In a move that came rather as a surprise, Africa Internet Group (AIG) decided to bring its numerous brands under Jumia. It’s obvious that Jumia is the most successful arm of the group’s business, and this move makes quite a lot of sense. Bringing all seven brands under the trusted Jumia name will have a positive impact on the acceptability of AIG’s other businesses.
In their own words:
Operating under the same brand name reinforces the legitimacy of proposing other services to our customers and to our sellers. We want to have one strong brand that is trusted and loved by our customers across Africa.
Kaymu is now Jumia Market, and this is accepted by 82% of respondents is a recent survey conducted by the company. About 7% were indifferent to the rebrand, while only 11% reacted negatively. This shows that the company actually made the right choice.
How buyers benefit
Honestly, most people would have already placed an order on the much bigger Jumia before Kaymu comes to mind. Becoming Jumia Market automatically passes on the trust customers have in Jumia to the market place.
A market place like Kaymu comes with a lot of competition among sellers in terms of pricing, and this is why the benefit a buyer derives is majorly cheap products.
One of the biggest challenges of a maintaining a market place is keeping sanity and making sure sellers deliver nothing below standard.
It is only hoped that the new Jumia Market enforces more quality control measures to ensure consumers get exactly what they paid for.
What Jumia Market promises sellers
Of course, the market place is nothing without active sellers, and this is why Jumia Market now promises sellers better visibility on their products. Also, a lower commission rate is guaranteed with a much improved service.
This looks like a win-win situation for both buyers and sellers.
What is expected
Although the Kaymu brand is being retired, it is hoped that the established values of Kaymu remains the same. Great customer experience and satisfaction should remain paramount. What is expected to come with Jumia market are improvements on the already existing values that made Kaymu a success in the first place.
