Safaricom has launched its first-ever experiential and tech-fit outlet at the Business Bay Square (BBS) Mall in Eastleigh, Nairobi. This shop is a significant milestone for the telco, marking the first of its kind in East and Central Africa.
The new phygital outlet, which merges physical and digital experiences, is designed to serve over 500 customers daily and cater to diverse personal, business, and entertainment needs within an innovative digital space.
A Hub for Technology-First Customer Service
The new Safaricom shop aims to offer a comprehensive range of services, aligning with the company’s mission to become Africa’s leading purpose-led technology company.
The store hosts various zones, including sections dedicated to M-PESA, an Enterprise Zone, a Tech and Gaming Zone, a Customer Care section, and a Business Meeting Zone where enterprise clients can hold in-person meetings with Safaricom business specialists.
“Part of our strategy is to be able to cater to all the different segments of our customers at one touchpoint, ensuring that we offer integrated solutions,” said Peter Ndegwa, CEO of Safaricom PLC. He emphasized that having a space where they can support super agents, address dealer issues, and provide essential services to walk-in customers speaks to Safaricom’s journey towards delivering technology-first, customer-centric services.
Strategic Location and Customer Engagement
Cynthia Karuri-Kropac, Chief Enterprise Business Officer of Safaricom PLC, highlighted Eastleigh’s strategic importance as a bustling commercial hub.
She noted that the BBS Mall alone attracts approximately 700,000 people weekly, making it an ideal location for the new shop.
“Eastleigh is the business hub of Nairobi; let’s call it a fact. This Mall alone attracts nearly seven hundred thousand customers coming through Monday to Sunday,” said Kropac.
The decision to establish the shop in Eastleigh aligns with Safaricom’s broader strategy to position itself at the heart of customer activity.
“We wanted to be where the people are,” Cynthia noted, emphasizing that the area’s significant business and commercial activity made it a natural choice.
Innovative Features and Customer Experience
The shop has been designed with several unique features to enhance the customer experience. It includes soundproof meeting booths for private online meetings, a Tech Bar for aftersales support and advice, Terminal Walls displaying devices and accessories from key manufacturers, and dedicated brand ambassadors to guide customers through a range of products, including locally assembled 4G phones and other accessories.
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The shop also provides a range of digital services, including large internet-enabled screens that assist customers in accessing various services without the need for physical interaction with customer care agents.
This approach streamlines the customer experience, aligning with the growing demand for digital solutions in the region.
Supporting Enterprise and Innovation
Safaricom’s presence in Eastleigh is critical to its overall business strategy, with the area being one of the highest per capita users of Safaricom’s voice services in Kenya.
The new shop, while a physical outlet, is primarily designed to cater to digital and enterprise customers. James Mutisya, Safaricom’s Business Lead, emphasized the shop’s focus on serving the many businesses in Eastleigh.
“This shop, the way we have done it, is mostly to serve our enterprise customers. This is our second branch in Eastleigh, and we at Safaricom are committed to offering seamless services,” he said.
The shop’s focus on enterprise customers reflects Safaricom’s broader strategy in Eastleigh, a region that contributes significantly to the company’s revenue.
Peter Ndegwa, Safaricom’s CEO, noted that 5% of the company’s annual revenue comes from Eastleigh, underscoring the importance of the region to the company’s business model.
Expansion Strategy and Future Outlook
The opening of this experiential shop is part of Safaricom’s retail expansion strategy as it seeks to increase its customer touchpoints.
Currently, Safaricom operates over 47 shops nationwide, with an extensive network of 373 franchise stores, 2,900 authorized dealer outlets, and 273,000 M-PESA agent outlets.
Safaricom’s new experiential shop in Eastleigh represents a bold step forward in integrating physical and digital experiences, positioning the company at the forefront of technology-first, customer-centric services in Africa.
