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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.

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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.

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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.

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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

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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.

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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

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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

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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

Court Adjourns Alleged Binance Tax Evasion Case over Settlement Talks

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Federal High Court in Abuja has adjourned the Federal Government’s alleged tax evasion case against Binance Holdings Ltd. cryptocurrency exchange, until September 24, 2026, to allow both parties more time to pursue an out-of-court settlement.

Court Adjourns Alleged Binance Tax Evasion Case over Settlement Talks

Justice Emeka Nwite fixed the new date on Thursday after Moses Ideho, counsel to the Federal Government,  informed the court that discussions aimed at resolving the dispute amicably were still ongoing.

Ideho, a deputy director of Legal and Prosecution at the Nigeria Revenue Service (formerly the Federal Inland Revenue Service), told the court that the matter, which had been scheduled for a report on settlement or continuation of trial, could not proceed.

According to him, one reason for the delay was the reported elevation of Justice Nwite to the Court of Appeal, while the second was the continued reconciliation efforts between the parties.

“The parties are still exploring settlement in the charge that led to this case,” Ideho told the court.

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Sunday Agaji, counsel to Binance,  did not oppose the application for adjournment, following which Justice Nwite postponed proceedings until September 24 for either a report on the settlement discussions or continuation of trial.

The case was previously adjourned on May 12 after both the Federal Government and Binance informed the court that negotiations were underway to settle the matter outside the courtroom.

Binance had first indicated its willingness to pursue an amicable resolution on March 24.

The cryptocurrency company was re-arraigned on July 12, 2024, on a four-count charge bordering on alleged tax evasion.

Ayodele Omotilewa, Nigerian representative,  pleaded not guilty on behalf of the company.

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The re-arraignment followed the removal of Binance executive Tigran Gambaryan and his colleague, Nadeem Anjarwalla, from the charge after the Federal Government amended the case to make Binance Holdings Ltd the sole defendant.

Justice Nwite had, on June 14, 2024, discharged and struck out the names of Gambaryan and Anjarwalla after the prosecution filed the amended charge.

Binance is also facing a separate criminal prosecution by the Economic and Financial Crimes Commission (EFCC), which accuses the company of laundering about $35.4m.

In addition, the Nigeria Revenue Service is pursuing a separate civil suit against Binance before another judge of the Federal High Court, seeking approximately $79.5bn in alleged economic losses linked to the company’s operations in Nigeria.

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Xenophobic Attacks: OYC Threatens to Picket MTN Nigeria Offices

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Oodua Youth Coalition (OYC), a Yoruba socio-cultural group, has issued a notice to stage peaceful picketing at MTN Nigeria offices nationwide.

Xenophobic Attacks: OYC Threatens to Picket MTN Nigeria Offices

This action stems from the company’s alleged failure to publicly condemn recent xenophobic attacks against Nigerians in South Africa.

This is coming despite statement by Karl Toriola, chief executive officer, MTN Nigeria, who recently said that MTN may have originated from South Africa, he explained, but MTN Nigeria is a Nigerian publicly quoted company, managed by Nigerians and with a Nigerian board.

However, in a statement jointly signed  Olatunji Adejuwon and Olaoye Abolaji,vice president and national secretary respectively of OYC,  described MTN Nigeria’s silence as unacceptable, given the company’s South African roots and the patronage it enjoys from Nigerians

The coalition said it would proceed with a peaceful protest if the telecommunications company continued to ignore its demands, stressing that the action was intended to draw attention to the need for corporate responsibility and moral leadership in condemning xenophobic attacks against fellow Africans.

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“Consequently, the Oodua Youth Coalition hereby gives notice that we shall, without hesitation, commence a peaceful picketing of MTN Nigeria’s offices if the company continues to ignore our legitimate demands.

“Our action is intended to draw attention to the need for corporate responsibility and moral leadership in condemning acts of xenophobia against fellow Africans,” the statement said.

The group renewed its call on MTN Nigeria to immediately convene a press conference, with representatives of the coalition in attendance, to unequivocally condemn the xenophobic attacks and reaffirm its commitment to the safety, dignity and unity of all Africans.

It maintained that the proposed protest would be peaceful, orderly and in accordance with the laws of the Federal Republic of Nigeria.

According to the coalition, relevant security agencies have been notified of the planned action, while appropriate communications have also been sent to the South African diplomatic mission in Nigeria.

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“We once again call on MTN Nigeria to immediately convene a press conference, with representatives of the Oodua Youth Coalition in attendance, to unequivocally condemn the xenophobic attacks and reaffirm its commitment to the safety, dignity and unity of all Africans.

“We emphasise that our proposed action shall remain peaceful, orderly and in accordance with the laws of the Federal Republic of Nigeria. Relevant security agencies have been duly notified, and appropriate communications have also been sent to the South African diplomatic mission in Nigeria.”

Reaffirming its commitment to defending the rights and dignity of Nigerians, the coalition vowed not to relent until its concerns received the desired attention.

“The Oodua Youth Coalition remains committed to defending the dignity of Nigerians and promoting African solidarity. We will not relent until our concerns receive the attention they deserve,” the statement added.

