The Nation Newspaper

Tag: shoppers’

  • Now that the holiday is over

    Now that the holiday is over

    With Easter holiday over, parents who are not technology-savvy, might pay heavy price when shopping for ‘back to school items’ for their  kids. But with some mobile phone apps, shopping could be as simple as ABC. TONIA ‘DIYAN reports.

    Easter is over. Shoppers are back from holidays. It is time for the children to return to school with new stuffs. For parents, its shopping time to prepare the children for the new term.

    But with office work piling, house chores mounting, cash problems, this is not always an easy task as the agony of traffic, among other factors often make going to the market an horrible expereince.

    Technology-savvy shoppers always have a way out of the guagmire. With their mobile phones, they can shop in the comfort of their homes without hassles.

    Secret. Smart phones and tablet owners are using mobile apps and daily deal sites to get the most out of their money as they shop school items for their wards.

    Offline Manager, Jumia Online Store, Mr Afam Anyika, said experience by shoppers on Jumia shows that parents who are smarter search for promos on e-commerce sites in order to enjoy great shopping experience at a discounted price.

    ”We stock a variety of back-to-school items and they are quite affordable. We advise shoppers to check our website for our coupons and daily deals and take advantage of these offers because; they are only available while stock last.”

    Afam confirmed to The Nation Shopping that 40 per cent of mobile shoppers who have used their device on his website, indicates that they have obtained coupons.

    He said: “Coupons are preferable, they are won mostly by regular shoppers to a particular website, followed by deal-of-the-day or daily deals, where shoppers have the opportunity to see what is on discount on a daily basis.

    “Daily, on the Jumia website, we have 70 per cent of our users looking to our daily deals offer for promotions.’’

    In addition to ‘back-to-school’ offers, daily deal apps are a helpful source for mobile users looking for discounted items this period, they can be sure of not missing out on offers as they unfold daily if they stick to the online stores.

    Online retailers are busy promoting back-to-school sales and stocking their websites with school items, such as calculators, school uniforms, sandals, lunch boxes and what have you. No doubt, it’s time for serious business for parents, guardians and sellers.

    Smartphone owners are dominating in the daily deal app usage, beating other phone users across all daily deal apps used said, Konga’s Public Relations Strategist, Ifeanyi Abraham. “When it comes to seeking out deals, consumers are going to the most convenient, reliable sources, creating an opportunity for retailers and daily deal sites to streamline the process of gathering deals and coupons for users, ultimately increasing website and app traffic to drive back to school sales.”

    The Executive Buyologist of Buyology.com, Yeye Arogundade, said coupon is the most widely used daily deal app among users of the apps.

    She said: “With 61 per cent users on my website indicating that they have used the coupon app on their smartphones and 39 per cent stating they’ve used it on their tablet, ‘back to school’ sales is amazing.”

  • Bacchus pampers shoppers

    CONSUMERS OF BACCHUS Brand have been promised two months of enjoyment as part of its Valentine online promo.

    Bacchus set aside February and March to celebrate her loyal consumers.

    The valentine promo, which is currently on Facebook requires consumers to buy any Bacchus SKU, take pictures with their partners or spouses and post them on Facebook. Winners of the promo will be rewarded with exciting prizes.

    The Bacchus Brand comes in the 100CL, 75CL and 20CL SKUs.

    Grand Oak’s category Manager, Mr. Yinka Amuwo, said, “the essence of the promo is to give our consumers a memorable experience and also appreciate our business relationship with them.”

    He reiterated that Bacchus is poised to always “excite its teeming consumers and this could be attested to by the Valentine Celebration event which was celebrated at Bacchus Garden Centre at Isheri/Idimu in Lagos on February 14.”

    Bacchus is a special blend of quality ingredients fortified with essential vitamins with an alluring taste. It is a premium wine brand from the stable of Grand Oak Limited, marketers of alcoholic and non-alcoholic beverages in the Nigerian wine and spirit sector.

  • Shoppers in for big deal

    Shoppers in for big deal

    Last year, the retail industry witnessed massive growth with innovations.The Retail Council  also made its debut.  This year, operators say they would step up their game despite the challenges in the industry which made South African retailer, Woolworths, to close shop. TONIA ‘DIYAN reports.

    A few years ago, wading through a crowd into an open market to bargain for items was the only way to shop in Nigeria. Though the practice still continues, a different retail phenomenon now attracts shoppers. The berth of the Retail Council last year promises to redefine the experience of shoppers in the country.

    The emergence of world-class shopping places has changed the way people shop, leading to a boom in the industry and making the country a haven of retail shopping.

