E-Commerce platforms offer tremendous convenience and safety for consumers in regards to package delivery especially during COVID-19 pandemic. However, even with the resultant growth in the sector, many consumers shopping for essentials still don’t buy as regularly as we would desire.
We put the consumer at the heart of everything we do, and listening through our regular consumer forums, it became clear that the delivery charge incurred per order was actually prohibitive to frequent shopping .
In order to win the love of our consumers, we needed to make online shopping more affordable for everyday purchases.
Responding with Jumia Prime
In response to this, we set about creating a solution to the frequently-cited consumer pain point; “shipping fees”. Drawing on consumer order behavior, looking at average order frequency, value and high repurchase categories, Jumia could identify the consumer group most likely to purchase more if aided by a free shipping program. After testing several pricing methodologies, we were able to optimize a subscription fee that appealed to the regular Jumia consumer, by offering convenience and great value for money, whilst encouraging them to shop frequently.
The result was a membership program called Jumia Prime. The program allows consumers to pay a small fee upfront and get free shipping for all their orders during a specified period. We realized that our most frequent shoppers are more engaged across the Jumia ecosystem, so we extended the free shipping benefit to cover everything on Jumia and Jumia Food.
Today, Jumia Prime is available in major cities across Nigeria, Egypt, Kenya, Morocco, Ivory Coast, Ghana, Uganda, Tunisia & Senegal. Our consumers can use the service to shop for their weekly groceries, as well as any last minute items. They can also get food delivery on-demand during a busy workday. Delivered direct to your doorstep and by eliminating the shipping fee, Jumia Prime gives consumers one less thing to worry about when shopping.
The consumer only needs a bank card or mobile money account to join the Jumia Prime program via JumiaPay. Shoppers can access a one-month trial period, after which they can extend their subscription by opting for a 3, 6 or 12 months subscription package.
Subscribing for Jumia Prime
To sign up for our loyalty program, you can follow these simple steps:
Go to the “My Account” option within the Jumia or Jumia Food app.
Select “Jumia Prime”.
Choose the subscription package with shipping region & duration.
Once payment is complete you will receive an email confirmation that your account has been activated for Jumia Prime.
Your discount will be displayed and subtracted from “Total to Pay” at checkout .
The performance so far
Our loyalty program has been running for nearly one and a half years with thousands of consumers enjoying Jumia Prime benefits so far. Beyond purchasing groceries and other day-to-day necessities, our program has gained extra popularity in this region thanks to Jumia Party, the on-demand alcohol and beverages delivery service. It complements the Prime offer as consumers can order what they want, when they need it, hassle free.
The program is also widely used by Jumia Food consumers in Kenya who enjoy free delivery on recurring meals whether at work or at home.
Additional benefits
In addition to free delivery on all orders during your subscription period, our loyalty program also comes with a number of other benefits such as:
A 5% discount on select brands.
Exclusive Prime member deals (these are product offers exclusive only to Jumia Prime Members).
During Jumia Anniversary in June 2021, a 10% discount on the first order placed as a Jumia Prime member plus a dedicated voucher worth $6.00 (650 Ksh) valid once on both Jumia and Jumia Food.
Instant refunds when you return an item.
Express and contactless deliveries that help to curb the spread of COVID-19 during package drop-offs.
It’s also worth noting that we can partner with brands and enable them to tap into the high-loyalty behavior of Prime members through different approaches such as Brand Visibility and Referrals, Prime Member Benefits Participation and Jumia Advertising.
Through our Jumia Prime program, we hope to continue rewarding our loyal consumers while also creating unique opportunities for sellers to grow.
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Nelly Kihenjo
Campaigns Manager and Prime Lead for Jumia Kenya
I started my journey at Jumia in 2018 as a fashion intern in Jumia Market. I now manage all the Jumia campaigns and special projects such as Jumia Prime, for which I'm the country lead in Kenya.