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Low income South Africans who live in rural provinces typically shop at nearby independent retail stores making it difficult for multinational consumer goods and services brands to target them directly. Consequently, these brands have little insight into the purchasing behavior of ~60% of the country’s population. Retail Engage, under the brand bonsella®, offers brands both a customized in-store promotion campaign and targeted customer data by giving independent retailers a free turnkey rewards program that provides customers mobile credit for purchasing promoted products. To date, bonsella® has amassed 416,500 members, 10 brand clients, and is in 22 independent retailers.
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