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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

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Firm Gives Advice on How to Stay Secure as AI, robots and VR are Redefining Family Life

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Over the past 10 years, families have experienced shifts in structure and a perceived increase in fragmented interactions at home, largely driven by the pervasive use of technology and changing social norms. What does the next decade hold in store?

According to a global survey* by Kaspersky’s market research center, an overwhelming 81% of people believe digitalisation will fundamentally alter families’ joint pastimes within the next decade. This shift points to a future where bonding is mediated by advanced technology, creating new rituals and challenges in equal measure.

Screen time is family time, but it has its risks

Nearly half (48%) of all respondents envision AI-powered bedtime stories becoming a norm, a figure that rises to 53% among 18–34-year-olds. Today, apps and smart devices offer AI-narrated tales with customisable characters and plot twists.

For the busy parent, it presents a novel aid, for the child, an endlessly patient, interactive storyteller.

Meanwhile, with 31% of families anticipating children opting for digital pets over real ones, it seems that ‘man’s best friend’ just got its first update.

It should be noted, however, that while AI has the potential to enrich a child’s life, it necessitates vigilance. When children interact with AI, for stories or learning, parents must be proactive.

Select services with strong privacy policies that do not unnecessarily store or misuse a child’s data or voice interactions and further enhance control with digital parenting assistants like Kaspersky Safe Kids to restrict content and balance screen time.

Parents would be well placed to treat AI interactions as a new digital playground where they can use parental controls to limit session duration, choose vetted, age-appropriate AI story platforms, and most importantly, maintain an open dialogue about what these stories are and how they are created. Explain to children that an AI is a tool, not a friend, and encourage them to report any strange or uncomfortable interactions, just as they would in the physical world.

The key is to ensure AI complements human interaction, not replaces the comfort of a parent’s voice.

Blowing out the digital candles

Another 43% predict family celebrations migrating to video call formats as a standard, not an exception, a trend accelerated by recent global events but now seen as a permanent fixture for dispersed families.

Meanwhile a daring 26% can imagine taking family vacations entirely in virtual reality. This sounds like the stuff of science fiction, but then 10 years ago, the type of generative AI being used today was not widely anticipated.

This fragmented outlook highlights that the future of family digital activity will not arrive as a uniform wave, but as a series of adoptions shaped by cultural openness and digital infrastructure. For security leaders like Kaspersky, this evolving landscape presents new vectors for risk within the most intimate of spaces, the smart home.

Preparing the digital home for tomorrow’s family

43% of all respondents foresee home robots as family members. Moving beyond voice-activated personal assistants or autonomous vacuum cleaners, these would be embodied AI companions capable of tutoring, playing games, or providing companionship.

In the eyes of hackers, however, every new device, from a VR headset to a robot nanny, is a potential entry point. To keep things secure, change default passwords immediately, ensure all device firmware is regularly updated, and segment your home network.

Use Kaspersky Premium with a Smart Home Monitor which scans users’ home Wi-Fi network 24/7, and shows a list of devices connected to it, including such details as device type, OS and IP address, and alerts when a new or unknown device connects.

As robots, AI, and VR devices become part of the family circle, security must be foundational, not an afterthought.

“The accelerating pace of technology is not fragmenting the family but redefining its shared spaces. The future, as seen by the global majority, is one where digital and physical experiences blend to create new forms of togetherness, from a grandparent joining a birthday party via hologram to a child caring for a digital pet with a sibling across the globe.

“The challenge and opportunity lie in building secure digital environments with intention, ensuring they are safe, respectful, and ultimately, tools that bring us closer,” comments Seifallah Jedidi, Head of Consumer Channel for META at Kaspersky.


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Corporate Comms in the Age of Crypto: Why Nigeria’s Digital Finance Future Depends on Trust

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By John Kokome

By the time you finish reading this article, the price of Bitcoin may have changed twice. That is the nature of cryptocurrency, fast, volatile, and borderless. Yet beyond price charts and trading apps lies a less discussed but critical pillar of Nigeria’s digital finance revolution: corporate communications. In the age of crypto, communication is no longer a support function. It is infrastructure.

Nigeria is one of the world’s fastest-growing crypto markets. Chainalysis ranked the country second globally in cryptocurrency adoption in 2023, driven largely by everyday retail users rather than institutions.

Between July 2023 and June 2024 alone, Nigerians received an estimated $59 billion in cryptocurrency value, the highest in Sub-Saharan Africa. Yet public perception remains sharply divided, crypto is seen as opportunity by some and risk or outright scam by others.

In such an environment, how crypto companies communicate can determine whether they earn trust, attract scrutiny, or lose credibility entirely.

The Complexity Challenge

Blockchain, decentralised finance, wallets, custody, smart contracts etc., are not everyday concepts for most Nigerians. Yet millions are expected to trust these systems with their savings, businesses, and livelihoods.

Corporate communications must therefore evolve from promotion to translation. Crypto companies must become educators, simplifying complex ideas without downplaying risks.

Hype must give way to clarity; speculation must yield to responsibility.

Some homegrown platforms, including FlashChange and other emerging African crypto brands, have begun prioritising financial literacy and user education. That shift is encouraging, but it must become the industry norm, not the exception.