    With the entry of big retail shops such as Shoprite, Spar, Mr Price,Truworth, Mango, among others, shoppers have become aware of the benefits of shopping in a more conducive atmosphere.

    Just like in the days of Kingsway, Leventis and UTC, people now buy food and other goods at affordable prices in hygienic cozy environment.

    Retailers in the various malls within the metropolis said they are re-strategising in a bid to make shopping places more conducive this year. They have introduced innovations which they say are better than what they had last year.

    According to them, they will focus on improving the shopping environment to the benefit of shoppers.

    While some of the tenants in these malls promise to expand their scope of business, others say they will partner with other players in the sector.

    One of the big players in the industry, Mr Price said it will open more stores and create a befitting website where its customers could link up with it real time.

    It said: “Mr Price shoppers should expect the latest fashion, in an exciting shopping environment, with great customer service and at great prices.”

    Added that the clothing store will be focusing more on improving its supply chain processes. “This, we will achieve through better value for money prices, values for our great fashion items which caters for all age groups and sizes. We have something for everyone within our store and we will be growing the Mr Price brand in Nigeria for many years to come,” he said.

    The Leisure Mall Centre Manager, Debola Majekodunmi, said: “We want to have the bigger brands and would like it to be a destination point for families. We are striving to achieve 100 per cent occupancy before the end of the first quarter.”

    She added: “The mall will create lots of awareness on all its activities and will be linking with Adeniran Ogunsanya Shopping Mall. “It will be the first of its kind to mall partnership. Shoppers will see more variety in our tenant mix as we are looking to have more brands.”

    Managing Director, UAC Restaurants Limited Derrick Van Houten, said the UAC Restaurants Management team had put together a strategy with their new partners, and details would be discussed with franchisees at their national conference coming up the first quarter of this year.

    He said: ”Key areas of our business for the year are operations, training, franchisee support and human capital development. We expect these areas will see massive improvements as these directly affect our quality of service delivery to our loyal customers.”

    Centre Manager Ikeja City Mall, Sander Norman, said: “At Ikeja City Mall, we are known for give-away events. We will be doing more of that. We will be offering shoppers the right prices, products, services, quality and choices. We have realised that the give-away events work for us.

    “Therefore, we will be sticking to that strategy this year.”

    He added: “There are people who do not shop elsewhere when they are in Lagos. Such people deserve life-time rewards. Therefore, we will be doing the give-away events more during festivities. We will also be coming up with innovations to better serve shoppers and remain at the top always.”

     

     

    Reasons for growth

     

    There have been barriers to trade in the past. However, since the lifting of some of the trade bans in 2011, trade has been booming.

    The economy is growing, and has led to a demand for quality housing and other related real estate infrastructure, including adequate shopping centres, which formed the basis for retail businesses to thrive. Retailers are critical economic agents who help to create demand because of their affinity with both the consumers and producers. Also, retail sales are an important economic indicator because consumer spending drives much of the economy.

    Furthermore, the 2003 ban on an array of imported goods that included clothes, shoes, selected foodstuff, by former President Olusegun Obasanjo, which was  intended to stimulate local production saw some Nigerians flying to Dubai and other regional commercial centres to do their shopping.

    But all that has dwindled in favour of Nigerian-based retail shops that have gained in diversity and in sophistication, and have also benefited from increasing public affluence in the industry.

    Shoprite, widely renowned as Africa’s leading retailer, has also made significant in roads to the country thereby, causing a massive growth.

    While growth in the retail could be attributed to rapid economic development and to an extent, favourable economic policies, experts advise that for the country to maintain or even surpass the rate of growth, solutions to the challenges the industry is facing must be provided.

    Increase in the  population of the working class citizens and the fact that they are  desirous of convenience and the increase in the purchasing power of citizens generally has also contributes to retail growth.

     

     

    Bringing investors into the country

     

    The potential buying power of Nigerians is recognised by the outside world. There is a lot of wealth here , the country has become a market place whose economy is growing exponentially and will remain an enticing prospect for potential investors for years to come.

    More investors see the possibility of several projects in other parts of the country soon.The market is open to local and foreign investors haven realised the potential inherent in it, they understand it offers excellent opportunities for to cash in on further rapid growth expected to occur in the next decade or two.

    Reports have it that the push for malls in Nigeria and in Africa generally is led by South Africa. According to International Monetary Fund (IMF), the average growth of African economies for last year was between five per cent and six per cent.

     

     

    Challenges in the industry

     

    While Nigeria has the population to support more malls, there are many barriers and one of the biggest is access to the right land in the right location.

