Glovo, the leading multi-category app, has made a significant mark on the East African retail sector by hosting the region’s largest retail media event in Nairobi. The event brought together over 60 industry leaders, top brands, banks, and agencies to explore innovative strategies that are set to redefine consumer engagement across the region.
The gathering offered a platform for sharing insights into order trends and customer behavior in Kenya and Uganda. These insights are expected to help brands refine their strategies to better connect with their audiences.
Noémie Vallée, Global Brand Ads Lead at Glovo, emphasized the company’s commitment to innovation in brand advertising. She unveiled global partnerships with companies like MARS and previewed new advertising assets set to launch in December 2024 and early 2025. These assets promise to enhance visibility and engagement opportunities for brands.
The event also showcased best practices from leading firms such as L’Oréal East Africa, providing attendees with actionable learnings. It concluded with networking opportunities, photo sessions, and meaningful interactions among industry peers.
Caroline Mutuku, General Manager of Glovo Kenya, highlighted the country’s leading role in the region’s retail media transformation. “Kenya is fast becoming the hub for retail media innovation in East Africa, and Glovo is proud to lead this transformation,” she said. “Retail media is no longer just an add-on; it’s a critical tool for brands to build lasting relationships with consumers. Today’s event has solidified our position as pioneers, providing brands with new ways to engage at scale.”
Echoing this sentiment, Ivy Maingi, General Manager of Glovo Uganda, underlined the transformative power of retail media. “In Uganda, we see firsthand how retail media drives growth and strengthens connections between brands and consumers. Glovo’s presence in East Africa is not just about expanding access; it’s about leveraging innovation to empower brands. Today’s event sets a strong foundation for the future of retail in the region,” Maingi stated.
Francisco Santos Villanueva, Brand Ads Manager for Glovo East Africa, pointed to the strategic importance of retail media. “Retail media is rapidly becoming one of the most powerful tools for brands in East Africa, and Glovo is leading this revolution. Our platform enables brands to engage with consumers in targeted, meaningful ways, driving both awareness and conversion,” he said.
Key partners at the event echoed these sentiments. Celestine Omar from Kenya Wine Agencies Ltd remarked, “I had a productive day learning from the Glovo team about ways to expand our reach and increase ROI. Thank you, Francisco and Noémie, for the valuable insights and collaboration.”
As the retail industries in Kenya and Uganda expand, fueled by digital adoption and innovative solutions, Glovo is positioned as a leader in helping brands navigate the evolving landscape through targeted retail media strategies. With a focus on transformative, tech-enabled growth, the company continues to enhance the retail ecosystem in East Africa.
Founded in 2015 in Barcelona, Glovo is a pioneering multi-category app that connects users with businesses and couriers, offering on-demand services from restaurants, grocers, supermarkets, and retail stores. Operating in 23 countries across Europe, Central Asia, and Africa, Glovo aims to create online market place, providing instance access to anything within a city