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Cracking the Code – Unravelling the Complexities of Omnichannel Communication Excellence in the Retail Space

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By James Gachie, Industry Lead at Infobip

Implementing an effective omnichannel communication strategy can provide retailers with a distinct edge in the competitive market, but the move can also present significant challenges for businesses operating within the ever-changing landscape of modern retail.

To overcome these hurdles and unlock the full potential of their omnichannel strategies, retailers should look to partner with the right communication technology specialist, invest in the appropriate technology and continually adapt to shifting customer expectation.

Omnichannel communication refers to a customer-centric approach that allows enterprises to integrate various channels and touchpoints to provide a seamless and consistent experience across all interactions with the customer.

A successful omnichannel communication strategy starts with integrating channels, meaning that a retailer must ensure that all communication channels are interconnected, working together to provide a synchronised experience for the customers. Secondly, it requires personalisation and contextualisation, which entails leveraging customer insights to deliver tailored recommendations and offers. In addition, customer engagements need to be contextualised, meaningful and targeted.

Lastly, an effective omnichannel approach must include aspects of data integration and analytics to guide decision-making regarding ongoing customer engagements. Data collected from various channels and touchpoints should be integrated into a single platform, enabling the organisation to invest wisely in the channels that exhibit the highest growth and yield the best results.

Difficult to achieve

Attaining a comprehensive omnichannel strategy is often difficult to achieve, due to the high technological complexities involved in its implementation, often becoming a major stumbling block for many businesses. For example, integrating multiple communication channels and touchpoints can be technically complex, especially in environments where multiple vendors offers different channels. However, by partnering with the appropriate communication technology partner, organisations can access a unified platform and comprehensive overview for all customer interactions across various channels, thereby simplifying the process and mitigating complexities.

Another common challenge around omnichannel implementation is that of data management and integration. For an omnichannel communication strategy to work, a company must rely on effective data management across various channels. Unfortunately, this is no easy task when coupled with the need to meet data privacy, accuracy and consistency requirements.

To implement an omnichannel communication strategy, a retailer must assess its current systems and infrastructure to identify the gaps and mutations that may hinder a seamless integration. From there, they should deploy a unified commerce platform that will act as a central hub for managing and integrating various channels and touchpoints and cross channel data synchronisation.

By synchronising customer data, organisations can establish a singular, reliable customer database that relies on first-party data to build detailed customer profiles that enables communication that is personalised and contextualised. Integration of customer data from various touchpoints further enables segmentation and customer profiling based on diverse metrics, including gender, geographical location, and age, for example.

Evolving customer expectations

However, retailers must also ensure that they stay ahead of evolving customer expectations and adapt their strategies to deliver consistent and personalised experiences across different channels in their omnichannel communication strategy. This is where personalisation at scale or hyper personalisation comes into play.

By leveraging customer data for segmentation and customer profiling, retailers can deliver a personalised experience and provide product recommendations, promotions and messaging targeted at either individual customers or segments. To achieve this at scale, companies will need to leverage Artificial Intelligence (AI) and automation, which will not only ensure that the messages reach the right individuals, but also keep profiles updated by constantly tracking customer behaviour.

To successfully implement an omnichannel communication strategy, companies should explore partnerships and collaboration, mainly because building these tools and solutions is not the core business of retailers. At the same time, retailers should also embrace cloud solutions that will allow them to scale, to be flexible and to assimilate integration across their existing solutions.

As the retail landscape moves towards conversational everything – marking, support, experience, and commerce – an experienced partner is key to supporting retailers to deliver personalised customer engagements, implement communication strategies and capitalise on the growth of conversational formats.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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Governor Hyacinth Alia Named Among Nigeria’s Top 50 Digital Economy MVPs for 2025

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Benue State Governor, Rev. Fr. Dr. Hyacinth Iormem Alia, has been named among the “50 Most Valuable Personalities (50MVPs) in Nigeria’s Digital Economy 2025,” a prestigious recognition celebrating visionary leadership in technology-driven governance.

Governor Alia’s administration has prioritized digital inclusion and ICT development, introducing groundbreaking initiatives that position Benue State at the forefront of Nigeria’s digital economy. Under his leadership, the government has established three key institutions: the Ministry of Communications, Innovation & Digital Economy, the Benue State Digital Infrastructure Company (BDIC), and the Benue State Digital Infrastructure Services Management and Enforcement Agency (BENDISMEA).

Since assuming office, Alia has launched several digital initiatives, including training over 40,000 civil servants in e-governance tools and equipping 10,000 youths with digital skills. Additionally, the government has set up 276 e-commerce hubs across council wards to support local businesses and young entrepreneurs.

