The COVID-19 pandemic has significantly impacted the way people live, connect, shop and discover. This was more evident during Ramadan, a period of introspection and celebration for nearly 2 billion people. During Ramadan, people want to come together, whether virtually or socially distanced, to share the joy with loved ones. Despite inevitable differences to recent years, we will see the emergence of new discovery and shopping behaviours.
To better understand the behaviours of people who observe Ramadan and who shop for this season, Facebook IQ, Facebook’s insights and research division, in partnership with YouGov, a global public opinion and data company, has unveiled findings of a study conducted during Ramadan 2020, with over 17,000 respondents across eleven countries including Nigeria. Approximately 1,500 interviews were completed with samples that were representative of the adult online population across age, gender and region in each market. The research explored a range of areas, including people’s purchasing and media habits, the impact of COVID-19, the role of influencer content and how communities give back.
The research highlights the booming e-commerce industry is significantly driving the digital economy in Nigeria. Here are six tips for Nigerian brands and businesses to effectively adapt and plan this Ramadan:
Discover new ways to support businesses
The theme of giving back is deeply rooted in Ramadan. People are increasingly giving back with time and money – and this extends to local businesses too. 90% agree that brands should find ways of giving back during Ramadan. As people personally contribute to their communities, they increasingly expect the same of businesses. They want brands to express their values, speak authentically and stand up for causes they care about. In fact, the research also shows that 77% of survey respondents in Nigeria became more interested in a brand after learning about their business practices. That is why brands must raise awareness of their support for local businesses and the community during the pandemic in a clear and simple way.
Discover mobile audiences
During Ramadan, people look to technology, especially mobile, to stay up-to-date and connect with family and friends. They also use mobile to shop and stay entertained. Because of the COVID-19 pandemic, mobile has become the constant companion driving additional time spent on the small screen. The research shows that 52% of survey respondents in Nigeria spend more time using their mobile during the season. This means that more people are now using mobile across discovery, research and purchase compared to going in store. Knowing this, brands must leverage the rise in mobile entertainment and resources to reach the right audience where they are adapting to how and where they like to discover new things.
Creators offer a new source of credibility. Amongst the Ramadan observing and shopping community surveyed in Nigeria, 58% agreed that public figures and celebrities influence their purchasing decisions. They look to public figures for self-improvement content as well as deals, especially when it comes to discovering and purchasing new products and services. Brands must therefore engage with partners and creators to help reach new audiences in an authentic way and should explore collaborating with creators who can inspire, generate deals and announce trends.
Discover new demand
The demand from shoppers to browse and shop safely online is greater than ever as they spend less time shopping in physical stores. According to the research, 67% of survey respondents in Nigeria spent more time shopping online during the Ramadan and Eid season because of COVID-19. On average, shoppers in Nigeria are 3x more likely to feel safer using mobile to shop, compared to in store. This year, brands must understand their audience’s needs and safety concerns when shopping online and on mobile, offering cross-border shoppers a frictionless experience throughout the entire purchase journey, both safely and conveniently.
Discover new opportunities
Ramadan is one of the biggest shopping moments of the year, yet most advertisers switch off spending during this time, based on the misapprehension that most people finish their Ramadan shopping early. People, however, are continually preparing their homes, meals and gifts for loved ones and are looking out for the best deals before and during the season. While 28% of the respondents in Nigeria started planning by March last year, about a month before celebrations started, only 18% had completed their shopping when Ramadan actually started. The research also indicates that the periods just before Ramadan and Eid are the biggest shopping periods. Brands must plan ahead to stay relevant and prepared for these shopping peaks, reminding people of what they love by tapping into their preferences.
Discover bargain hunters
As the impact of COVID-19 is felt locally, shoppers are increasingly price-sensitive and look to Facebook for deals and inspiration. 68% of the respondents in Nigeria look to discover more bargains during Ramadan and Eid. This price sensitivity applies to essentials like food and beverages, as well as to clothing and gift items, making mega sales all the more important during Ramadan. The research also indicates that in Nigeria, 67% of the respondents said they use Facebook platforms for inspiration, research and to discover new shopping ideas.
You can also take a closer look at the FBIQ Ramadan Interactive Report explore, compare and filter the findings to inform your Ramadan planning, understand audience expectations and forge more meaningful connections.
Through Facebook’s partnership with Getty Images, brands and marketers can also access the Yalla Ramadan stock image library to adapt their Ramadan campaigns and find visual inspiration.
CWG Plc gets ISO 27001 and ISO 22301 certifications
CWG also passed the ISO 9001 in Quality Management System recertification audit, which was issued by the SON.
