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How Discount Solutions Can Drive Customer Loyalty in Africa

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In Africa’s economically diverse and highly competitive market, building customer loyalty has never been more important for businesses. The continent’s consumers are highly price-sensitive, driven by the need to get a bargain or good deal on purchases. Indeed, research on consumer behaviour indicates that affordability and value for money are top considerations for many Africans when making purchasing decisions.

For businesses seeking to stand out and thrive, discount solutions such as those offered by SeerBit provide a powerful way to attract and retain customers. These strategies not only build trust but also inspire repeat patronage, turning casual buyers into lifelong advocates.

Discounts also tap into cultural values and purchasing behaviours that vary across regions, ensuring that businesses connect deeply with their target audiences.

Importance of Discounts in African Markets

Economic factors play a critical role in the effectiveness of discounts. With much of Africa’s population operating on tight budgets, discounts act as a motivating factor that makes goods and services more accessible. For example, a promotional discount can help a consumer purchase essential household items without financial strain. Beyond economic incentives, discounts also tap into emotional triggers that foster brand loyalty. When customers feel they are getting a good deal, they are more likely to associate positive emotions with the brand, enhancing long-term relationships.

Moreover, discounts provide businesses with a competitive advantage in saturated markets. By strategically offering discounts, companies can differentiate themselves from competitors, encouraging customers to choose their products or services over others. This advantage is particularly crucial in sectors like retail and e-commerce where customer retention is key to growth and sustainability.

Popular Discounts Models for African Consumers

Different discount models resonate with African consumers, depending on their needs and cultural contexts.

Loyalty-based discounts: Loyalty-based discounts rewards repeat customers with exclusive deals, encouraging them to continue patronising the business. For instance, a business offering a discount after a specific number or value of purchases not only builds customer trust, but also boosts sales through consistent engagement. This strategy appeals to customers who value recognition for their loyalty.

Seasonal promotions: Seasonal promotions linked to cultural and local events are another effective strategy. For instance, during festive seasons like Ramadan, Christmas, Valentine’s Day, etc., businesses can provide discounts on relevant products, creating an emotional connection with customers while driving sales.

Referral discounts: These are equally impactful, as they leverage word-of-mouth marketing by rewarding existing customers for introducing new ones. This type of discount encourages social proof and expands the business’s customer base organically.

Flexible payment options: When tied to discounts, these are especially powerful in Africa, where digital wallet adoption is growing rapidly. Discounts that incentivise customers to use mobile money or other digital payment methods promote financial inclusion while simplifying transactions. For example, offering a small discount for payments made via platforms like M-Pesa encourages faster adoption of these tools, while enhancing customer satisfaction.

The Role of Technology in Delivering Discounts

Technology is revolutionising how discounts are designed and delivered. Mobile payment systems allow businesses to integrate discounts seamlessly into their platforms. Customers receive instant cashback or discounts at checkout, enhancing convenience and satisfaction.

AI-powered personalisation further elevates the experience by tailoring offers to individual preferences. By analysing customer behaviour, AI algorithms suggest discounts on products that customers are more likely to purchase, increasing conversion rates. This level of personalisation fosters a sense of exclusivity, encouraging customers to return.

Data analytics also plays a crucial role in optimising discount strategies. Businesses can track customer responses to various discount campaigns, identifying what works and what doesn’t. This data-driven approach ensures resources are allocated efficiently, maximising ROI. Companies like SeerBit have built platforms that support instant cashback and reward programs, simplifying the management of discount campaigns for businesses across industries.

Real-World Success Stories

Across Africa, businesses are witnessing tangible benefits from well-implemented discount programs. Jumia Black Friday sales is an example of a successfully implemented discount program. For example, in 2021, Jumia’s Black Friday revenue increased by 30% to $150 million, and it has continued to experience a year-on-year increase. TEMU is also a recent and very good example of a brand that has leveraged discount offerings to drive customer adoption and repeat patronage.

Common Challenges and Solutions

While discounts are highly effective, there are a few challenges that some businesses still have to navigate

Over-discounting: Over-discounting is capable of eroding the profit margins of business. To avoid this, companies should align discounts with broader business goals, offering them strategically rather than indiscriminately.

Fraud: This is a present concern with digital transactions. Secure payment gateways, such as those offered by SeerBit, help mitigate these risks by verifying transactions and ensuring transparency.

Transparency: This is essential for maintaining customer trust. Clear communication about terms and conditions prevents misunderstandings, ensuring customers fully understand the value of the discounts offered. Businesses that prioritise transparency in their discount programs are more likely to build loyal customer bases.

Best Practices for Implementing Discounts

Successful discount programs are built on strategic planning and execution.

Align discount strategies with business goals: This can be to drive sales, enhance customer retention, or increase market share.

Use clear messaging: Discounts should be communicated through engaging campaigns on social media, email and other marketing channels. For instance, using visually appealing graphics and videos of winners can make discount promotions more attractive and authentic.

