Orange launches loyalty plan for airtime retailers

By Lillian Kiarie

Nairobi, Kenya: Integrated telecommunications service provider Orange has launched a loyalty programme for its electronic top-up service retailers.

The plan, named e-Jaze Ziada Programme, targets e-jaze retailers registered with Orange to sell virtual airtime, better known as e-jaze, to Orange customers – the end user.

The e-jaze Ziada Loyalty Programme borrows from the company’s Orange Ziada Customer Loyalty programme, which allows Orange Mobile customers to redeem points for mobile devices, airtime, SMSs and mobile data bundles.

 Telkom Kenya Chief Executive Officer Mickael Ghossein said Orange is taking a differentiated approach on airtime top-up and its distribution, and supplementing the conventional airtime distribution channels with the convenience and benefits of online payments and electronic airtime distribution.

Bolster airtime

“The launch of the loyalty programme for its e-jaze retailers adds to the mechanisms in place to bolster airtime penetration and sales,” he explained.

He said with the e-jaze Ziada Programme, the firm is seeking to reward e-jaze retailers and to also enhance the flexibility and extension of our network of distributors and channels. “This will lead to improved service levels and satisfaction to our customers,” said Ghossein.

Orange has partnered with Reward and Recognition (R&R), one of Kenya’s largest loyalty programme developers, to launch this move.

Orange retailers will be able to earn e-jaze Ziada points based on cumulative e-jaze airtime sales from the time they joined the programme and the set threshold of airtime sales met.