Guarantee socio-economic inclusion of micro-retailers
deliver long term efficiency of our clients’ business
create narratives that contribute to clients CSR goals
Retail complexity, source of innovative approaches
We develop new routes-to-market to fit with purchasing habits that are triggered by needs, impulse, trust and proximity.
African markets are dominated by traditionnal retail
The distribution industry is highly fragmented on the continent, therefore consumption is mainly via small players from traditional trade that are formal or informal such as mom and pop-shops, street vendors, kiosks, etc. Consumers tend to purchase goods on a daily basis rather than buying once in bulk. They have an appetite for brands but are very price-sensitive. They are used to buying from local retailers, which makes them key assets for distribution chains.
Penetration rate of traditional and modern retail
The untapped opportunity that we foresee: the micro-retailers
In this challenging context, reaching mass markets in most of African countries requires new approaches in order to fit with purchasing habits that are triggered by needs, impulse, trust and proximity.
We see the great untapped potential of micro-retailers for brands to boost their market penetration, purchase frequency and growth, while maximizing their social impact within their value chain.
Sources: Boston Consulting Group, The Future of Traditional Retail in Africa (2022), Euromonitor International The Future of Retailing in Sub-Saharan Africa (2020), Standard Bank Africa Consumer Insights Report 2020 (2020)
Penetration rate of traditional and modern retail
Our approach: 4-step plan, a 12-month journey
Beyond Trade Team
Our experiences
They trust us
Archipel&Co. is a social innovation and impact strategy agency.
Since 2011, we have been supporting our clients in the design and implementation of their impact projects, in France and in emerging countries. A multi-disciplinary team of 35 consultants and intrapreneurs, all with a passion for impact and complementary expertise.
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