Regional Retailer Tuskys Unveils Strategy to Counter Growing List of Multinational Competitors

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Regional retailer, Tusker Mattresses Limited has confirmed plans to safeguard its interests in Kenya’s local formal retail market as multinational retailers continue to set up shop in the country. In a strategic plan founded on sustained partnerships with locally based suppliers, manufacturers and customers, the retailer – popularly known as Tuskys – 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.

“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 Ksh60 million ($580,000) 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). The number of orders placed for gift vouchers by local institutions he noted has grown 100% with gift voucher revenues expected to hit the Ksh700 million ($6.8 million) this year.

The launch of the campaign, Githua added is also a showcase of growing retailer-supplier relations as the reward programme is supported by scores of key supplier brands including: Coke, Minute Maid, Monster, Ilara, Delamere, Imperial Leather, Morning Fresh, Glade, Johnson & Johnson, Samsung, Luminarc, and Philips among others.

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