The BDIC, a core driver of Benue’s tech transformation, has spearheaded projects in digital financial inclusion, AI education, and broadband expansion. The state has also partnered with the Digital Bridge Institute (DBI) to establish digital training hubs in all local government areas, targeting 23,000 trainees annually.

Alia’s recognition as one of Nigeria’s top digital leaders will be formalized at the West Africa Convergence Conference (WACC) 2025, scheduled for May 22 at The Colosseum, Lagos. The annual event, organized by Knowhow Media, brings together policymakers and innovators shaping Nigeria’s digital future.

Speaking on the selection process, Dr. Sola Afolabi, Chairman of the 2025 Nomination Committee, praised Alia’s contribution, describing his digital initiatives as “transformational steps that set the benchmark for technology-driven governance.”

Previous editions of the 50MVPs in Nigeria’s Digital Economy have honored notable figures such as Minister of Humanitarian Affairs, Prof. Nentawe Goshwe Yilwatda, and NDPC CEO, Dr. Vincent Olatunji.

Governor Alia’s reforms reflect a broader shift towards digital governance in Nigeria, highlighting the potential of technology to drive inclusive economic growth and efficient public administration.


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5 Things You Absolutely Need to Know About BBNaija Season 10

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Big Brother Naija is set to make a grand return for its landmark 10th season, promising even more excitement and drama for fans across Nigeria.
As anticipation builds for a fresh lineup of housemates, viewers can also look forward to the upcoming BBNaija Season 9 Reunion, which will revisit the memorable moments and unresolved tensions from the last “No Loose Guard” season. With both the reunion and a brand-new season on the horizon, BBNaija is gearing up to deliver a double dose of entertainment that will keep audiences captivated. Here are five things you need to know about the new season:
It’s the First In-Person Audition Since the Pandemic
For the first time since 2020, BBNaija is reigniting the energy of in-person auditions. This pivotal shift echoes the fervor of pre-pandemic seasons, where aspiring housemates queued for hours, showcasing their personalities and dreams firsthand. In Season 5 (Lockdown, 2020), all auditions were virtual, a necessity that continued through Seasons 6 (Shine Ya Eye, 2021), 7 (Level Up, 2022), 8 (All Stars, 2023), and 9 (Pepper Dem Reunion & Pepper Dem, 2019). The return to physical auditions for Season 10 signifies a reconnection with the raw, unfiltered energy that defined the early years of BBNaija, potentially leading to even more dynamic and memorable personalities entering the house.
This Is the Landmark 10th Season
This is the tenth season of the biggest reality TV franchise in Africa. BBNaija continues to lead conversations across Nigeria and Africa. Each season has delivered iconic moments, from unforgettable rivalries to heartwarming alliances, drawing massive viewership. Season 10 aims to celebrate this legacy while ushering in a new era of drama, surprises, and unforgettable personalities.
Auditions Are Completely Free
Just like in previous seasons, the auditions for Season 10 are entirely free. This commitment to accessibility ensures that talent from all walks of life have the opportunity to step into the BBNaija spotlight.
BBNaija Is A Life Changer
The impact BBNaija has on the lives of participants is undeniable. It is best known for launching young Nigerians into stardom. Numerous successful careers, especially in entertainment, started from Big Brother Naija; think Ebuka Obi-Uchendu, Tobi Bakare, Bisola Aiyeola, Neo Akpofure, Mike Edwards, and many more. It is one of the most trusted routes to a better life for many Nigerian youth as it gives a platform to showcase talent, personality and more.
What Fresh Twists Will Biggie Unveil?
The show is renowned for its innovative and engaging twists that keep both housemates and viewers on their toes. Over the years, we’ve witnessed game-changing introductions such as having two houses operating simultaneously, the mysterious presence of Ninjas, the strategic deployment of fake housemates, the dynamic of competing in pairs, and even a talkative parrot that influenced alliances. As we approach the landmark 10th season, we look forward to the new and exciting elements “Biggie” will introduce to shake up the game.
Season 10 isn’t just another chapter in BBNaija’s story, it’s a celebration. Don’t miss your moment. Follow Africa Magic across social media and stay tuned to DStv for the latest updates.

