Tuskys marketing approach seeks to deflect multinationals

Written By: Rose Welimo/ Release
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Regional retailer Tusker Mattresses Limited – Tuskys- has confirmed plans to defend the local formal retail market against encroachment by multinational retailers.

In a strategic plan founded on sustained partnerships with locally based suppliers, manufacturers and customers, the retailer will seek to revamp and accelerate formal retail growth following a depressed year.

Speaking when he hosted scores of suppliers to witness the formal launch of the Tuskys Christmas Deal Poa customer reward programme, Tuskys CEO Dan Githua said local retailers are confident of regaining growth by promoting mutual partnerships with suppliers while enhancing customer experience value at the shop floor.

While thanking the leading suppliers, Githua said, the local retail sector has a bright future ahead, as it remains a barometer of the economy.

“This year has been difficult but we are glad to confirm that we have reached a decision to foster closer relations with a suppliers and related stakeholders in our quest to advance a homegrown retail sector to the next level,” Githua said.

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“Kenyan retailers have the capacity and ability to ward off the multinationals market assault by maintaining world class standards on all fronts including prompt payments and customer service excellence,” he added.

In conjunction with leading suppliers, Tuskys has unveiled a Kshs 60 million Customer reward programme dubbed, the Tuskys Christmas Deals Poa campaign.

The leading retailer becomes the first formal player in the supermarket space to unveil a mega Christmas season reward campaign this year. The campaign will see Tuskys customers across the country standing a chance to win one of the 20 motor vehicle grand prizes on offer among other attractive prizes.

Ahead of the launch, Githua said the firm is projecting a more than 30% growth this festive season. The formal retail market, he noted had suffered a late festive season kick-in due to the prolonged electoral activity and depressed economic climate.

As part of the firm’s strategic marketing plans, Tuskys has also extended a discount scheme for Gift Vouchers this festive season across its branch network in Kenya (57 branches) and Uganda (7 branches).

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The number of orders placed for gift vouchers by local institutions he noted has grown 100% with gift voucher revenues expected to hit the Kshs 700million this year.

The launch of the Tuskys Deals Poa customer reward programme is also expected to herald the dawn of a new page for the local retail sector which is expected to enjoy accelerated recovery following a depressed climate this year.

“The retail front is exhibiting a positive rebound following the electoral period among other challenges and we hope to encourage further growth through such reward campaigns for our loyal customers,” Githua said, adding that, “The invaluable support of our suppliers has seen us enhance our mutual partnerships for the ultimate benefit of the consumer.”

Commenting on the firm’s gift vouchers discount scheme, Githua disclosed that local corporate organisations appear to have embraced such tools as their preferred festive season reward coupons.

Organisations that have placed their customized Gift Voucher orders include: Coca-Cola, NHIF, BIDCO Africa, Britam, Hilton Hotel, KCB, HELB, Standard Chartered Bank, MPESA Academy, KICC, STANBIC Bank, Bamburi Cement and the Standard Group.

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Globally, the National Retail Federation recently announced that it expects holiday retail sales in November and December – excluding automobiles, gasoline and restaurants – to increase between 3.6 and 4 percent for a total of $678.75 billion to $682 billion, up from $655.8 billion last year.

“Our forecast reflects the very realistic steady momentum of the economy and overall strength of the industry,” NRF President and CEO Matthew Shay said.

“Although this year hasn’t been perfect, especially with the recent devastating hurricanes, we believe that a longer shopping season and strong consumer confidence will deliver retailers a strong holiday season.”

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