A new Nielsen Study on Kenyan Retailers and Technology reveals that despite the massive uptake in mobile usage in Kenya, there is still significant scope for growth in the market, particularly in the retail environment.
The study utilised face-to-face interviews to gauge the technology adoption rates of 300 retailers across a wide spectrum of channels and functions. Based on these interactions, the research reveals that the Kenyan retail arena remains dominated by direct dealings in terms of both transactions and communication, with 96% of customers still preferring to use cash in-store, and 88% of retailers relying on face-to-face interaction to inform customers about new products.
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