The leading technology solutions provider in West Africa, CWG Plc, has been issued both the ISO 27001 in Information Security Management System and ISO 22301 in Business Continuity Management System certifications.
According to CWG’s Head of Quality Assurance and Business Intelligence, Bunmi Adewunmi, ‘In addition to receiving these certifications, CWG also passed the ISO 9001 in Quality Management System recertification audit, which was issued by the Standard Organization Nigeria (SON).
“We are thrilled that CWG Plc has been awarded the globally acclaimed and coveted ISO 27001 and ISO 22301 certifications in recognition of our dedication towards quality and commitment to the highest level of information and data security management systems,” Adewunmi said in a statement.
The statement added that these certifications reflect CWG’s efficiency and determination in providing impeccable services, which has established the ICT company in four African countries as a world-class brand.
While assuring that CWG Plc will continue to offer high-quality services using international standards the Pan-African ICT company believes that its enthusiasm for developing long-term initiatives is growing and performance at all levels improving too.
Both ISO 27001 and ISO 22301 certifications are internationally recognized standards that define a framework for how modern organizations should manage information and data, as well as the policies and procedures that govern information risk management processes.
The certificates were issued to CWG by Canadian based PECB MS, a global provider of audit and certification services that offer its expertise on multiple fields, including but not limited to Information Security, Quality Management, Business Continuity, Service Management, Health, Safety and Environmental Management. said after an annual surveillance audits, it found CWG Plc to be in accordance with the management system requirements in ISO 22301.
“We hereby certify that the management system of CWG Plc has been assessed and found to be in accordance with the management system requirements in ISO/IEC 27001 and ISO 22301,” the certificates show.
The scope of the certifications includes Human Resources and General Services, Finance and Accounts, Treasury, Software Development, Internal IT Services, Procurement/Logistics, Internal Control, Corporate Development/Quality Assurance & Metrics, Business Development/Product Management, Data Center & DR Sites, Corporate Finance, Brand and Marketing Communications, Legal, ATM Support Operations.
UBA Business Series to equip SMEs with Performance Management Strategies for Organisational Growth
UBA has been assisting with essential tips to help businesses ensure that they stay afloat and remain thriving.
As part of its commitment to support the growth and sustainability of Micro, Small and Medium-scale Enterprises (MSME) in the continent, Pan African financial Institution, United Bank for Africa (UBA) Plc, is set to organise the next edition of its UBA Business Series.
The UBA Business Series which is a monthly event, is an MSME Workshop as well as a capacity-building initiative of the bank where business leaders and professionals share well-researched insights on best practices for running successful businesses, especially in the face of the difficult operating environment that dominates the African business landscape.
Through this initiative, UBA has been assisting with essential tips to help businesses re-examine their models and strategies and ensure that they stay afloat and remain thriving.
The topic for the next edition of the series is ‘ Managing Performance for Business Growth,’ and it will be held on Wednesday, April 14, 2021, via Microsoft Teams. At this session, the Managing Director, Secure ID Limited, Mrs Kofo Akinkugbe, will be sharing useful tips and insights on the key strategies of performance management to boost business growth.
Akinkugbe is the founder of SecureID Nigeria, a MasterCard, VISA and Verve certified Smartcard Personalization Bureau and Digital Technology company. She currently serves as the Managing Director/CEO, Secure Card Manufacturing, – a Smartcard manufacturing plant producing high-security identity cards and documents for the Banking, Telecoms and Public sectors across Africa and beyond.
The capacity-building event is a virtual session which is open to all – including business owners and leaders – and will be held on Wednesday, April 14th, 2021, at 2pm WAT. Interested participants can register via http://bit.ly/UBASMEWorkshopMarch2021
UBA’s Head, SME Banking, Sampson Aneke said of Akinkugbe, ‘with her vast experience garnered over the years from various sectors, she will help business owners understand how performance management strategies can be effectively implemented to ensure business growth’.
He emphasised UBA’s commitment and deep passion for small businesses, which according to him, remains the engine of any developing economy adding, “We know small businesses are the backbone of the economy in every country. In many climes, businesses with fewer than 100 employees account for 98.2% of all businesses. This no doubt captures the importance of SMEs to a thriving economy which is why UBA is committed to seeing them flourish.”
Nairametrics | Company Earnings
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- Nigerian Breweries publishes names of over 100,000 shareholders who are yet to claim their dividends.
- 2020 FY Results: Sovereign Trust Insurance Plc records a 37% increase in profit after tax.
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- BUA Cement Plc announces Board Meeting
- Infinity Trust Mortgage Bank Plc records a 60% increase in profit after tax in Q1 2021.