One of the world’s most prominent multi-category applications in the world, Glovo, has just released a new product in Kenya called Glovo Ads. This service will help businesses like restaurants and stores reach more customers and expand faster.
Glovo’s strong presence throughout the 25 countries it operates in currently enables 350 FMCG companies and 5,000 restaurants and retailers to communicate with millions of customers via its platform, as retail media expenditure is expected to exceed €25 billion by 2026.
Marketers may reach app users at every stage of the buying process, from discovery to purchase, by using search, homepage listings, and sponsored placements. Non-fast-moving-consumer-goods companies may utilize Glovo Ads to attract customers since users can shop in a variety of categories in addition to takeout meals, including presents, beauty items, groceries, and electronics.
There are two different channels via which Glovo Ads may be used, making the service accessible to both small enterprises and multinational companies.
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Partner Ads makes it simple to begin advertising
Using brand ads, advertisers have access to automated bidding. This cutting-edge automated system optimizes profits by maximizing bids based on historical data on product conversion rates and their associated prices. Brands may increase their Return on Advertising Spend (ROAS) by as much as fivefold with the help of auto-bidding and the other features of the “Brand Ads” suite of solutions.
With Partner Ads, local businesses and restaurants of all sizes may be directed to the optimal location inside the app for the most possible ROI. Partner Ads makes it simple to begin advertising with any budget on a pay-per-click basis that can be halted at any moment to guarantee partners always get a good return on investment; this is especially useful given that many of these firms lack specialized marketing teams.
“With our users regularly buying a dynamic range of products thanks to our multi-category offering beyond just takeaway and grocery shopping,” says Caroline Mutuku, General Manager of Glovo Kenya. “We can help both brands and local businesses to build brand awareness and grow sales at a time when it is becoming significantly more difficult to reach customers effectively,” she adds.
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Fostering a thriving work environment
Several companies in Kenya, including Coca-Cola, Diageo, Pernod Ricard, Beiersdorf, and Barcadi, have successfully incorporated Glovo into their marketing strategies. Additionally, multinational advertising firms like Publicis are collaborating with their clients to leverage the app for marketing purposes.
Glovo recently organized the first Learning & Development Training session for its partners in Kenya, in conjunction with the launch of Glovo Ads. In order to enhance the business acumen and overall performance of its partners, Glovo has formed a partnership with the Ongoza Institute. The Ongoza Institute is an accelerator that supports early-stage high-growth young entrepreneurs in Kenya.
Together, they have developed a comprehensive two-day program aimed at delivering intensive training and development opportunities. Glovo intends to expand the scope of these training sessions, conducting them on a quarterly basis, taking into account feedback and insights from participants, to continuously support and empower its valued partners.
“At Glovo, entrepreneurship is a concept that has been part of our DNA since 2015 when our CEO Oscar Pierre started the adventure of what is now Glovo. Since then, as Nanzia Johm Mbaga, Impact & Sustainability Lead for Glovo Africa, remarked, “we have fostered a thriving work environment and professional growth by launching initiatives and impact projects that support and encourage the improvement of the professional skills of partners belonging to the Glovo ecosystem worldwide.”
