Oja.ng is a Nigerian leading food & grocery online store focused on service delivery, product delivery and customer service. The company has developed an interesting segmentation and a different approach to delivery.
The company has chosen to segment its offer by population categories: elderly people, workers, widows, family members, people in need, etc. In that spirit, Oja.ng has developed 5 customized plans for these different categories of population.
- The “workers plan” allows busy workers to order at the beginning of the month and pay at the end of the month.
- The “beneficiary plan” allows buyers to gift their loved ones with special offers.
- The “feed the widow and the elderly widower” plan is a social plan developed in partnership with the Byinks Foundation, a Nigerian foundation providing support for education. It allows to feed widowed women with children in need, across the country.
- The two other plans are more classical: the “fruit basket” plan offers to get a customized fresh fruit basket and the “bulk buyer” plan offers to hotels and restaurants farm-friendly prices.
Why is it inspiring?
For an online grocery store that usually focuses on the rapidity of delivery, Oja chooses a different approach: focusing on the consumers ‘needs and benefits. A very consumer-centric approach that answers well specific needs of the Nigerian population.
A segmentation that gives a meaningful social impact to the brand.
An efficient segmentation because it largely plays on emotions, and not only on needs: gift your loved ones, feed the widows, etc.
Take-outs for brands
Break the codified segmentation of your market.
Rely on an emotional segmentation that appeals to universal emotions and to a human truth.
Partner with foundations or associations to develop specific offers with a high social impact.