Promote discounts effectively through social media, email campaigns and partnerships.

Monitor and measure the ROI of discount initiatives. By analysing metrics such as redemption rates and customer feedback, businesses can refine their strategies to achieve better results.

Why Discount Solutions Represent Game-Changer for Businesses

Discount solutions play a critical role in the successful implementation of discount programs. They enable businesses to automate processes like instant cashback and reward allocation, reducing the administrative burden and enhancing customer experience.

SeerBit’s secure and user-friendly discount solution is designed to support innovative discount initiatives tailored to African markets, empowering businesses to deliver value seamlessly. The SeerBit Discount Feature enables businesses to configure and apply discounts based on their unique requirements to suit various product/service types.

With businesses often struggling to implement and manage discounts effectively, leading to missed sales opportunities and customer dissatisfaction, the SeerBit Discount Feature addresses this challenge by providing a user-friendly solution that streamlines the discount configuration process, enabling businesses to attract customers, boost sales and enhance customer satisfaction.

The SeerBit Discount Feature is ideal for businesses of all sizes across various industries, including retail, e-commerce, hospitality and more.

How it Works

With the SeerBit Discount Feature, businesses can access and set up discounts using card BIN with options to specify single or multiple card BINs. Alternatively,  discounts can be set up based on payment methods. In addition, the SeerBit Discount Feature allows businesses to decide how the discount is applied. This could be via flat amounts or as a percentage on their prices, thereby encouraging flexibility and convenience.

Users can also define the period for the discount, including start and end dates. This feature allows businesses to schedule discounts in the future or deactivate upcoming discounts

Discount solutions are a proven strategy for driving customer loyalty in Africa. By leveraging technology, understanding market dynamics and adopting best practices, businesses can create meaningful connections with their customers. As competition intensifies, staying ahead requires not just offering discounts but delivering them strategically.

 

 


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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

General News

Moove Plans to Raise $1.2Bn Debt Round for US Autonomous Vehicle Expansion

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Moove, an African mobility fintech startup, is on a quest to secure a $1.2 billion debt financing round to support the rollout of a fleet of autonomous vehicles.

This is in partnership with Alphabet Inc.’s Waymo in the United States, according to a Bloomberg report citing sources familiar with the matter.

The startup has since attracted backing, including from Uber Technologies Inc., and entered a strategic partnership with Waymo in December 2024 to provide financing for self-driving cars.

Ladi Delano, co-founder of Moove, noted that the company has a solid financial track record.

“Moove has built strong relationships with some of the world’s leading lenders. We have also fully repaid our first-ever debt facilities, which signals our maturity and marks a key milestone that demonstrates the strength of our platform as we enter the next phase of global autonomous-vehicle infrastructure deployment,” he said.

The round is reportedly oversubscribed, with strong participation from private credit firms and banks.

Waymo has also not made any official statement regarding the funding round. While final details are expected to be concluded in the coming weeks, the deal will mark a significant milestone for the firm as it ramps up its global ambitions.

Founded in 2020 by Nigerian entrepreneurs, Ladi Delano and Jide Odunsi, Moove began by providing vehicle financing for ride-hailing drivers in Africa’s largest cities.

 


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Firm Explores the Evolution of AI-powered Ransomware with Password-gated Capabilities

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Kaspersky experts have revealed the inner workings of FunkSec — a ransomware group that illustrates the future of mass cybercrime: AI-powered, multifunctional, highly adaptive and operating on volume with ransoms as low as $10,000 to maximise profits.

Kaspersky’s Global Research and Analysis Team (GReAT) constantly monitors the ransomware threat landscape, where attacks continue to rise. According to the company’s latest State of Ransomware report, the share of users affected by ransomware attacks worldwide increased to 0.44% from 2023 to 2024, up by 0.02 percentage points.

While this percentage may appear modest compared to other cyber threats, it reflects the fact that attackers typically prioritise high-value targets rather than mass distribution, making each incident potentially devastating. Within this evolving landscape, FunkSec has emerged as a particularly concerning threat.

Active for less than a year since its emergence in late 2024, FunkSec has quickly surpassed many established actors by targeting government, technology, finance and education sectors. What sets FunkSec apart is its sophisticated technical architecture and AI-assisted development.

The group packages full-scale encryption and aggressive data exfiltration into a single Rust-based executable, capable of disabling over 50 processes on victim machines and equipped with self-cleanup features to evade defenses.

Beyond its core ransomware functionality, FunkSec has expanded its toolkit to include a password generator and a basic DDoS tool — both showing clear signs of code synthesis using large language models (LLMs).