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E-commerce Lessons for Scaling Nigeria’s Food Distribution

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By Diana Tenebe, Chief Operating Officer, Foodstuff Store

Nigeria stands at the cusp of an agricultural revolution with the ambitious plan to significantly transform its food and agriculture sector through the launch of the $510 million Special Agro-Industrial Processing Zones (SAPZ), financed by the African Development Bank and development partners. Fueled by the integration of cutting-edge technologies aimed at boosting food production and ensuring national food security. However, as yields increase, a formidable hurdle remains: the efficient and scalable distribution of this bounty across the nation’s diverse landscapes, often hampered by infrastructural limitations and logistical complexities.

Dr. Bosun Tijani, the Minister of Communication, Innovation, and Digital Economy, recently called on Nigerian farmers to prepare for digital and technologically advanced farming methods, emphasising their crucial role in boosting food production and security. Building upon this call for technological integration, and to truly unlock the full potential of Nigerian agriculture and ensure increased harvests translate to accessible and affordable food for all, the sector can draw invaluable lessons from the operational prowess of e-commerce giants like Amazon. Their success in navigating complex logistics and reaching vast customer bases offers a compelling blueprint for transforming Nigeria’s food distribution network.

Amazon’s dominance in the e-commerce realm is underpinned by a meticulously crafted logistics and supply chain system. Their significant investments in sprawling fulfillment networks, coupled with the strategic deployment of technology for route optimisation and real-time inventory tracking, have created an unparalleled engine for moving goods swiftly and efficiently. Furthermore, their optimisation of last-mile delivery, integration of automation within warehouses, and a hybrid approach blending in-house capabilities with shrewd partnerships underscore their commitment to scalability. This intricate ecosystem is designed to handle massive volumes and adapt to fluctuating demands – a crucial capability that Nigeria’s agricultural sector desperately needs.

Translating these principles to the Nigerian context requires a fundamental shift towards building a resilient delivery infrastructure specifically tailored for agricultural produce. This necessitates moving beyond traditional, often inefficient methods and embracing hybrid transportation models that account for varying road conditions and geographical challenges. Imagine a network that leverages a combination of refrigerated trucks for long-haul transport, smaller vehicles for navigating local terrains, and even innovative solutions like riverine transport where feasible. Integrating technologies like GPS tracking for real-time visibility of produce movement and strategically establishing a network of collection and distribution hubs across key agricultural zones can significantly streamline the flow of goods.

Implementing robust systems for real-time tracking of harvests and produce, mirroring Amazon’s inventory management, will be crucial in minimising spoilage and maximizing freshness as food travels from farm to consumer. Moreover, forging strategic alliances with existing local logistics providers, leveraging their on-the-ground knowledge and infrastructure, can provide a vital springboard for building a comprehensive network without starting entirely from scratch.

Beyond the physical movement of goods, the power of data, a cornerstone of Amazon’s success, holds immense potential for revolutionising Nigerian food distribution. Leveraging data analytics can provide invaluable insights into regional demand patterns, allowing for more accurate forecasting of optimal harvest and distribution times. This data-driven approach can help match agricultural supply with consumer needs with greater precision, reducing waste and ensuring that the right produce reaches the right markets at the right time – much like Amazon utilizes data for personalized recommendations and understanding customer purchase behavior. Imagine farmers making informed decisions about planting based on predicted market demands or logistics providers optimizing routes based on real-time demand fluctuations.

Furthermore, adopting Amazon’s unwavering focus on customer convenience and trust is paramount, especially when dealing with perishable goods. Establishing reliable delivery schedules, ensuring the quality and freshness of produce upon arrival, and implementing transparent processes throughout the supply chain are crucial for building confidence among both farmers and consumers. This might involve implementing quality control measures at various stages, providing clear communication about delivery timelines, and potentially even exploring traceability systems that allow consumers to understand the journey of their food.

Finally, navigating the complexities and dynamism of the Nigerian market demands a long-term vision and a high degree of adaptability, mirroring Amazon’s sustained focus and agility in the ever-evolving e-commerce landscape. The Nigerian agricultural sector must be prepared to iterate, learn from its experiences, and continuously refine its distribution strategies in response to local challenges and opportunities. This requires a collaborative approach involving government agencies, agricultural organisations, technology providers, and logistics companies working together to build a sustainable and efficient food distribution ecosystem.

By strategically adapting these e-commerce-inspired lessons in logistics, technology adoption, data-driven decision-making, and customer focus to the unique context of Nigerian agriculture, the nation can forge a distribution system capable of efficiently handling increased production. This transformative approach is not merely about moving food; it’s about ensuring that the fruits of Nigeria’s agricultural advancements reach every corner of the country, contributing significantly to food security, mitigating the rising cost of food, and ultimately cultivating a thriving and efficient agricultural future for all Nigerians.


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