These last two weeks have seen a complete upheaval of the Kenyan way of life. What started as anti-tax Protests have evolved to issues of poor governance and are escalating and gaining momentum. These protests are spearheaded by millennials and Gen Z, who make up most of the vibrant population of the E Commerce hub that Nairobi is known to be They also form the largest percentage of the customer base for most commercial ventures. This brings forth a question, how are these protests affecting e-commerce businesses in Kenya?
Major disruption of operations
This is especially so for businesses that operate in any of the major towns and cities with the capital city Nairobi being the most affected. With streets filled with demonstrators and transportation disrupted, fulfilling orders and delivering goods on time has become a significant challenge. Warehouses and distribution centers in protest-heavy areas face the risk of being inaccessible, delaying shipments and causing customer dissatisfaction.
People spending less which is not typical for end month
With uncertainty in the air and financial pressures mounting, we expect consumer spending to decrease. Many customers are prioritizing essential expenditures over recreational spending, leading to a decline in sales for non-essential e-commerce businesses. This shift in consumer behavior presents a significant challenge for businesses that rely on a steady stream of orders to maintain operations.
Impact on Marketing and Visibility
Social media, a crucial platform for e-commerce marketing, has become a minefield. The upsurge in content on the protests means that marketing messages from businesses like yours are likely to get lost in the noise. Worse still, continuing with regular marketing campaigns can make you appear insensitive to the current social climate, risking a backlash from customers and a potential loss of loyalty.
Communication Breakdowns
The effects of the anti-tax protests have also made effective communication with customers more difficult. The usual channels like Twitter, Facebook and TikTok are crowded with ongoing updates, making it harder for your business to get messages across. Additionally, the heightened tension and stress mean customers are less responsive to marketing efforts, further complicating engagement strategies.
Strategic Advertising Dilemmas
The sporadic nature of the protests, primarily scheduled for Tuesdays and Thursdays, complicates advertising strategies. You must carefully time your ads to avoid protest days, ensuring your marketing efforts are effective and not overshadowed by the unrest. This requires constant monitoring and adjustment, adding another layer of complexity to already strained operations.
Navigating CSR and Empathy
Businesses are also grappling with the need to show empathy and solidarity with their customers while maintaining their operations. Corporate Social Responsibility (CSR) initiatives are more important than ever, but finding the right balance between supporting the community and keeping the business afloat might be a challenge.
If you are wondering what to do, we have created a detailed e-commerce strategy playbook specifically tailored to help you navigate through these challenging times.
This Playbook looks at practical strategies businesses are exploring, that are winning for them during this time. It tailored to help upcoming e-commerce businesses brace the effects of the protests and emerge successfully. It drops on Torras Digital LinkedIn, tomorrow, let’s connect there and learn together.