FIRST TO MARKET
At Sefalana, we pride ourselves as being the first to market with a number of initiatives. We aspire to pave the way for a better customer experience. A customer today wants more than traditional offerings. At Sefalana, we recognise that. We want to give our customers the best shopping experience, for some, that might be in-store, while for others, that might be on their laptops or mobile phones. Whichever your preference, Sefalana will strive to be the first to provide it to you.
We launched Botswanaâ€™s first FMCG online shopping site in 2016 and are delighted to be front-runners in the market with this offering. Initially, the online service was only offered to customers in and around Gaborone. A year later in 2017, we extended this service to Francistown and Maun where our customers in the area requested that we also offer this service to them.
Sefalana Rewards, our customer loyalty program was launched in November 2016, illustrating Sefalanaâ€™s ability to evolve with its ever-changing customer base. We have received a tremendous response from our customers with close to 100 000 customers registered to date. Our loyalty program allows customers to earn â€œSefbacksâ€ in the form of redeemable points every time they shop with us. This service is offered nation-wide and our staff is provided with on-going training ensuring that they are well equipped to assist with changing customer behaviour.
In 2017, we broadened our relationship with Botswana Post, offering post office kiosks within our stores. This allows our customers the benefit of collecting pension, transferring money, vehicle license renewals and payment of bills, all at the convenience of shopping in our stores. We currently have a total of 15 stores throughout the country offering this service. Feedback from customers has been positive and we have observed an increased use of this facility. We look to increase this offering to 20 stores within the next 12 months.
We noted that the online shopping site was accessible to those with computers but there were a number of customers who preferred to use their phones to transact. This has been an emerging trend in other parts of the world too. We were very pleased to once again be first to market with our very own phone app that is available to both Apple and Android users. The App can be downloaded for free. Over 32,000 products are available on this application and all in- store specials are accessible too. The App is easy to navigate and provides customers with another convenient way to shop with us. Botswana Post continues to be our partner in both these services ensuring delivery within 24 hours of placing an order. FNB provides the safe and secure platform so our customers can transact resting assured that their personal details are protected.
Sefalana was the first company to list on the Botswana Stock Exchange in 1975. After over 4 decades of operation and an ever changing business environment, our Group remains the only listed company in Botswana without a controlling shareholder. To view our page on the BSE and find out more about our share price, kindly follow the below link: http://www.bse.co.bw/listed_companies/listed.php?company=SEFALANA