“Shop-in-shop” and dedicated marketing campaign boost sales by 70%
The shop-in-shop concept was launched by Jumia in January 2014 in response to two key observations: on the one hand, the growing customer preference for buying online, and on the other hand the high cost for retailers of renting physical shop space in shopping centres. The shop-in-shop concept lets businesses open their shops online on the Jumia website, allowing them to reach over 1 million Moroccan customers every month.
Philips was one of the first brands to partner with Jumia to launch their online shop on the site. The e-commerce platform accompanied this launch with a dedicated marketing campaign in June 2014, which saw sales of Philips products increase by 70% compared to when the retailer began selling on the site.
“The success of the partnership with Philips is due in large part to the simplicity and convenience of online purchasing for consumers,” stated Bastien Moreau, co-MD of Jumia Morocco.
The aim of this partnership was to increase the visibility of the Philips brand online, but also to reach a new audience, to offer new purchasing options for existing customers, and to introduce Philips Morocco to the channel of online selling. The brand has also become more accessible thanks to Jumia’s established services, notably free deliveries and returns.
Philips’s Sales Manager believes that the increase in online sales will have a positive impact on the company’s overall activity, because this sector brings businesses closer to customers compared with other traditional business models.
“The success of the Philips shop-in-shop on Jumia is an important step for us,” added Moreau. “Philips products are all set up on a unique platform which benefits from a high number of online customers, leading to an increase in sales. With global brands such as Philips signing up for this concept, we are shaping the Moroccan commerce landscape in general, and the online commerce landscape in particular.”
Due to the growing number of internet users, the expansion of mobile technology and the strong increase in smartphone ownership, as well as improvements in delivery and payment systems, e-commerce activity is growing considerably in the country.
