KBL launches a new e-commerce marketplace to increase online sales

Nairobi, Kenya, April 1 – Kenya Breweries Limited (KBL) has launched a direct-to-consumer digital marketplace to meet customer demand for quick, easy and convenient shopping.

KBL’s thebar.com matches Diageo’s global online platform ‘the bar’ following a successful test in the Kenyan market following Covid-19.

It replaces Party Central, the company’s popular platform that helped liquor consumers order KBL products online.

The upgraded platform connects online consumers to KBL’s products from traditional distributors, supermarkets, resellers and key retailers, making it the first of its kind at its scale in Kenya.

Through the site, customers will have access to high-quality products at great prices directly from the breweries and distilleries where they are produced, personalized activations, special offers and tiered packages tailored to their needs.

The site is age restricted.

This is part of KBL’s accelerated digital strategy to reach new audiences and improve sales and profitability – reflecting changes in shopping behavior and heightened e-commerce awareness in the wake of Covid-19.

KBL Managing Director Joseph Musunga said, “This innovation will not only help us extend the gains we have made recently with Party Central by helping our consumers access our products when they need them, but also leverage taken advantage of technology to adapt to new consumer trends in the way we socialize. inside and outside the house. By inspiring, educating and ensuring they have access to everything in our portfolio, we embark on a new adventure with our customers. »

Joel Kamau, Commercial Director of KBL: Our resellers will benefit from an additional free route to reach their customers across the country, access to all the articles of our brands and a unique opportunity to present their activities using the market positioning of TheBar. Opportunities.”

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Beverage purchases in Kenya are expected to be driven by growth in mobile internet usage, an increase in smartphone usage, led by a young population, and the expansion of on-demand deliveries, particularly by motorbikes (boda-boda) as a last mile option. .

Kenyans account for a significant number of mobile money accounts and payment solutions in Africa. According to the Kenya National Bureau of Statistics (KNBS), the number of newly registered motorcycles increased by 16.2% between 2019 and 2020, securing the last mile delivery sector.

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David A. Albanese