    Other barriers, include the costs involved, often leading to rentals that many retailers cannot afford.

    In 2005, when The Palms opened, there were trade bans in place. In 2011, when some of those trade bans were lifted, international tenants came on board.

    Investors have also revealed that capital is a major challenge. The project cost is expensive often with limited local expertise. Informed estimates however, reveal that the cost  of completing a project in Nigeria is 2.5 times that of a similar one in South Africa.

    “As services are steadily experiencing growth in many economies, the retail service is a new frontier that needs to be better tapped for economic growth.” Said Mrs Gbadebo Erejuwa, who is the head of Retail leasing at Broll Nigeria, and  Property Manager of the first six malls  in the country.

    “We have favourable economic conditions here. A growing middle class with disposable income, so now people are actually able to afford some of the brands that they are used to outside the country, or even afford their basic necessities,” she said, adding that people always want to shop in a modern environment.”

    “Retail is coming up all over the place. I think a lot of people are interested in malls and shops. A place where you can go in and get everything is more inviting than going to a market where everything is open and it is crowded and crazy.”

    She added: ”The regime of shopping malls development in Nigeria is just a pointer and an icing on the cake to what the future holds for shopping and sight-seeing experience in the country. This is evident in all of the massive state-of-the-art shopping structures strategically positioned in the country.”

     

     

    Strategies for doing business in Nigeria

     

    Broll Nigeria advises that Woolworths leaving the country shouldn’t deter foreign retailers from profiting. More retailers are expected especially value ones, says Broll. So that they can continue to seek opportunities in the Nigerian market.

    “Yes, doing business in Nigeria is a challenge. But if you can offer middle class Nigerians the right price, product, service, quality and choice, the sky is the limit,” said Norman Sander of Broll Nigeria, who manages Ikeja City Mall .” Äccording to him, Woolworths left the country because of a mismatch with the Nigerian consumer and the climate.

    Operators have however advice that retailers should be prepared to change their models for the Nigerian consumer. If they do so, they stand to gain a firm foothold in a marketplace and a country where consumers are brand loyal and value good service, which is still in short supply.

    Stating that the Nigerian market is vastly different from that of South Africa and its neighbouring countries. Broll said, research is essential to understand this unique set of consumer needs and norms, before venturing into its exceptional territory.

    For this reason and many others, Broll is increasingly being called upon for its professional property services and insights to support retailers and property owners alike seeking to unlock the many retail opportunities in Nigeria.

    The market and spend needed for retail success is here and growing, therefore, retailers wanting to crack this market need to customise their models to meet the unique consumer needs and aspirations as the call of the mall is gaining the support of more Nigerian shoppers.

    Nigerians enjoy a first-world shopping environment that is pleasant, safe, cool, unrushed and offers a complete retail experience from shopping to relaxing at the food court. Mall dwell times are increasing and foot counts are growing.

    Broll suggest also that retailers planning to enter the Nigerian market, should start with using a cash-based model initially, rather than counting on sales from accounts or cards.

    There is more brand recognition for US and European retailers, more than there is for South African retailers, as such a marketing strategy that goes beyond advertising, store opening and launching a new brand is needed.

    For Woolworths, the markets’ buying patterns in Nigeria is different from what South African retailers are used to. When it has to do with fashion, there’s no seasonal shopping, because Nigeria is hot all year round.

    Sizes are also different, some 50 per cent of men’s shoe sales are sizes larger than size 10. And, while there’s a market for luxury goods, prices that are noticeably above those of Europe won’t be tolerated.

    Also with the mobile phone boom in Nigeria, and an increasingly tech-savvy population, digital and social media marketing are effective tools for retailers. Retailers are expected to offer guarantees and stick to their promises. It is said to be a tremendous way of growing customer loyalty.

    Despite all the opportunities, Broll cautions that retail in Nigeria is not for sissies. Mall rentals are high because of infrastructure and development costs which, in turn, demands high turnovers. Infrastructure is poor, red-tape is plenty and officials often interfere. The supply chain also takes far greater focus, with a host of potential obstacles to be navigated.

    Retailers will need excellent warehousing to overcome shipping issues in Nigeria, where goods don’t move as fast as they do in South Africa. Also, the choice of clearing agents is important and there is often a price attached to clearing goods.

    Yet, with all these challenges, Nigeria’s retail opportunities keep on growing on the back of mass urbanization, the emerging middleclass, rising retail awareness and an increasing consumer culture.

    “For retailers who are prepared to develop a country-specific model and invest in research to support a supply chain, which are; the right stock, the best price and service, they should be assured that there’s a bright future in Nigeria,”Broll said.

