CONSUMERS AND E-PAYMENT PLATFORMS
Consumers are becoming dynamic and sophisticated. They are loyal to brands that meet their needs. Consumers want any brands that align with their aspirations and lifestyle. This is one major reason consumers opt for services or products that offer them ease, convenience and comfort.
The consumer culture is rapidly changing globally and this explains why brands identify key gaps in the lives of consumers and bridge such. Consumers are also adapting to changes and embracing the realities in the marketplace.
In a bid to engage consumers and ensure that they embrace e-payment platforms, the Nigerian Interbank Settlement Scheme (NIBSS) in conjunction with banks commenced an awareness campaign to enlighten Nigerians on the benefits of e-payment platforms. The essence of the campaign is to set an agenda to ensure that Nigerians embrace e-payment platforms for all their business transactions. This is one area where consumers need to adopt a new lifestyle by using e payment options as against paying cash for such transactions.
Consumers across the globe prefer to transact business with convenience and safety. They chose the most preferred options that eliminate bottlenecks while making purchase. It is also this globally accepted procedure that is being championed to make Nigerians see the benefit through adoption and usage of e-payment platforms. A unique selling proposition of the e -payment platform is convenience. This is intended to fit into the lifestyle of consumers as they demand for POS and instant payment platforms when shopping for their preferred brands or patronizing a service.
Though Nigerians have been used for the carrying cash, the campaign is to sensitize consumers to adopt measures the will guarantee their safety and convenience. The e-payment platforms point of sales (POS) and instant payment platforms have benefits of convenience; safety and receipt of instant value to enable people make payments for their transactions using any of their devices such as ATM cards, mobile phones, laptops, desktop, notebooks, i-pads among others.
With the digital age and mobile communications consumers do not have choice than to embrace such e-payment platforms. These platforms are forms of service that are also highly convenient, safe and efficient and with improved infrastructure. The improved efficiency of the e-payment platforms enhances greater penetration and accessibility to financial services. this is one significant advantage that is being leveraged for the e-payment options.
For NIBSS to commence a campaign on the e-payment options is a welcome development. It is a veritable avenue to re-orientate Nigerians to embrace a new payment culture.
The campaign will definitely communicate the language of Nigerians for paradigm shift. It is one that will remould the perception of the Nigerian consumers.
The importance of consumer engagement cannot be ruled out as insights should be generated to drive the campaign process. Insights need to be generated through from consumers to gauge their perception about e payment platforms and how such platforms can work for the consumers. This will serve as a feedback mechanism for consumers to evaluate the options and proffer solutions to address any challenge.
The one-on-one contact marketing approach is also a potent strategy to touch base with Nigerian consumers. This will offer useful hints and information from consumers that will ensure the success of the campaign.
It is expected that consumers will make e-payment options a lifestyle as they are constantly on the go. The reward scheme put in place in terms of incentives and discounts are integral parts of the consumer centric campaign. This is to further sustain the interest of consumers in using e-payment platforms for their business transactions.
By: Ayodeji Mayokun Ayopo