sense of wellbeing , harmony and good living .
One of the largest elements in our overall mix with these groups is this connection with the consumers . It allows us more intimate conversations with our consumers , which we would not realize if we just had a mass media communication such as TV or radio . We still have mass media as part of the mix , but we engage on ground with our customers .
We also have that engagement through the social media , which is an impactful channel . We apply this either on a global awareness program or if targeting custom groups .
This is effective especially in countries where internet penetration is high ; we can reach our consumers on digital platforms , on multiple times to achieve expected targeting .
All in all , the recurrence of existing users is fluid . However , we have a loyalty program , from which we see 92 % of the African consumers within the loyalty program conduct business with Xpress Money month on month transaction . This is measured on a 30-days cycle .
With such a large audience , how do you effectively reach , and manage all these groups and measure your ROI from all of them ?
We have a set of partnerships , which could be banks , exchange houses , non-banking companies , and retail chains …
Mr . Ashwin Gedan , VP Global Marketing , Xpress Mnoey etc . Each of the partners has their own networks that they work with , whether communities , customer groups , or a diaspora set . This helps us reach to specific groups , and create those targeted messages .
We don ’ t look at every activity always from an ROI perspective , but mostly from an overall level . Some of these engagements may include social interventions , so it may not always be measurable . However , most campaigns , whether global or targeted ( micro campaigns ), are measurable .
From the mix of channels and use in all these different groups , is there any one channel you can highlight as more effective ?
The objectives of every medium are different . If we use TV or Radio , we want to create that awareness and bring in the numbers . So there is that incremental number that we measure through research . If we want to look at increasing in volume of transactions , customer acquisition or conversion , we review the direct channels . The use of direct messaging like SMS for retaining customers is effective because a customer will always provide the correct number to transact . So it ’ s about having an optimal mix for a certain objective .
The African diaspora community is made up of so many groups and sub-groups . How do you address the cultural nuances / sensitivities in communication with all the different groups , given it ’ s about money matters ?
Cultural sensitivities are a tough area . We try to be as careful as possible so as not to transgress on any group ’ s sentiments , across diaspora . We have diverse nationalities working with us , mainly from our main markets . Hence , we usually check with them when we want to run a specific campaign . This helps to check the effectiveness , make a cultural check – that it ’ s not offending at all , it ’ s in the right manner , the language , context and tone are appropriate . So when we design a communication , we have always keep such elements in mind .
Do you only target the remitters ? We target both the remitter and the receiver . A transaction is never complete without both , especially as they are in different markets . In the receiver market , we target visibility . The receiver can then become an influencer by advising the remitter on the presence of the medium and an outlet .
What is the profile of your customers for the African corridor , say from the UAE ?
Mostly in the age between 22 and 50 years , most work within the services industries and money is mostly for family maintenance . A high proportion remits an average of US $ 200 – US $ 300 per transaction . Most use the mobile transaction , which has a limit on volume and value of transaction . For instance , for mobile transaction , a Kenyan can send up to US $ 680 per transaction , and Xpress Money allows up to 5 such transactions within a month .
Where do you find yourself within Africa in the next 5 years ?
We are working with a lot of partners . Collaboration is one of the key areas , which has helped keep our cost very low . We therefore see that a large part of these partnerships will continue in Africa . Africa is now positioned as a key-growth market .
The intra-Africa movement is growing , and we are now deepening this , as the volumes arehealthier . We do a lot of intra-Africa transactions , for instance , South Africa to neighboring countries , or to Nigeria or Kenya . In addition , as the continent opens borders , there are a lot of internal migrations within and as this takes place , a lot of growth is expected .
This interview was run by our Marketing Information Columnist Mr . Isaac Ngatia who is a marketing research consultant within the Africa and Middle East region . You can reach him on this and related matters via email at : itngatia @ gmail . com or on Twitter @ IsaacTN .