FunkSec’s approach reflects the evolving landscape of mass cybercrime, combining advanced tools and tactics. Kaspersky’s GReAT experts highlight the key features that define their operations:

Password-Controlled functionality

GReAT experts discovered that FunkSec ransomware features a unique password-based mechanism that controls its operation modes. Without a password, the malware performs basic file encryption, while providing a password activates a more aggressive data exfiltration process in addition to encryption to steal sensitive data.

FunkSec packs full-scale encryption, local exfiltration and self-cleanup into a single Rust binary—without a side-loader or a companion script. That level of consolidation is uncommon and gives affiliates a plug-and-play tool they can deploy almost anywhere.

Use of AI in development

Code analysis shows that FunkSec is actively using generative artificial intelligence to create its tools. Many parts of the code seem to be automatically generated rather than manually written. Signs of this generic placeholder comments (such as “placeholder for actual check”) and technical inconsistencies, like commands for different operating systems that don’t align properly. Additionally, the presence of declared but unused functions—such as modules included upfront but never utilised — reflects how large language models combine multiple code snippets without pruning redundant elements.

“More and more, we see cybercriminals leveraging AI to develop malicious tools. Generative AI lowers barriers and accelerates malware creation, enabling cybercriminals to adapt their tactics faster.

By reducing the entry threshold, AI allows even less experienced attackers to quickly develop sophisticated malware at scale,” comments Marc Rivero, Lead Security Researcher at Kaspersky’s GReAT.

High-volume, low-ransom strategy

FunkSec demands unusually low ransom payments, sometimes as little as $10,000, and pairs this with the sale of stolen data at discounted prices to third parties. This strategy appears designed to enable a high volume of attacks, helping the group quickly establish its reputation within the cybercriminal underground. Unlike traditional ransomware groups that seek million-dollar ransoms, FunkSec employs a high-frequency, low-cost model — further underscoring its use of AI to streamline and scale operations.

Expands beyond ransomware

FunkSec has expanded its capabilities beyond the ransomware binary. Its dark leak site (DLS) hosts additional tools, including a Python-based password generator designed to support brute-force and password-spraying attacks, as well as a basic DDoS tool.

Advanced evasion

FunkSec employs advanced evasion techniques to avoid detection and complicate forensic analysis. The ransomware is capable of stopping over 50 processes and services to ensure thorough encryption of targeted files. Additionally, it includes a fallback mechanism to execute certain commands even if the user launching FunkSec lacks sufficient privileges.

 


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IMF Raises Nigeria’s 2025 GDP Growth Forecast to 3.4%

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International Monetary Fund (IMF) has projected a 3.4 percent expansion in Nigeria’s real Gross Domestic Product (GDP) for 2025, following the conclusion of its annual Article IV consultation with the country.

The IMF announced the forecast in a statement on Wednesday, highlighting progress in macroeconomic reforms while cautioning about persistent vulnerabilities.

The Article IV consultation is a regular assessment of a country’s economic performance and policy framework by the IMF’s executive board. The latest review reflects cautious optimism about Nigeria’s economic trajectory amid ongoing reform efforts.

According to the IMF, Nigeria’s growth in 2024 reached 3.4 percent, mainly driven by increased hydrocarbon production and a robust services sector. However, agricultural output remained subdued due to security challenges and falling productivity.

The IMF expects the positive momentum to continue into 2025, supported by the start of operations at a new domestic refinery, higher oil production, and sustained performance in services. It projected that medium-term growth would remain around 3.5 percent, buoyed by domestic reforms despite an uncertain global environment.

“The Nigerian authorities have implemented major reforms over the past two years which have improved macroeconomic stability and enhanced resilience,” the Fund stated. “The authorities have removed costly fuel subsidies, stopped monetary financing of the fiscal deficit, and improved the functioning of the foreign exchange market.”

The IMF said investor confidence has improved, noting Nigeria’s successful re-entry into the Eurobond market and the resumption of portfolio inflows. However, it acknowledged that poverty and food insecurity have worsened, pushing the government to prioritize inclusive growth.

The report also highlighted positive trends in external reserves, foreign exchange market stability, and inflation. It noted that inflation dropped to 23.7 percent year-on-year in April 2025 from an annual average of 31 percent in 2024, based on the rebased Consumer Price Index released by the National Bureau of Statistics.

“Naira stabilization and improvements in food production brought inflation to 23.7 percent… Inflation should decline further in the medium-term with continued tight macroeconomic policies and a projected easing of retail fuel prices,” the IMF said.

On the fiscal front, the Fund said revenue gains from currency depreciation, improved administration, and higher grants helped offset rising interest payments and administrative costs, leading to improved fiscal performance in 2024.

Despite the progress, the IMF warned of growing risks. It said falling global oil prices or rising financing costs could negatively impact Nigeria’s economic stability. “A further decline in oil prices or increase in financing costs would adversely affect growth, fiscal and external positions, undermine financial stability and exacerbate exchange rate pressures,” it said.

The IMF further cautioned that any deterioration in domestic security could derail growth and worsen food insecurity across the country.


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