The new loyalty initiative, named the d.light Points Programme, was launched in Kenya this month, with plans to expand to Uganda, Tanzania, and Nigeria later this year. The company aims for over 500,000 customers to benefit from the program by the end of 2024.
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GLOd.light, a global leader in providing transformational household products and affordable financing for low-income households, has introduced a groundbreaking customer loyalty program, marking a first in the off-grid solar sector.
The new loyalty initiative, named the d.light Points Programme, was launched in Kenya this month, with plans to expand to Uganda, Tanzania, and Nigeria later this year. The company aims for over 500,000 customers to benefit from the program by the end of 2024.
This program rewards customers who make consistent payments toward their PayGo products by offering points that can be redeemed for discounts on future purchases and other benefits, such as tokens for free days of power. d.light also mentioned that additional reward options would be introduced as the program expands to other African markets.
The programme was developed after a year-long, in-depth customer research process, including focus groups, surveys, and one-on-one interviews.
To ensure easy access to the programme, d.light provides information about points and rewards through SMS, USSD messaging, or the d.light mobile app. Customers can redeem their earned points either over the phone or via the app.
Donal Connolly, Director of Credit at d.light, commented on the launch, stating:
“Our customers have faced challenging times recently. High inflation across many of the countries we serve, coupled with job and income instability in climate-affected rural areas, has strained households and communities. This includes their ability to access and afford energy at home.”
Last month, the company secured a securitization facility to acquire USD $176 million worth of receivables in Kenya, Tanzania, and Uganda. This multi-currency facility is expected to provide access to reliable, renewable energy for approximately six million people over the next three years.
With this latest facility, d.light has now secured a total of USD $718 million in securitized financing across five different facilities since 2020.
It is worth recalling that last year, the company announced a $30 million securitization facility from the Eastern and Southern African Trade and Development Bank Group (TDB Group), with the potential to purchase up to $125 million in receivable assets.
Connolly highlighted that the new loyalty programme would provide d.light customers with practical benefits, making it easier for them to access reliable solar energy that enhances their daily lives.
“We created the d.light Points Programme so our customers can easily earn points and redeem them for tailored rewards that add value and save them money. For instance, customers who make payments over several consecutive days can redeem their points for credit towards future purchases or free days of power,” he added.
Founded in 2007 by Ned Tozun, a Canadian, and Sam Goldman, an American, who met at Stanford Business School, d.light now operates in over 70 global markets. The company reports having sold nearly 30 million products, including solar lanterns, solar home systems, TVs, radios, and smartphones, impacting the lives of more than 150 million people.
d.light has a strong track record in utilizing securitized finance to support its solar-powered household products in sub-Saharan Africa. Since 2010, the company has partnered with distribution networks in Kenya, Uganda, and Tanzania. It has been active in Kenya since 2011, Uganda since 2015, and Tanzania since 2016.
In February 2023, d.light announced that its USD $110 million securitization facility, Brighter Life Kenya 1 Limited (BLK1), successfully repaid its entire senior debt in full and ahead of schedule using internally generated cash flows, making it the first facility in the off-grid solar sector to achieve this milestone.
Source: d.light
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