Marketing Strategies of Supermarkets in Kinshasa

The author takes the opening of the Peloustore supermarket in Kinshasa in 1990 as his starting point. Shortly thereafter, other stores began opening there, such as Alimentation Express, Extra Plus, and Kin Marché. Lebanese and Indian investors entered the Congolese market. Supermarkets sprang up here and there, each bringing its own touch of innovation.In the 2010s, supermarkets multiplied, shopping malls began to appear, and the expansion of self-service stores in most of Kinshasa's municipalities became a reality. Today, supermarkets can be found in every municipality of Kinshasa. They have become an integral part of the socioeconomic landscape; this is a tangible reality. They offer a wide variety of food and household products aimed at clearly identified target audiences (families, professionals, young adults, expatriates, etc.). Operating in a competitive environment, each supermarket develops its own strategy for attracting new customers and building loyalty (promotions and price reductions, targeted advertising, events, product tastings, local partnerships, exceptional customer service, loyalty programs, bonuses and point accumulation, regular communication, surveys and feedback, exclusive promotions, etc.).

Pagina's: 104, Paperback, Our Knowledge Publishing