JUMIA CASE STUDY
Introduction
Jumia is a Pan-African technology company that is built around a marketplace, logistics service and
payment service. They are Nigeria’s no 1 shopping destination.
Problem statement
Problem: Jumia does not currently have any kind of loyalty program or effective reward
program that could increase customer retention, build customer loyalty, develop a unique selling point
and enhance profitability.
Goal: The goal is to build features that will promote Jumia as the no 1 ecommerce product in Nigeria
Solution: The team has put together these features to help reach this goal and solve the problems of the product
User Personas
a. Individuals who have access to a source of income
b. Individuals who are looking to shop with ease for their household items and groceries online without going to the market.
c. Sellers who are looking for an avenue to reach more customers
Assumptions
-Customers are people who earn a decent income
-Customers have the need to buy products without stress,online
-Customers have access to internet
-Customers want a platform where they can shop online
-Customers want to view different varieties of a product.
-Customers want to buy products using different payment options.
Product Vision
To be the biggest e-commerce platform for online purchase of products in Africa .
Product Strategy
-Where are we now?
We are at the growth stage of our product. We currently have a product that takes care of the identified needs of our customers and enables them buy products online with different payment options. Our current currently have an estimated amount of 3 million users in the last quarter.
-Where are we going?
We plan to be the biggest e-commerce platform in Africa. We plan offer loyalty and reward programs to our customers to encourage customer loyalty, increase customer retention and enhance profits. Our platform would be accessible in many languages and on different devices and platform. We would have collaborated with all notable sellers around the country. We aim at getting a minimum of 6million users in each quarter.
-How can we get there?
We intend to set up an agile team that would add features to our current app to ensure that we achieve our goal of customer retention, brand preference and increased profitability. Our growth plans would be reviewed on a monthly basis. Customers feedback would be prioritized in order to make sure that we’re on track with the added features.
Features, User Stories and Acceptance Criteria
Feature 1: Coupon codes.
These are codes given to top customers as gifts to the customer to appreciate them for shopping. With these codes, they are able to get discounts on purchase. It will also be given to customers randomly as a way to encourage them to shop more.
User Story:
As a customer, I want to be able to receive discounts for my bulk purchases so that I can pay less and save money.
Acceptance Criteria:
- Users must buy items worth at least 100,000 Naira.
- User must be a regular shopper
- Users must buy about 20 products or more.
Feature 2: Jumia Star Program
This is a monthly paid service where the user has access to free delivery on all their purchases, exclusive deals, discounts, top notch service and lots more.
User Story:
As a customer, I want to be able register for jumia star program so that I can enjoy it’s benefits
Acceptance Criteria:
- User must register for the jumia star program.
- User must pay the required amount to enjoy its benefits.
Feature 3: Seller’s toppings
This is a program to encourage the top seller every month who achieves certain goals by rewarding them with cash, free gifts and other bonuses. The goal is to increase sales across the various business', encouraging sellers to push out their products more.
User Story:
As a Seller, I want to be able to sell as many products as possible so that I can win the sellers topping of the month.
Acceptance Criteria:
- Sellers must sell the highest number of products in a month.
- Sellers with products having the best feedback/reviews/engagement from customers
Feature 4: Jumia Jago (virtual assistant)
Jago is a virtual assistant for all jumia users which helps with placing orders, tracking orders and helping users navigate the app without stress. It will also automatically connect with the jumia customer service with the permission of the user.
User Stories:
As a user, I want to be able to find help at any time so that my shopping experience can be better.
As a seller, I want to be able to list my products properly so that I can sell more products and reach more customers.
Acceptance Criteria:
- User must have the jumia app installed.
- User must be connected to the internet.
Feature 5: Recommender System
This is a system that recommends products to users based on previous searches or uncompleted purchases.
User Story:
As a user I want to be able to receive notifications and emails of different alternatives of products I have previously searched so that I can have a wide range of options.
Acceptance Criteria:
- User must register with phone number and email addresses
- Recommendations must be based on the users searches.
Feature 6: Point Values(PVs)
These are points attached to each product which when accumulated, can earn the individual a coupon.
Once a user buys a product, he/she gets the PV of that product and it is accumulated until the user is eligible for a coupon.
User Story:
As a user, I want to know how much PVs I have accumulated so that I can qualify for a discount.
Acceptance Criteria :
- user must have acquired a minimum of 750PVs in order to qualify for a coupon.
Feature 7: Referrals
This is a feature where individuals are able to earn PVs or cash by referring others to use the app.
User Story:
As a user, I want to be able to refer customers so that I can get free PVs.
Acceptance Criteria:
- User must register to be a referee.
- User must send their code/link to people they want to refer.
- The new users must use their referees code/link to sign up.
Feature 8: Marketplace
This feature connects buyers and sellers. Small communities of vendors selling similar products are made in the marketplace. This makes it easy for customers who like to purchase in bulk to meet vendors and possibly bargain with them.
User Story:
As a customer I want to be able to bargain with my vendor when buying in bulk so that I can save money.
Acceptance Criteria:
- Users must have the jumia app downloaded.
- Sellers who want to be in the marketplace must signify by registering.