  • Shoppers, traders groan as Ibadan market is shut

    Shoppers and traders groaned yesterday as trading activities could not take place at the usually busy Bodija Market in Ibadan, the Oyo State capital, following its closure by the government.

    The market was reportedly shut by the supervising Ibadan North Local Government following clashes between Hausa and Yoruba yam sellers on Friday.

    Several shops and a lorry load of yam were vandalised during the clash. No life was lost in the incident.

    When The Nation visited the market yesterday, shoppers were seen looking dejected following their inabilityto purchase needed items. All the gates to the market were blocked to prevent traders from accessing their shops while policemen in patrol vehicles kept watch at the gates.

    Shoppers lamented the situation before thinking of available alternative markets close to the place.

    Most of them later proceeded to Sango, Oje and other markets to make purchases.

    On their part, only traders of perishable items such as tomatoes, pepper, fruits, vegetables and fish displayed their wares near the entrances of the market. They were able to serve several shoppers who came for such items.

    However, they lamented their loses, saying they were not given access to their shops where they kept large stock. According to them, the wares were already perishing in their shops, leading to huge financial loses for them.

    The traders therefore appealed to the government to reopen the market. They disclosed that the yam traders, who attacked each other on Friday, had already resolved their disagreements.

    A trader told The Nation, “This is huge loss for us; we can’t get out our stock out of the shops becaause policemen won’t allow us go into the market. You can see that we deal in perishable items. These items can’t survive 24 hours without losing quality. We appeal to the government to please reopen the market to minimise our loss.”

    When contacted, the Police Public Relations Officer (PPRO) in the state, Mrs. Olabisi Ilobanafor, said policemen were drafted to the market to maintain law and order.

    She disclosed that leaders of the two factions that clashed on Friday had held a one-hour meeting with the Commissioner of Police (CP) in the state during which they agreed to embrace peace.

    Ilobanafor added that the leaders were already using the opportunity of the closure to educate their supporters on the need to embrace peace so that the market could be reopened as soon as possible.

    Yam traders of Yoruba and Hausa origin clashed at the market on Friday over rights to sell yams in the market.

    It was learnt that the traders of Yoruba origin attacked a lorry load of yams brought into the market by a Hausa trader, a development they viewed as another breach of agreement between the two parties to first work out modalities on how to bring in yams and share among the traders.

    The arrangement became imperative in view of the killing of Yoruba yam traders in the North by members of the Boko Haram sect. Since the sad incident, only Hausa yam traders have been bringing their goods from the north to the market, leaving out Yoruba traders out of business.

     

  • How shoppers, traders reacted to two-day markets’ closure

    How shoppers, traders reacted to two-day markets’ closure

    What would have made Lagos markets empty for two days if not the passing on of an esteemed market leader, the Iyaloja-General of Lagos State, Chief Abibatu Mogaji.

    People didn’t find it easy, but they had to comply with the order, road side traders, wheel barrow pushers and others who had one business or the other in the markets, though reacted negatively, said they were paying their last respects.

    The markets are always noisy with buying and selling taking place through the week, but for the two days, the reverse was the case. Traders said if they could mourn a colleague and stop buying and selling for a day, two days were not too much for the mother of market men and women in the state.

    But for shoppers, it was a different ball game as many of them were found hanging around markets, lamenting not necessary the closure, but that they were caught unawares because there was no prior announcement. According to some of them who patronise the markets daily, they were starved for the two days the markets were shut.

    Mrs Ronke Komolafe, a petty trader, doesn’t have enough money to stock her home with food stuffs; rather she buys her consumables daily to feed her children. “The two-day closure has made my children and I go hungry. As much as I wanted to honour our late mother, I wouldn’t want to starve my kids. I buy small quanities because I cannot afford to buy in bulk, but for these days of closure, I was forced to buy expensive items from stores,” she lamented.

    However, some traders said the Alhaji Mogaji was a mother to them, describing her death as a shock, despite her ripe age.

    The Majekobaje of Oyingbo Market Chief Abimbola Adeyemi described Mogaji as a beautiful woman who once came to their aassistance. “She was a wonderful and pleasant person, a mother to all Lagos market women. She contributed to the development of the market, advising us and putting us through what to do. We will observe a 40-day prayer for her after this.”

    Mrs. Ali’s Shoremi, a trader at Mushin Ojuwoye Market, said the late Mogaji was a nice woman, who supported them financially. “She was our true mother, during pilgrimage periods, she assisted us financially and otherwise. We miss and love her, but God loves her most.”

