Dan Githua: Changing the Retail Concept in Kenya with Tuskys

By David Indeje / Published December 17, 2016 | 10:10 am



tuskys-foundation-adopt a school project

The Kenya Retail sector is projected to grow by 20 percent annually as a result of the growing population; a rising middle class and improved technology as the driving factors.

Population growth continue to create demand for retail goods and services, the rising middle class has increased its purchasing power as well as varying tastes and preferences for a variety of goods and services. Thus, there has been a higher disposable income and increased financial ability for consumption.

Further technology has provided avenues of cashless payment systems making shopping safe and convenient.

“The Kenyan retail market has been dominated by local supermarket chains with foreign chains struggling to make entrance due to a general resistance to foreign takeovers,” according to Cytonn Report. “63percent of shoppers prefer local brands for most goods and their preference is mostly influenced by affordability of the products.”

dan-githua

Dan Githua, 36, Chief Executive Officer of one of Kenya’s largest supermarket chains Tusker Mattresses, commonly known as Tuskys a family-owned business that started as a small shop in the town of Nakuru in the 1980s. Today it operates 64 stores in Kenya and in Uganda.

Githua, among the 2016 Top 40 under 40 men, he knows this too well. He has to keep the Tuskys brand afloat besides the competition that is coming in from international brands.

“When you look at the market today, there is a great shift in the retail sector. The customer now has more options and is more informed and demanding,” say Githua in the retail’s News Magazine.

“First, we have to win with the customer. We already have the highest foot fall of customers in our stores. To keep them happy, we want to improve on our service offering and build a strong customer centric culture.”

Githua has steered the chain into having the most improved customer experience through loyalty programs and better service delivery to increase customer retention and expenditure.

Having known that what drives people who are busy with their day to day schedules, Tuskys has now captured the essence of food and lifestyle products as the most preferred items in retail stores. Through their food, groceries and Tuskys Delicatessans (Deli) shoppers are able to get fresh food ‘everyday, so fresh for less’ and fresh prepared and cooked food daily – cooking the food right before your eyes.

However, this is not the only thing the Tuskys CEO who joined in 2015 is thinking about.

With the Kenyan retail sector contributing over 15 percent to the Gross Domestic Product (GDP), Githua says their major plan is to achieve an annual growth of 20 percent with eyes set for listing at the Nairobi Securities exchange.

“I believe that it is achievable with the right people, the right product and the right price.”

He identified the gaps in his workforce. It had skills gaps in the customer handling skills and some had skills shortage.

Realising that he needed a team that has better product knowledge, one that knows how to work with new technologies; and challenges in retention, he introduced an ongoing staff training to align them to the customer centric-culture, investments in the area of technology   and the introduction of performance based staff commissions to enhance performance as part of the Tuskys 2.0 strategy.

Githua has further introduced smart retailing to Kenya through the improvement of relationships with the innovative supplier payment models he introduced.

He has presented the Tuskys retail chain as an attractive and promising career to those who may be overlooking it in favour of other options. To continue to attract younger workers, the opportunity to use and develop technology-based skills and knowledge within a retail career, Tuskys is now synonymous with its internship program.

The program launched in in 2015 with an investment of over Sh 150 Million aims to benefit over 7000 youth graduating from tertiary institutions to prepare them for the job market. The program aims to train 1500 graduates every year for five years.

The company is in strategic partnership agreement with the KCB Foundation offering internship opportunities and contract farming opportunities for youths in agribusiness. This is to benefit over 13,000 youths across 22 counties in the identified value chains in agribusiness through provision of asset financing and working capital to enable the young farmers meet the needs of demand and supply.

Indeed, through Githua’s leadership, Tuskys is going an extra mile to deliver value to its entire key stakeholders.




