ACF’s first climate finance grant promoting agriculture in Nigeria.

In his remarks, Sotinrin expressed appreciation to the project partners and acknowledged longstanding gaps within Nigeria’s agricultural finance ecosystem. He reaffirmed BoA’s commitment to driving systemic change by attracting climate-aligned expertise, strategic funding and increased national and international attention to the sector.

Sotinrin also noted that the initiative aligns with the Federal Government’s climate and sustainability agenda, referencing Nigeria’s participation at an ongoing global climate sustainability conference in Abu Dhabi.

He further highlighted strong government backing for BoA’s transformation, including presidential approval in October 2024 of a US$1 billion recapitalisation plan aimed at strengthening the bank’s capacity to support national development.

DalaHill Law Practice is a full-service commercial law firm headquartered in Abuja, with a strong track record in advising on economically catalytic projects across sectors including energy, infrastructure, finance, trade and emerging markets.

The firm is known for structuring complex transactions, managing regulatory risk and supporting projects that promote sustainable growth and long-term economic impact in Nigeria and beyond.


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How to Stay Safe Online During Sales Periods

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Kaspersky’s new global research reveals that 65% of online shoppers believe they can detect fraud on their own, while only 42% actually use security software to protect their payments and block malicious links.

Experts consider this a major risk for online buyers. Over the past year Kaspersky identified nearly 6.7 million phishing attacks globally impersonating online stores, payment systems, and banks, with 55.6% targeting online shoppers.

As the post-holiday and summer sales season kicks off, Kaspersky conducted a survey to examine consumer cybersecurity practices employed during online shopping. The findings show that 97% of respondents demonstrate a substantial level of awareness of online security risks and implement at least some measures to safeguard their digital transactions.

However, the survey found that fewer than half the participants use dedicated security software to block phishing attempts and protect payment transactions. This concerning trend is particularly pronounced among the 55+ year old generation, with only 32% of respondents in this age group actually using security software when making online purchases.

The most commonly adopted security protocols include being vigilant about potential warning signs, such as suspicious hyperlinks or unusual website design (65%) and verifying seller authenticity (62%).

Kaspersky experts emphasise that while these practices are essential protective measures for online shopping, they constitute only foundational protection strategies rather than the comprehensive fraud prevention provided by a security solution.

Other steps that could protect online shoppers, like using a separate credit card for digital purchases or using a separate email address to register with unfamiliar online shops, were chosen by 33% and 26% of survey participants, respectively.

Meanwhile, 30% claimed to consult with friends and relatives before making a purchase. Interestingly, this option is highly popular among the younger generation, with 37% opting for it, while it is less common among older people (21%).

“Throughout the year, we’ve observed that online shoppers have consistently been one of the most desirable targets for scammers. During sales periods, their scams can become even more pervasive. Staying vigilant is crucial, but protecting yourself requires more than just awareness.

It is particularly concerning how scammers are now using AI to craft more sophisticated, targeted phishing attempts that are increasingly difficult for regular users to recognise,” comments Olga Altukhova, Senior Web Content Analyst at Kaspersky.

Sales seasons are peak times for scammers. To protect yourself against emerging threats, implement the following security practices:

– Don’t save your full credit card details on websites unless absolutely necessary.

– Consider using a separate debit card specifically for online purchases and set up transaction alerts on your bank and credit card accounts.

– Be extra cautious of “flash sales” that seem too good to be true. Watch out for websites that pressure you into making quick decisions, and be wary of sellers who refuse returns or exchanges.

–  Use different passwords for each online account and enable two-factor authentication wherever possible.

– Apply a security solution with a strong anti-phishing component. For instance, Kaspersky Premium received the annual ‘Approved’ certification from the leading testing lab AV-Comparatives in 2025 for detecting 93% of phishing URLs, demonstrating outstanding anti-phishing capabilities, powered by AI technology.

– Scammers constantly evolve their methods, so staying informed about new phishing techniques can help you recognise and avoid them. The Kaspersky Security blog will help you keep your finger on the pulse of emerging cyberthreats.

The study was conducted by Kaspersky’s market research center in November 2025. A total of 3000 respondents from 15 countries (Argentina, Chile, China, Germany, India, Indonesia, Italy, Malaysia, Mexico, Saudi Arabia, South Africa, Spain, Turkey, the United Kingdom, and the United Arab Emirates) took part in the survey.


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