Consumer Rewards · FMCG · Nigeria
How an FMCG snack brand drove 3× repeat purchase across Nigerian informal trade
A West African snack brand needed to build consumer loyalty and repeat purchase without the margin cost of price discounting. They ran a buy-3-get-rewarded campaign across informal trade in Lagos and Kano using Qifts infrastructure.
2,400
Retail points activated
3.2×
Repeat purchase rate
68%
Code redemption rate
12%
Counterfeit rate eliminated
The situation
The brand had strong distribution across Lagos and Kano — their products were available in neighbourhood stores, open markets, and roadside kiosks across both cities. The problem was not availability. It was repeat purchase. Customers who tried the product bought once or twice and then switched back to competing brands or cheaper alternatives.
Previous promotion attempts had used printed scratch cards. Counterfeit redemption rates of approximately 12% were eroding the campaign budget without building genuine consumer loyalty. The logistics of distributing and tracking printed cards across informal trade were significant.
The trade marketing team needed a mechanic that would incentivise three or more purchases — enough to establish a consumer habit — without the fraud exposure, logistics overhead, or margin cost of discount-based promotions.
The programme
Qifts configured a buy-3-get-rewarded campaign with unique codes printed inside each pack. Consumers entered codes via USSD — accessible on any phone without data — or via WhatsApp for smartphone users. After three qualifying codes from three different packs, the consumer unlocked a reward of their choice: airtime top-up, data bundle, or a grocery voucher.
Unique single-use codes eliminated all counterfeit exposure
USSD as primary channel ensured reach across smartphones and feature phones
Three-purchase threshold was specifically designed to build purchase habit
Reward choice — airtime, data, grocery — maximised perceived relevance
Full redemption dashboard gave the trade marketing team real-time visibility
2,400 retail points activated in Lagos and Kano across 8 weeks
The results
Across the 90-day campaign period, the brand recorded a 3.2× increase in repeat purchase among consumers who entered at least one code. Code redemption rate of 68% significantly outperformed the brand's previous printed scratch card campaigns, which had achieved redemption rates below 30%.
Counterfeit redemption dropped to zero — the single-use server-validated code architecture eliminated the category of fraud entirely. The campaign budget that had previously been absorbed by counterfeit redemptions was fully redirected to genuine consumer rewards.
The post-campaign reorder data showed that consumers who completed the three-purchase sequence reordered at significantly higher rates in the 60 days following campaign end than those who had made one or two purchases without completing the reward journey — confirming that the three-purchase mechanic had successfully built purchase habit rather than simply incentivising trial.
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