    Mrs. Esther Olayinka, a catfish seller at Mile 12 Market said she was sad when she heard the news. “My mother has died; though she died old and accomplished, no one prayed for this now,“ she said.

    Some of the traders when counting their losses said they couldn’t compared life with anything else, but what they should have achieved in two days, would have been an advantage to them.

    They, however, planned to recover what they lost by inflating the prices of some food items from last Wednesday. A trader at Ketu fruit market Mrs Nkechi Ukomadu said: “It is only natural that we sell a little higher than before to compensate ourselves. Do you realise what we have lost these two days? We are only introducing a marketing strategy.”

    But Mrs Remilekun Adeoye refused to count her losses, saying anyone could be a die. “I can’t count my losses because we cannot compare money with life. Whatever I have lost does not move me a bit.”

    Mr. Abdul Lahi Adegoye, a rice seller at Daleko Market, Lagos, said he lost about N50, 000 in the closure.

     

  • Shoppers lament Shoprite’s two-day closure

    Shoppers lament Shoprite’s two-day closure

    Shoppers, who were at the Ikeja City Mall, Lagos to buy goods from Shoprite on Sunday, and Monday morning were disappointed as its doors were shut to visitors, with an apology notice which reads, “ due to our financial stock count, the store will open for trading on Monday at 2pm. Sorry for the inconveniences, Thanks management.”

    The scenario was such that got shoppers curious and angry. They wanted to know why a store like Shoprite should restock for two days, and on a working day as Monday. Some people who were not at the shop the previous day asked security personnel how long the store shut its doors, as there was no means of seeing or talking with the staff of the store who were all locked up inside.

    Others got confused while trying to find similar items from other shops. Some walked away after reading the apology on the entrance.

    Others who have paid to park their cars with the hope to do their shopping as usual lamented the car park charge which off course, is not refundable.

    “Is my money going to be refunded now that I cannot accomplish my aim of coming here? The only shop that brings me here is Shoprite. That is because I love their bread, ordinarily I wouldn’t come here especially on a Monday morning when I should be busy at the office,” Mr Karim Onabanjo fumed.

    For Mrs Nene Azuka, it was a painful and discouraging experience. “Only God knows how often they do this here. This is rubbish, uncivilised and unorganised. This cannot happen in South Africa where they came from,” she lamented.

    “We all know that Shoprite restock while shoppers are doing their thing. Why this uncultured arrangement? It is only in Nigeria that you find all sorts of nonsense. I have been here shopping and the staff were restocking roll by roll. We didn’t disturb ourselves. I actually enjoyed it because I had the opportunity to see some items I didn’t plan to buy, but thought they are useful and then bought them,” said Ms Ngozi Chiejine.

    “For Christ sake! How can a store like Shoprite shut its doors to customers for two days because they want to restock? Are you sure they are actually restocking or they have some financial constraints? Nobody is talking to us. They feel the notice should explain to us, it is not fair,” she added.

    Some shoppers thought the notice should have been placed outside the mall to alert car users not to park and pay. They said it was a deliberate act to exploit people, adding that taht was why they opposed payment for packing at the beginning.

  • Staying ahead of light fingered shoppers

    Staying ahead of light fingered shoppers

    Theft is an inherent feature wherever money flows amid crowds of people. Shopping malls are no exception as they mostly comprise large open plazas, multiple shops, movie theatres, including storage and delivery sections.

    The structures are usually expansive and pose challenges for available security personnel. At any shopping mall, large crowds move in and out. Due to the high human traffic, security becomes necessary to safeguard lives and property.

    Therefore, strategically placed mall security cameras enhance security of goods and the shoppers through continual monitoring of all parts of the shopping complex.

    On Tuesday at the Adeniran Ogunsanya Shopping Mall, Surulere, Lagos, shoppers stood in groups to discuss the need for Closed Circuit Television (CCTV) in shopping malls. To them, malls shouldn’t lack such facilities.

    “The surveillance camera doesn’t just help in curbing criminal activities; it increases the sense of security of shoppers. Customers stand assured because CCTV guarantees a person’s protection as well as his property,” said Mr Sunday Omokaro, a teacher.

    Indeed, Omokaro is not unaware of the fact that hordes of people throng such a vast space with so much money changing hands daily, thus attractive to criminals. If a would-be thief is aware that he is under watch, he would think twice before stealing anything. Then it goes without saying that cameras and other monitoring devices are needful.

