UJoin is a mobile-friendly online community for owners of base of the pyramid shops (called dukas), helping them build their businesses, while improving the health of their community. As well as accessing courses, connecting with others and viewing product information, duka owners can also set up voucher-based shopper loyalty schemes which could qualify them for free health insurance. In parallel, UJoin is piloting UAfya, a community for young mothers where they can connect, share and learn about topics such as nutrition, hygiene and breastfeeding.
Over 600 dukas regularly access UJoin content, which is continuously updated based on user research. The take-up of e-vouchers is gaining momentum. As of March 2018, almost 1,900 shoppers had signed up and over 23,000 vouchers had been redeemed, with 68 owners qualifying for free insurance. In 2018, we intend to extend our offer to 3,000 dukas and 50,000 consumers, building the platform’s appeal through deeper engagement with users, as well as giving UJoin members access to working capital and other services. We will also develop UAfya, providing users with access to online learning, peer-to-peer sharing and exclusive UJoin discounts.
This programme has also thrown up some actionable insights. Not least the importance of initial handholding and building trust while onboarding dukas, ensuring we understand their needs and how to incentivise. UJoin as a blueprint for new behaviour change is clear: it is market-based, addressing multiple behaviours and using digital technology to reach out to communities.