Brief
A mobile retail platform set out to assess its app’s usability, efficiency, and market fit among FMCG retailers in Nigeria. The study focused on small, medium, and large-scale retailers who stock household brands like Coca-Cola, Guinness, Dangote, Indomie, and Nestlé. Participants were drawn from busy retail environments in both mainland (e.g., Alimosho) and island (e.g., Balogun Market) locations in Lagos. The objective was to evaluate how the app performed across store sizes and market segments in real-world conditions.
Approach
To uncover deep behavioural insights, Webhaptic Intelligence conducted one focus group discussion with a diverse group of 8 retailers. The group included 6 mainland-based and 2 island-based participants dealing in fast-moving consumer goods. The discussion explored experiences using the app, challenges faced during onboarding, preferred features, and perceived value in supporting daily business operations. This qualitative method ensured nuanced understanding of retailer expectations, pain points, and tech adoption barriers.
Impact
The session yielded rich, actionable feedback on app design, navigation, feature relevance, and overall utility. The insights guided improvements in the app’s user interface and functionality to better serve retailers in Nigeria’s dynamic retail space. The project also highlighted important considerations for digital product teams developing mobile tools for the informal and semi-formal trade sector in emerging markets.