By Silvia Nyambura
Logistics giant DHL Express has grown its retail footprint in Sub Saharan Africa by 1000 percent in three years. Through partnering with local business owners who act as resellers, the company’s number of service points has increased from 300 to over 3,300. Outlets such as electronics stores, travel agents and small grocery shops now allow their customers to send DHL shipments alongside their normal offerings. These small businesses benefit from commission on all DHL sales, an increase in foot traffic as well as being associated with a global brand.
According to Sumesh Rahavendra the head of marketing for DHL Express Sub Sahara Africa, this model presents a win-win opportunity for both parties. It also gives shop owners a unique business opportunity to grow their revenues and gain credibility by aligning themselves with an international brand.
“In a continent like Africa where the informal economy rules, a company’s retail strategy cannot revolve around high-end shopping malls. You have to operate on a level where customers can understand, feel and relate to your product. You really need to ensure that your brand connects to the average person on the street,