By Juliet Umeh
One online marketplace, Kaiglo, said it has introduced “Singles Day” for the West African market.
According to the e-commerce company, 11/11 is a Singles Day campaign that is celebrated on November 11 of each year. He said the event started in China and is now the norm in most Asian countries and the world’s largest 24-hour shopping event.
The firm also said that users should expect up to 70 percent off items within the 24-hour sale period.
It read: “The 11/11 Kaiglo celebration is the first attempt by any company in Nigeria and, if done right, it can make a great statement of intent about the brand.
“The concept is new and unfamiliar in this field, and as such, mass advertising activities must be conducted to raise awareness, including online and offline campaigns.”
Speaking about development, Kaiglo co-founder and CEO, Mr. Victor Eze, said that the key feature of the event is to celebrate singleness, and therefore features activities and products that help reinforce the beauty and joy of To be single.
Eze said: “The 11/11 celebration is a relatively unknown celebration in Africa, especially Nigeria, and proof of this is the fact that none of the big Nigerian brands have ever celebrated it.”
He said Double 11 is another medium that Kaiglo is adding value to the region’s economy, as some emerging brands and small businesses will benefit from the sales opportunity it demonstrated.
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