Introduction
d.light, a global leader in providing transformational household products and affordable finance to low-income households, has introduced an innovative customer loyalty programme. This marks a significant milestone as the first of its kind within the off-grid solar sector, reflecting d.light’s commitment to enhancing customer experience and access to renewable energy.
Launch of the d.light Points Programme
The loyalty scheme, known as the d.light Points Programme, was officially launched in Kenya this month, with plans to expand to Uganda, Tanzania, and Nigeria by the end of the year. The company aims to engage over 500,000 customers through this programme before the close of 2024, making it a significant initiative within the off-grid solar market.
Rewards and Benefits for Customers
Under this programme, customers earn points by making regular and timely payments towards their PayGo solar products. These points can be redeemed for various rewards, including discounts on future purchases and tokens for free days of power. d.light has plans to introduce additional reward options as the programme expands to other African markets.
The programme’s accessibility is a key feature, with customers able to monitor and redeem their points via SMS, USSD messaging, or through the d.light mobile app. This ease of use ensures that the programme is accessible even in areas with limited digital infrastructure.
Informed by In-Depth Customer Research
The launch of the d.light Points Programme follows 12 months of extensive customer research, involving focus groups, surveys, and one-on-one interviews. This research-driven approach ensures that the programme is tailored to meet the specific needs and challenges of d.light’s customer base.
Addressing Economic Challenges with Innovative Solutions
Donal Connolly, Director of Credit at d.light, highlighted the economic pressures faced by many of the company’s customers, particularly in rural areas impacted by climate change and economic instability. The new loyalty programme is designed to provide practical benefits, helping customers more easily access reliable solar energy.
Connolly emphasized, “Our customers have faced significant challenges, and this programme is our way of providing tangible support. By rewarding regular payments with points that can be redeemed for valuable rewards, we’re helping them save money and continue accessing essential energy services.”
Expansion and Financial Backing
The launch of this programme follows d.light’s recent financial achievements, including the closure of a USD$176 million securitization facility. This multi-currency facility is expected to provide reliable, renewable energy to an estimated six million people over the next three years in Kenya, Tanzania, and Uganda. Since 2020, d.light has secured a total of USD$718 million in securitized financing across multiple facilities, underscoring its financial strength and commitment to growth.
A History of Impact and Innovation
Founded in 2007 by Ned Tozun and Sam Goldman, d.light has made significant strides in improving access to solar energy in underserved markets. Operating in over 70 countries, the company has sold nearly 30 million products, including solar lanterns, home systems, TVs, radios, and smartphones, impacting the lives of over 150 million people.
d.light’s successful use of securitized finance has been crucial in supporting its operations in sub-Saharan Africa. With a presence in Kenya since 2011, Uganda since 2015, and Tanzania since 2016, the company has built a robust distribution network that continues to grow.