About David Indeje

David Indeje is a writer and editor, with interests on how technology is changing journalism, government, Health, and Gender Development stories are his passion. Follow on Twitter @David_IndejeDavid can be reached on: (020) 528 0222 / Email: info@sokodirectory.com

View other posts by David Indeje


More Articles From This Author








Trending Stories










Other Related Articles










SOKO DIRECTORY & FINANCIAL GUIDE



ARCHIVES

2024
  • January 2024 (238)
  • February 2024 (227)
  • March 2024 (190)
  • April 2024 (133)
  • May 2024 (157)
  • June 2024 (82)
  • 2023
  • January 2023 (182)
  • February 2023 (203)
  • March 2023 (322)
  • April 2023 (298)
  • May 2023 (268)
  • June 2023 (214)
  • July 2023 (212)
  • August 2023 (257)
  • September 2023 (237)
  • October 2023 (266)
  • November 2023 (286)
  • December 2023 (177)
  • 2022
  • January 2022 (293)
  • February 2022 (329)
  • March 2022 (358)
  • April 2022 (292)
  • May 2022 (271)
  • June 2022 (232)
  • July 2022 (278)
  • August 2022 (253)
  • September 2022 (246)
  • October 2022 (196)
  • November 2022 (232)
  • December 2022 (167)
  • 2021
  • January 2021 (182)
  • February 2021 (227)
  • March 2021 (325)
  • April 2021 (259)
  • May 2021 (285)
  • June 2021 (272)
  • July 2021 (277)
  • August 2021 (232)
  • September 2021 (271)
  • October 2021 (305)
  • November 2021 (364)
  • December 2021 (249)
  • 2020
  • January 2020 (272)
  • February 2020 (310)
  • March 2020 (390)
  • April 2020 (321)
  • May 2020 (335)
  • June 2020 (327)
  • July 2020 (333)
  • August 2020 (276)
  • September 2020 (214)
  • October 2020 (233)
  • November 2020 (242)
  • December 2020 (187)
  • 2019
  • January 2019 (251)
  • February 2019 (215)
  • March 2019 (283)
  • April 2019 (254)
  • May 2019 (269)
  • June 2019 (249)
  • July 2019 (335)
  • August 2019 (293)
  • September 2019 (306)
  • October 2019 (313)
  • November 2019 (362)
  • December 2019 (318)
  • 2018
  • January 2018 (291)
  • February 2018 (213)
  • March 2018 (275)
  • April 2018 (223)
  • May 2018 (235)
  • June 2018 (176)
  • July 2018 (256)
  • August 2018 (247)
  • September 2018 (255)
  • October 2018 (282)
  • November 2018 (282)
  • December 2018 (184)
  • 2017
  • January 2017 (183)
  • February 2017 (194)
  • March 2017 (207)
  • April 2017 (104)
  • May 2017 (169)
  • June 2017 (205)
  • July 2017 (189)
  • August 2017 (195)
  • September 2017 (186)
  • October 2017 (235)
  • November 2017 (253)
  • December 2017 (266)
  • 2016
  • January 2016 (164)
  • February 2016 (165)
  • March 2016 (189)
  • April 2016 (143)
  • May 2016 (245)
  • June 2016 (182)
  • July 2016 (271)
  • August 2016 (247)
  • September 2016 (233)
  • October 2016 (191)
  • November 2016 (243)
  • December 2016 (153)
  • 2015
  • January 2015 (1)
  • February 2015 (4)
  • March 2015 (164)
  • April 2015 (107)
  • May 2015 (116)
  • June 2015 (119)
  • July 2015 (145)
  • August 2015 (157)
  • September 2015 (186)
  • October 2015 (169)
  • November 2015 (173)
  • December 2015 (205)
  • 2014
  • March 2014 (2)
  • 2013
  • March 2013 (10)
  • June 2013 (1)
  • 2012
  • March 2012 (7)
  • April 2012 (15)
  • May 2012 (1)
  • July 2012 (1)
  • August 2012 (4)
  • October 2012 (2)
  • November 2012 (2)
  • December 2012 (1)
  • 2011
    2010
    2009
    2008
    2007
    2006
    2005
    2004
    2003
    2002
    2001
    2000
    1999
    1998
    1997
    1996
    1995
    1994
    1993
    1992
    1991
    1990
    1989
    1988
    1987
    1986
    1985
    1984
    1983
    1982
    1981
    1980
    1979
    1978
    1977
    1976
    1975
    1974
    1973
    1972
    1971
    1970
    1969
    1968
    1967
    1966
    1965
    1964
    1963
    1962
    1961
    1960
    1959
    1958
    1957
    1956
    1955
    1954
    1953
    1952
    1951
    1950