[2008-06-26]  Uchumi launches marketing scheme
Uchumi Supermarkets Ltd has embarked on a joint marketing initiative to increase value to its customers. In partnership with Reckitt Benckiser East Africa (RBEA), the retail chain is set to roll out a customer reward promotion featuring living room and bedroom upgrades. Mr. Jonathan Ciano, the chains receiver-manager said they would undertake joint promotions with suppliers to facilitate cost saving. Ciano was speaking during the first Uchumi "Let the Home of Value Upgrade U!" promotion draw in Nairobi. "We are grateful to RBEA for their vote of confidence in Uchumi’s full recovery as attested by their willingness to partner with us," he said. The joint promotion is geared at rewarding Uchumi Shoppers and Reckitt Benckiser’s Consumers at any of its 15 branches. The promotion features a living room makeover for 15 loyal customers drawn from their respective branches countrywide and a super home makeover. RBEA Commercial Director Sanjay Rupani said the company had embraced Uchumi’s customer reward programme as part of its market development goals. "By partnering with Uchumi, we are saying thank you to the loyal shoppers while supporting its full recovery," Rupani said. In the promotion running till mid August, shoppers will receive one raffle ticket for every KSH1,000 spent featuring at least one of the products. 100 lucky shoppers picked at random would also win a range of gift hampers. Ciano said the partnership is the first major sales promotion to be undertaken by both firms in a bid to add value to shoppers. Globally, marketers are increasingly adopting joint marketing promotions to exploit existing synergies and effectively offer cost effective solutions to consumers.
Source: © 2008 Standard Group