Responding to the controversy, Toriola further condemned all forms of xenophobia and violence against Africans living in South Africa, insisting that MTN Nigeria is a Nigerian company with substantial local ownership.

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“We unequivocally condemn any form of xenophobia, violence or attacks against any community in the world. We’re a Nigerian company, through and through. We’re listed on the stock exchange with over 201,000 retail investors, and 11 million people hold shares through their pension funds in MTN Nigeria.

“We provide the digital backbone of the economy, and we have a completely Nigerian entity.

“Yes, MTN was founded in South Africa, and the parent company that is the majority shareholder is South African. But let’s also look at it objectively. The shareholding of MTN Holding South Africa is only 50 per cent African.

“The remaining 50 per cent is from across the world — 27 per cent from the United States, with the rest from the United Kingdom, Europe, the Middle East and the Asia-Pacific region,” Toriola said.

 

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Are We Entering a Fully Digital Financial Economy?

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By Bidemi Oke

Every civilisation has been built on one invisible infrastructure. The Romans built roads. The Industrial Revolution built electricity. The Internet built information. The next economy may be built on something far less tangible.

                                                                       Trust

That sounds counterintuitive because we have spent centuries believing that money is the foundation of every economy. It isn’t. Money has never been the foundation; it has simply been the mechanism through which trust is exchanged. Every major financial innovation, from coins and paper notes to credit cards, online banking and blockchain, has been humanity’s attempt to solve the same problem: “how do we help strangers trust one another without ever meeting?”

Seen through that lens, today’s financial revolution looks very different.

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Most discussions about digital finance revolve around whether cash will disappear. We debate mobile wallets, central bank digital currencies, cryptocurrency, real-time payments and digital banking. Yet these conversations often mistake the visible change for the actual transformation.

The real shift is not that money is becoming digital. The real shift is that trust is becoming programmable. That single idea explains why the financial landscape is changing faster than many people realize.

For decades, finance has depended on institutions to create confidence. Banks verified identities, governments authenticated currencies, contracts relied on lawyers, payment networks validated transactions and every exchange involved an intermediary whose primary role was to reassure two parties that the system could be trusted.

Technology is quietly rewriting that arrangement

Today, identities can be verified digitally. Transactions can be authenticated within seconds, smart contracts can execute agreements automatically once predefined conditions are met, and artificial intelligence can detect suspicious activity before humans notice it. Increasingly, confidence is being built into the infrastructure itself rather than added afterwards.

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This is why I believe we need a new way to think about the evolution of finance, not as a journey from cash to digital payments, but as “three generations of financial trust”.

The first generation was Physical Trust. Trust was tied to tangible assets like gold, paper currency, handwritten signatures and face-to-face interactions. Confidence came from what people could physically see and hold.

The second generation was Institutional Trust. As economies expanded, institutions became the guarantors of financial confidence. Banks, regulators, payment networks and financial intermediaries enabled transactions at a scale impossible through personal relationships alone. Trust shifted from physical objects to established organisations.

We are now entering the third generation: Programmable Trust.

Here, trust is embedded directly into technology. Verification happens automatically. Payments settle in real time, financial services become integrated into everyday experiences instead of existing as separate destinations. Increasingly, people interact with trusted systems rather than trusted institutions alone. That distinction is more profound than it first appears.

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Many organisations still measure digital transformation by counting how many services have moved online, but digitising an existing process is not the same as redesigning how trust flows through an economy. Converting paperwork into an application does not automatically create a digital financial ecosystem.

This explains why some economies process millions of digital transactions every day yet continue to face friction, inefficiency and limited financial inclusion. The missing ingredient is rarely another payment platform. More often, it is interoperable infrastructure, trusted digital identity, consistent regulation and systems capable of working together seamlessly.

In other words, the future of finance will not be determined by who builds the fastest application. It will be determined by who builds the most trusted ecosystem.

This has significant implications for Africa. The continent has rightly earned global recognition for accelerating digital financial adoption. Yet the next opportunity extends beyond increasing transaction volumes. The greater challenge is designing financial infrastructure where payments, identity, data, compliance and commerce interact intelligently rather than operating in isolation.

That is where long-term competitive advantage will emerge. Perhaps the greatest irony of all is that the more advanced finance becomes, the less visible it will appear.

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People rarely think about the internet protocols that power a video call or the cloud infrastructure supporting an online purchase. Likewise, future generations may hardly think about payment rails, settlement networks or blockchain architecture. Financial experiences will simply happen securely, instantly and almost invisibly.

History suggests that successful technologies eventually disappear from our attention not because they become less important, but because they become so reliable that we stop noticing them altogether.

So, are we entering a fully digital financial economy? Perhaps that is no longer the right question.

A more useful question is whether we are entering an economy where trust itself becomes digital infrastructure because if that is true, then the organisations shaping the future of finance are not merely moving money more efficiently.

They are redesigning how entire economies create confidence at scale and that may prove to be the most valuable innovation of all.

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Bidemi Oke is the Chief Executive Officer of FlashChange, a fintech platform focused on secure digital asset exchange. He is an entrepreneur and vibrant leader, recognized for driving innovation and redefining access in the financial technology industry.

 

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