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How seamless payment experiences make retail brands more valuable and relevant (By Gilbert Lungu)



How seamless payment experiences make retail brands more valuable and relevant (By Gilbert Lungu)

Compared to cash, a digital payment handled and administered only by one customer is a significantly more hygienic in-person payment method

LUSAKA, Zambia, December 1, 2021 / APO Group / –

By Gilbert Lungu, Country Manager for Zambia at Cellulant (

As established brands in the retail sector compete aggressively to acquire, cultivate and defend their share of Zambian consumer spending, those that connect, engage and transact in the most unified and frictionless way will be best positioned to increase the wallet and market share.

Today’s grocery store, be it a multinational retailer or your neighborhood corner store, has been transformed into a shopping destination where consumers can purchase everything from a fresh cup of coffee to sipping as they walk through. the hallways, to flowers and prescription drugs. But far from being places for discretionary spending, COVID-19 made it very clear that these stores, and more broadly this sector, are vital to households in Zambia, a trend that was even more evident in markets that impose full and mandatory closures. .

The pandemic introduced new challenges for Zambia’s many retail sector players, with everything from day-to-day store operations to supply chain management requiring meticulous planning and implementation to protect suppliers, employees and customers. As this was going on, awareness and adoption of digital-first grocery experiences, particularly from a payment perspective, were steadily growing.

Consumer payments and the COVID-19 pandemic

According to Business Insider, The Payments Forecast Book 2019: Global Payments, by 2024, global consumers are expected to make 1.1 trillion non-cash payments as they purchase goods and services using a mix of mobile, online and connected devices. .

Over the past two years, COVID-19 has not only supercharged payment trends that were already in motion, but it has also changed important aspects of the consumer experience. The way customers shop and pay has changed rapidly since before 2018. Also, their expectations of how they should pay have changed. For retailers embracing this shift, this shift in consumer expectations is an opportunity to create more valuable and sustainable relationships with consumers.

Compared to cash, a digital payment handled and administered only by one customer is a significantly more hygienic face-to-face payment method.

It goes without saying that the need for hygiene transcends checkout lanes to flower, pharmacy, and customer experience departments. Enabling contactless and digital first payment options in these high touch zones helps protect employees and customers and provides a superior payment experience. Looking at merchants, in 2020 our data reveals an increase in the use of digital payments as consumers look to limit their use of cash. For example, according to data released by the Bank of Zambia (BoZ) in June 2020, the number of mobile money subscribers grew 38% from March 2020 and active mobile accounts increased 30%. The value of mobile money transactions also increased by 16%. This data is indicative of the increase in the diversified use of mobile money as a means of payment for goods.

As an example, Cellulant created Tingg for the same purpose: to provide a single digital payments platform aimed at addressing the complex payment needs of businesses. The solution has already made it easier for companies like Ross Breeders, Real Meat, Chicken Inn / Pizza Inn / Creamy Inn, Lake Harvest, and many other high-volume businesses to accept mobile money payments and create a safe, secure and seamless environment. experience for your customers.

At Cellulant, we strongly believe that retailers who adopt digital payment solutions that enable simple and rewarding experiences for customers, from checkout to checkout, will realize and maintain a digital competitive advantage.

Digital payments provide a convenient and secure way to pay customers. For both small and large businesses, they reduce the risk associated with handling cash, manage customer queues, provide the opportunity to grow your customer base, and ultimately improve revenue and profitability. The provision of digital payment options will serve as a competitive advantage for companies that want to win in this new reality.

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