    It is also believed that customers feel safer when they are being monitored by quality security cameras. It is often said that ‘safe customers are happy customers’. Monitoring employees is another advantage of having security cameras in malls. According to the Centre manager, Ikeja City Mall, Mr Norma Sander “Employee activity can be monitored via the CCTV, workers in the mall will be cautious that they have to do their jobs properly. Not just the employees, even the thieves are cautious that they might get caught, and may abstain from criminal activity.”

    The camera is able to provide measurable data that helps to sell more products, thereby helping some retailers improve in their line of business one way or the other. The device also exposes loopholes and provides lasting solutions.

    According to store owners, they closely monitor operations to improve their services with high-resolution video cameras monitoring all areas within and outside the store.

    An example is the Home Affairs Supermarket at Gbagada in Lagos. The owner changed its window displays, adding some female items after noticing that the men who had earlier shopped in the first couple of days during a discount period actually purchased more female items.

    An apparel retailer known as Mo’Bees Place in Ogudu, Lagos also launched a children’s line after noticing that more than half of its afternoon traffic was made up of kids. Another shop, Kidz Khoset situated in Lagos Island placed a Chinese-speaking personnel at one of its doors when it learnt that one/third of shoppers who visited the mall after 4 p.m was Asian; the management of the shop chose this strategy for smooth communication.

    Malls that have access to large number of people must have surveillance cameras. These are places that are most prone to criminal activity. In shopping malls, a large number of people gather, because of the benefit of variety of stores under the same roof. So you cannot differentiate a criminal if he intermingles with shoppers. Surveillance cameras are thus very necessary in shopping malls.

    It is also very important to install the cameras at proper places. Because of the expanse of the mall, security can be a challenging task. It gets harder if it has a way to get connected to a large parking area.

    Also all malls have restricted areas and staircases out of view. The surveillance cameras can solve the problem easily and fast. The cameras can find out the exact location of criminal activity and have security sent to the area.

    “While most consumers understand a need for security cameras, few expect that the in-store video monitor watching them is uncalled for, as they call themselves honest shoppers’ However, all of this tracking is a mixed bag for shoppers.

    “Some stores also have cameras in their dressing rooms. Can you imagine? exclaimed a shopper, Mr Haruna Ibiyemi.

    A report revealed that in Mumbai, India, a journalist was shot in front of a departmental store. The CCTV footage from the surveillance camera of the departmental store gave the pictures of the murderers, thereby providing key evidence to the investigation.

    Advising on how to use the camera in a shopping mall, Mr Norma said: “When you have the mall installed with close-circuit cameras, do remember to have them invariably at the entry and exit. Apart from this, parking lots are also to be monitored because a lot of criminal activity takes place there. Staircases that are out of sight must have cameras. Big lobbies, food courts, places that hold big gathering of people must have surveillance. Loading and unloading areas are also prone to criminal activity and should be monitored.

    “This survey has highlighted how retailers are embracing technology and how they recognise the role surveillance can play,” he said

    Most shopping malls use CCTV security cameras to monitor common areas of the mall such as food courts, walkways and parking lots. They also employee security guards to monitor the cameras, walk around the mall and patrol parking areas. Crimes in shopping malls follow a typical pattern and include shoplifting, nuisance behaviour involving juveniles and thefts. Malls that are located in affluent areas attract a greater number of car thieves. CCTV security cameras have excellent image quality and offer security departments a clear picture of the mall surroundings.

  • ‘Shoppers are crazy about fairly used clothes’

    ‘Shoppers are crazy about fairly used clothes’

    Over the years, new clothes have become expensive. As a result, many workers and other individuals now go to second-hand clothing markets where they source their wears at cheaper prices, thus leading to a boost in the sale of such clothings.

    In the past, second-hand clothes were synonymous with poverty; the energetic and optimistic middle class bought their new ready-made clothes from high brow markets or large retail stores. But, today, the downward twist in the Nigerian economy, since the early 1990s, has led to a practical alteration of spending and consumption trend, especially among the working class.

    The sale of second-hand clothes is now a very lucrative business, as many has deserted boutiques which sell new clothes because of the costs. Second-hand clothes can be sourced from virtually every place in Lagos and other towns.

    According to traders, the business is very profitable and enjoyable. “There is money in Okrika business,” said Mr Francis Okonkwo, who has been in the business for 12 years.

    “I make a lot from it. The business does not require an enormous capital to start; you can start picking from traders that open bales, depending on the start-up capital you have or how much you can deposit; the balance is paid after sales,” he said.

    There are people who cannot do without fairly used clothes, as well as those who would never want to have anything to do with it. It is a matter of choice. However, second hand clothes are more popular with most Nigerians and have continued to boom inspite of the challenges faced by the traders.

