Customer experience expert gives her take on how it all went wrong for the once-powerful global company that lost its brand values.
Popular North African grocery app now targets continent’s southern tip
By our News Team | 2022
Algerian-founded mobile app says it sees the potential of South Africa’s growing online shopping audience.
Yassir, the super app claimed to be the most valuable start-up in North Africa, has announced that it will soon be launching its on-demand grocery delivery services in South Africa.
Founded in 2017 by Algerian native and Stanford University PhD, Noureddine Tayebi, the Yassir mobile app has expanding its footprint to six countries and 45 cities, where it is used by more than eight-million users.
‘Yassir’ means ‘easy’ in Arabic, which speaks directly to the company’s mission to make people’s lives easier, says Yassir South Africa General Manager, Timothy Kiluba, in a media statement.
Yassir South Africa General Manager, Timothy Kiluba (Photo credit: Yassir)
“More than another grocery delivery service, Yassir aims to completely transform customers’ shopping experiences through offering unprecedented convenience, with targeted delivery times of just under 30 minutes,” Kiluba states.
Yassir claims a more affordable shopping experience
“Our platform offers a one-stop-shop marketplace for thousands of products that are all housed and transported from dedicated sites that are exclusive to Yassir, ensuring quick and easy delivery right to our customers’ doorsteps. And, unlike other apps, we do not inflate product prices on our platform, providing a far more affordable shopping experience.”
According to Kiluba, customer experience and simplicity of use are key USPs of the app.
Having raised US$193.25-million in the five years since the company’s launch, it is now the most valuable start-up in North Africa and one of the highest-valued companies in Africa and the Middle East, Yassir claims in its media statement. The company has a presence in Algeria, Morocco, Tunisia and parts of French-speaking Africa,
The app now plans to use its funding to drive its expansion into other parts of the continent, beginning with South Africa, where the grocery delivery market is growing exponentially. According to recent Statista research, the SA market is expected to grow to 7.3-million users by 2027 and see compound annual growth rates of 12.5% for the next five years.
“As one of the largest and most developed countries on the continent, South Africa represents an enormous opportunity for Yassir, with a rapidly expanding grocery delivery market as more consumers move online. We’re very excited to be bringing our platform to the local market and hope to play a large part in driving the industry’s growth as local households enjoy the benefits of our services,” Kiluba says.
Continent set to outpace projected global average and be the second-fastest-growing region after Asia, says macro-economic report.
Gathering is for the growing number of OOH entrepreneurs in Africa who are pioneering new ways to reach increasingly affluent audiences.
At least four global conglomerates have announced they are exiting the country. There are concerns that more may follow.
Youth agency discusses key marketing trends that will resonate with Generation Z consumers in an authentic and impactful way.
Two industry bodies team up to establish clear and consistent definitions and measurement guidelines for ads in Augmented Reality campaigns.
Study emphasises the impact of nostalgia on consumer behaviour, and how typography in ads and marketing material is a key influencer.
News reports say 14 infringement notices are being issued to organisations for contravening consumer-protection laws.
Brands will need to understand and tap into culture in a more nuanced and empathetic way than ever before, says Ogilvy.
This year’s conference and awards dinner takes place at Victoria Falls in May, under the theme ‘Elevate-Innovate-Thrive’.
Kalu has been with the agency since 2016 and brings a wide range of experience and professional expertise to his new role.