Trust as a Strategic Asset

Trust in financial institutions is fragile globally, but particularly so in emerging markets where currency devaluation and policy uncertainty are familiar experiences. Crypto gained traction in Nigeria partly because people sought alternatives.

Still, crypto companies cannot assume automatic trust. In traditional banking, trust has been built over decades. In crypto, trust is built in real time, on social media, customer support channels, and community forums.

A single outage, security breach, or regulatory misunderstanding can escalate into a reputational crisis. Silence is read as guilt. Ambiguity feels deceptive. Delay looks incompetent. In Nigeria’s fast-moving digital ecosystem, communication speed must match market speed.

Nigeria’s policy evolution on crypto reinforces this point. In December 2023, the Central Bank of Nigeria (CBN) issued guidelines allowing banks to open accounts for Virtual Asset Service Providers, effectively shifting from restriction to regulation.

The CBN acknowledged that global trends demand oversight, not exclusion, while warning of risks related to money laundering, terrorism financing, and consumer protection gaps.

The Securities and Exchange Commission (SEC) has echoed this stance, emphasising that Nigeria’s digital asset future must be anchored on innovation, collaboration, and trust, with clear licensing and investor protection frameworks.The message is clear: crypto is now part of Nigeria’s financial architecture, and communication is central to compliance.

A Young, Digital Audience

Nigeria’s demographics explain crypto’s momentum. According to the National Bureau of Statistics, over 63 percent of Nigerians are under 25, and internet penetration now exceeds 50 percent, driven largely by mobile broadband. This digital-native population consumes information quickly, questions authority openly, and shapes narratives in real time.

Corporate communications teams must engage this audience with transparency and relevance, not marketing noise.

Crisis Communications in a 24/7 Market

Crypto markets never sleep. Crises do not respect office hours. Hacks, liquidity shocks, and regulatory announcements can happen at any moment.

Communications teams must therefore operate like newsrooms prepared, responsive, and coordinated. Pre-approved crisis playbooks, trained spokespersons, and real-time monitoring are no longer optional.

Most importantly, crisis communication must be human-centred. Nigerians want clear answers: Is my money safe? What happened? What comes next?

Brands that respond with honesty and empathy endure. Those that hide behind jargon do not.

Narrative Capital vs Market Share

In Nigeria’s crowded fintech and crypto space, companies often compete on fees and features. But the most durable advantage is narrative capital the credibility and emotional connection built over time.

Narrative capital determines whether users stay during downturns, regulators listen during consultations, and the media seek your voice. Platforms like FlashChange have a responsibility to tell Africa’s crypto story with authenticity, data, and purpose.

From Evangelists to Translators

Nigeria no longer needs crypto evangelists promising disruption. It needs translators, professionals who connect blockchain to remittances, wallets to small businesses, and decentralisation to economic opportunity.

As crypto matures, corporate communications will increasingly determine its legitimacy. Code may power platforms, but communication powers confidence. And confidence, more than any algorithm, will decide whether digital finance fulfils its promise for Nigeria.

John Kokome is the Corporate Communications Manager at FlashChange, a fintech platform redefining secure digital asset exchange. With experience across fintech, cryptocurrency, telecoms, and development communications in Africa. He currently leads strategic storytelling, reputation management, and stakeholder engagement initiatives at the company, focusing on building trust, transparency, and financial literacy in the digital assets space. John’s work sits at the intersection of policy, technology, and public perception, with a strong emphasis on Africa-first narratives and responsible innovation. He has contributed opinion pieces and thought leadership articles on governance, youth empowerment, branding, and Nigeria’s evolving digital economy.


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Senate confirms Oyewole as Supreme Court justice

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Senate has confirmed Hon. Justice Joseph Olubunmi Kayode Oyewole, JCA, as a Justice of the Supreme Court of Nigeria.

Senate confirms Oyewole as Supreme Court justice

Hon. Justice Joseph Olubunmi Kayode Oyewole, JCA

The confirmation was concluded on Tuesday, February 3, following the presentation and consideration of a report by the Senate Committee on Judiciary, Human Rights and Legal Matters.

The report was presented by the committee’s chairman, Senator Adeniyi Adegbonmire of the All Progressives Congress, representing Ondo Central.

Presenting the report, Senator Adegbonmire said: “That the Senate do Receive and Consider the Report of the Committee on Judiciary, Human Rights & Legal Matters on the confirmation of the nomination of Hon. Justice Joseph Olubunmi Kayode Oyewole, JCA, as a Justice of the Supreme Court of Nigeria.”

The confirmation followed a formal request by Bola Tinubu, who wrote to the Senate last Tuesday seeking legislative approval for the appointment. The letter was read on the floor of the Senate by the President of the Senate, Godswill Akpabio.

In the letter, President Tinubu stated: “Pursuant to Section 231 (2) of the 1999 Constitution of the Federal Republic of Nigeria as amended.

“I am pleased to present for confirmation by the Senate the appointment of Hon. Justice Oyewole Kayode as Justice of the Supreme Court of Nigeria. While it is my hope that the Senate will consider and confirm the nomination expeditiously, please accept the assurances of my highest regards.”

Following the reading of the letter, Akpabio referred the executive communication to the Senate Committee on Judiciary, Human Rights and Legal Matters for further legislative action.

The committee was directed to carry out its work and report back to the Senate as soon as possible, a process that culminated in the confirmation approved by the chamber.


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