Says Nigeria now a force in online retail marketing, 8th in the world
By Favour Ichemati
About 100 Nigerians would rely on internet retailers to buy most needs, a research from the Rivers State University (RSU) has predicted. Thus, social media shoppers in Nigeria may hit 100m from the present figure of 17m, according to professor of Marketing, Njobuenwu Gladson Nwokah. This would represent 53 per cent of Nigeria’s population.
Delivering his inaugural lecture at the Law faculty Auditorium on Wednesday, October 10, 2018, the Marketing expert said facebook dominates the platform patronized by Nigerians for sourcing product information, saying by 2030, some 100m Nigerians would rely on facebook and other internet sources for adverts and shopping.
In the lecture titled ‘From Brick and Mortar to Click and Mortar’, Nwokah predicted that most successful retailers would be those that innovate by unifying their growing online presence with an experiential physical environment.
He went on: “Brick and mortar will remain a major force in retail’s future, but regardless of how consumers travel to their preferred destination, the in-store experience that awaits them will be dramatically different from the present paradigm”
He said customers in 2030 would expect retailers to leverage personal information (data they willingly hand over, no less) to deliver more customized products and offers, adding that online adverts in 20130 would be more dominant through the facebook than any other social media.
“in 2030, Nigeria internet usage statistics will increase to 53 per cent or more. Presumably, 50 per cent of urban dwellers in Nigeria will shop more wears and electronics from online retailers”.
The professor therefore recommended what he called performance measurement systems in place to detect the impact of investment in market orientation with the aim of learning how a firm works.
The chairman of the lecture series, I.K.E Ekweozor, commended Nwokah, saying he has made marketing to be above all other courses and professions by showing how to overcome poor performance and offer more services to clients.
The vice chancellor, Blessing Didia, described the inaugural lecturer as a gifted person who turned in a brilliant and voluminous lecture on short notice soon after conferment as professor.