The need for start-ups in Nigeria to adopt the omni-channel strategy in marketing has been re-echoed. This is the postulation of Olumide Balogun, Head of Marketing, West Africa, HMD Global, the home of Nokia Android smartphones, at Techpoint Build event held at Landmark Centre, Victoria Island. During a panel session tagged “Where is the market: Online or Offline?” Mr. Balogun noted that considering the peculiar nature of Nigeria, go-to market strategy shouldn’t be a one-way street.
According to him, “Most Nigerian businesses use a blend of online and offline strategies to advance their courses. For instance, most online stores in Nigeria still allow pay on delivery and/or have designated pick-up locations. This is largely based on trust which is one of the weaknesses of the Nigerian online market”.
While observing that the future is undoubtedly online, Mr. Balogun said there is a need to adopt an approach that matches current realities. In his words, “It is very easy to predict the future in Africa because we are a bit behind the advanced world. While I totally agree that the future is online, we in Africa need to be mindful of the inadequacy of certain online critical success factors such as internet penetration, electricity and other social infrastructures. As such, running a successful business in Nigeria today can only be attained through a combination of online and offline approach.”
Another panelist, Lola Cardoso, Head of Corporate Strategy and Innovation, Union Bank, said there is a need for start-ups in Nigeria to follow their audience. She highlighted the need for start-ups to have an online/offline mix to take friction out of consumer experience.
The event featured exhibitions from global and local brands. At the Nokia Android stand, consumers had the opportunities of experiencing pure, secure and up-to-date Android powered Nokia smartphones such as Nokia 2, Nokia 3, Nokia 5, Nokia 6 and Nokia 8. Other brands at the exhibition include Union Bank, iRoko TV Farmcrowdy among others.
(L-r): Founder, iROKO TV, Jason Njoku; Editor-In-Chief, Techpoint.ng, Muyiwa Matuluko; Founder, Drinks.ng, Lanre Akinlagun; Head Corporate Strategy and Innovation, Union Bank, Lola Cardoso and Head of Marketing, West Africa at HMD Global, Olumide Balogun, during a panel session on e-commerce at the Techpoint Build event held at Landmark Center, Victoria Island, Lagos.