    Mr Okonkwo explained that the items are brought into the country from Benin Republic. “We go to Coutonou to buy these items. Usually, Tuesdays and Thursdays are market days in Coutonou. On these days, we are sure of getting new arrivals. There is the first grade Okrika which could pass for new ones, that is why some influential people also patronize us”.

    Another trader, Mrs Nwanfor Kalu said as an okirika trader, the newer and finer your goods are the more money you are going to make, because people prefer to buy those that could pass for new. “You know, in this Okrika business you must understand that Okrika pass Okrika.” He said.

    Second hand items that could be gotten for as low as N200 or N250 now go for N600 to N1000, yet people still go for them as if they are going out of fashion.

    As lucrative as the business is to traders who practice it, importation and sale is a risky one in which you gain all or lose all said Mr Poly Maduka, also an okirika trader. “It is not easy at all getting our market into the country. After buying so much, you have custom officers to contend with. For every stop we make at any checkpoint, we pay huge amounts of money so that our goods will not be seized. At the end of the day, you realize you paid almost as much as you used in buying to get your goods home”. He lamented.

    Second hand clothes have continued to find their ways into the ever-growing bend-down boutiques. According to Okirika traders, these clothes are smuggled into the country through the Nigeria-Benin border.

  • The changing taste of shoppers

    The changing taste of shoppers

    As much as Nigerians would go for products with low prices, good quality and new innovations have become their main considerations these days. This trend, it appears, is attributable to convincing sales/promotions, well-stocked shelves and high-quality fresh products available. Therefore, to boost sales as well as encourage shoppers, some retail shops launch attractive sales promos frequently.

    Such actions, it was learnt, have worked for many shops over the years. Mrs Modupe Shopeju, owner of Gbagada, Lagos-based Delightsome Gifts Concepts which has all kinds of home and office gadgets said: “Promotional offers are aimed at attracting more customers and enhance sales. There are misconceptions that when discounts are offered by shops, such shops stock inferior products, that is why they sell at cheap rates just to do away with the so called inferior products. It is not true.”

    While factors relating to good quality, innovations and low prices are important determinants of where to shop and what to buy, retailers and manufacturers who offer good value, either through sales and promotions or via larger-economy packaging, stand to gain the most from hard-income-earning consumers in a tough economy like Nigeria. That is why discount offers from some shops mean a lot to an average shopper.

    Mr Todd Hale of Consumer & Shopper Insights, in a television interview, recently, said: “For the economically challenged, low prices are a must, but convenience may trump low prices for some, while travelling and from discount retailers, it is a challenge.

    “For some shoppers, the value obtained from one-stop shopping can save them time and money. Therefore, manufacturers and retailers need to place a greater focus on shoppers’ benefits to achieve the differences that go beyond prices.”

    Though price is a differentiator in any economy, store brand products, he said, must deliver a level of quality proportionate to their price points.

    “Quality, at an affordable price, is what gets consumers to buy and repeat. If quality and value are lacking, then consumers will buy fewer store brands.”

    People no longer fancy cheap products, they prefer to buy products based on their quality and the benefits such products have to offer. In the market today, there seems to be more new products than the old ones, especially for consumables like canned foods which also comes in sachet leaving the shopper with choices to make.

    When The Nation Shopping went round some of the malls in Ikeja and Surulere, a large number of shoppers indicated they prefer quality and innovation over low price. Some others said they prefer innovation at low prices, and only a few number of them said they prefer very low price not minding the value of the product.

    Majority believe quality is not to be compromised; therefore while manufacturers are producing slightly low quality products, they should not forget to keep prices low as it is the least favoured option among consumers because raising prices is a strategy that consumers do not embrace. Consumers typically maintain reference prices for products based on prices they have seen or paid in the past.

    A shopper, Mr Samuel Emenike prefers quality over low price. “Low price could be deceptive; I am usually not deceived when I want to purchase an item. I make up my mind to go for quality so I can be sure of having value for my money.”

    Another shopper, Mr Chijioke Nwabueze was of the view that good quality and innovation is better than low price if a person wants the best from a product. “The life span of a quality product is longer than a cheap inferior product. You will only be buying what you need at once instead of buying the same thing twice because it is cheap.”

    Some people think the newly introduced products are either not trusted or they simply do not allow for patronage of the existing ones. May be because some people who will prefer to buy the newly introduced ones will want to explore them.

