A new mobile App ‘Drich’ brings to the doorstep of every Ghanaian home, discount sales known in the Ghanaian culture as “Donkomi”.
AlDrich Payment Technologies Ghana Limited is a Ghanaian technology-driven payments company with a passion to move sub-Saharan Africa into a cashless regime and along these lines, improve livelihoods through financial inclusion.
AlDrich has taken a novel approach at solving the discount awareness problem by developing Africa’s first discount aggregator app, which has been named DRICH. The DRICH app essentially gathers all available ongoing discount sales information into one app, so that with a click of a button, users can scroll through hundreds of stores currently offering discounts on thousands of items.
Merchants get their discounts awareness delivered directly into thousands of hands once it is posted, while users within a 2-kilometer radius also get an SMS, an email and an on-screen prompt once discounts are posted on the platform. This will clearly be a distinct advantage, as the Donkomi culture goes digital.
This ground-breaking technology is the latest in the pool of innovative mobile applications in Ghana that are solving daily problems; helping adopters explore change while disrupting whole industries and bringing simpler solutions to perennial problems.
Discount sales has become part of the lifestyle of the average Ghanaian with discount sales such as percentage offs, buy-one-get-one-free, free installation and a whole lot more. These are offered by large retail shopping centres, boutiques, computer marts, to smaller fuel service station shops.
Merchants and vendors push for maximized sales at festive seasons of the year by offering huge discounts on several of their items or even creating cash back offers on purchases beyond a certain threshold.
“There has been in the past and present, several disruptive technologies in Ghana coming to the fore, with numerous enterprises exploding with increased profit through the adoption of such basic technologies. Regardless of how we look at it, four out of every five working class Ghanaian has taken advantage of Donkomi one time or the other.” said Abel Ofori, a representative of Drich
One significant issue with Drich however, has been the awareness of an offer. Big merchants spend thousands of Ghana cedis to advertise their discount sales on national newspapers. Some even go ahead and put these discounts on billboards and digital displays around town. Others go digital, by putting these discounts on online platforms like Facebook, Instagram and twitter. The smaller shops might rely solely on word of mouth, while some might add sms/email campaigns to their discounts awareness publicity. These channels have however all proven to be limited.
“Some of these channels guarantee a wide reach at a huge cost, while some others do not cost much, however don’t likewise offer you much in terms of reach particularly with people who have never shopped with you,” Mr. Ofori explained.
Drich essentially helps merchants put out their Donkomi awareness before a pre-screened audience of middle-class Ghanaians who have demonstrated a previous interest in discount sales. “What if this awareness could be delivered right into the hands of discount-sensitive Ghanaians?” Abel Ofori added.
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