Dynamic Demand Management

Kenya

In many countries we experience a strong variation of daily volume due to demand from the market. This can lead to variations up to 100% within a week, with an obvious cost impact as a result.

In Kenya we have designed customer specific incentives in order to drive demand on slow days. After an intense testing period, we are now capable to move up to 23% of volume to slow days. As a matter of fact, the customer incentives have also led to an overall volume and margin increase.

The approach is 100% data driven allowing for an automated weekly update of the customer incentives. We are testing further data driven ideas ideas that will give us direct business impact.

FACTS & FIGURES

Shifted volume for 21 out of 150 pilot customers

Moved 23% of volume to slow days (test vs control)

Increased overall volume and margin

GLOBAL IMPLEMENTATION STATUS

In place in Kenya and Ivory Coast

Under test in Uganda

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