    According to Mrs. Funke Bamgbose, a shop owner at Adeniran Ogunsanya Shopping mall, “Bringing new innovation into the market sometimes does not allow the sale of old products. But if the newly introduced product is of a higher price than the already existing ones, then I am sure of selling my existing products. Therefore, new innovations should be accompanied by low price, as it is generally known that low price is the driver of any shopper,” she said

    Mrs Nsofor Chinwe prefers existing products. To her, existing products are better trusted “I have come to trust existing products over the years. I can only be lured to buying newly introduced products if I can get a testimony from someone else about that product. Most times when I go shopping, I don’t check out new products, I simply pick the old names I am used to.

    Some shoppers are of the view that new innovations of products should be given a discount instead of adding price. So that people can be used to it or that they can be used to create a platform of introducing it to people.

    According to a shopper Mr Stanley Omokaro, discount offers should be attached to innovations so that shoppers can easily accept them when they are newly introduced into the market. “ It is only common with shoppers to want to buy new products at cheap rates. Some people would refuse to pay more or same amount as for an existing product for a newly introduced product.”

    Mr Odundayo Agboola is an economist; he prefers innovation to low price stating that the country’s poor economic condition is a major challenge to innovations. “My question is, will these innovations stay? Is our economy encouraging such? Modernism has been brought into production and now we get newly introduced good items. I am of the belief that the newer a product, the better it is. Sometimes I get tired of the old product because some of them have reduced in quality and quantity. Therefore, I look forward to new products from time to time,” he said.

  • ‘Nigerians are better shoppers’

    How fulfilled are you in Nigeria?

    The potential in Nigeria is unbelievable; it is something that cannot be compared with any other place in Africa. There is a big difference between the South African shopping culture and the Nigerian shopping culture. The average unit per consumer in Nigeria is much more than in South Africa. Nigerians buy much more than South Africans and this is very visible. Mr Price has been successful for many years of building the brand but with what is obtainable in Nigeria within one year of existence, means that we are barely scratching the surface.

     

    What are your prospects?

    The company’s prospect is higher in Nigeria. It cannot be compared with those of other African countries. Strategically, ‘Mr Price’ is based in Nigeria and we operate from here. We will be feeding the Ghanaian and other African markets from here. When we came to Nigeria, then we knew we just ventured into Africa proper.

    Who is Nigeria’s competition?

    The Ghanaian spending power is close to that of Nigeria. Ghanaian consumers also have high spending power like Nigerians. They are almost on par with their Nigerians counterparts.Mr Price is in other parts of Africa like; Namibia and Botswana, but we are driven by the possibilities available in Nigeria, being a powerhouse of development and economic activities. Despite the fact that some challenges came up, we are very glad with what we have achieved in the last year.

    What are your strategies?

    Our strategy in the area of property acquisition is to set up about twenty-five to thirty stores in the next three years.

    Due to the rate of development, there are a number of potential sites that have been found. Obviously, not every store will be in a shopping centre or a shopping mall like they have it in Lagos. There will be stand-alone stores. Stores with well established Nigerian retail companies will also be set up.

    We will have landlords develop properties to our specifications; renovate some properties to fit into our business. By and large, we will not only set up stores in shopping centres, it will be a combination of both the shopping centres and the stand-alone stores.

    What challenges are you facing?

    Competition against local market is a major challenge for Mr Price, being able to cope with other international retail brands entering Nigeria is a test.

    And this is because there is a shopping culture embedded in the minds of an average Nigerian that they should shop in the local market. However, our prices are very affordable and we offer quality products.

    Though it’s pretty difficult to reverse that culture, the store is to find ways to attract these consumers to and make them experience a different type of shopping and still get the same quality and value.

    Have you studied the Nigerian culture?

    We have shape our merchandise to accommodate the Nigerian climate. In terms of logistics, it’s not as easy with the traffic to get stocks to the stores in a timely manner. I think we’ve managed to get a good idea of the landscape over the last one year.”

    How has Nigerian employees benefited from you?

    Beyond financial investments, a more important factor is to invest in human capital. That is, investing in people, helping to develop new talents and creating job opportunities for the country. The minimum number of employee we have is two hundred workers.

    What do you have to say concerning the fire incident last month?

    I praised the fire service for the manner at which they handled the fire incident in the shop last month. The evacuation was world-class and I think I must mention it

    What are you expansion plans?

    Generally, our plan is to open about 25 to 30 stores in the country. I think if we can get to that it will be a big success. It will be beyond our expectations. We would have opened four more by April and we think with this, we are on the right track. In other words, if we can roll out 25 to 30 stores in three years, then we would have surpassed our expectations. Primarily, we think Lagos is so big and we think there are so many opportunities here that even if we open ten stores in Lagos, we will only be scratching the surface.