d.light Launches Innovative Loyalty Program to Reward Off-Grid Solar Customers in Africa

d.light Launches Innovative Loyalty Program to Reward Off-Grid Solar Customers in Africa
Image credit: d.light

d.light, a global leader in providing household products and affordable finance for low-income households, has unveiled its new customer loyalty program, marking a first in the off-grid solar sector. The loyalty scheme, known as the "d.light Points Program," was officially launched in Kenya on August 7, with plans to expand to Uganda, Tanzania, and Nigeria later this year.

How the d.light Points Program Works

The d.light Points Program is designed to reward customers who consistently make payments toward their PayGo products. Customers earn points that can be redeemed for discounts on future purchases and other rewards, such as tokens for free days of power. As the program rolls out to other markets in Africa, d.light plans to introduce additional rewards, enhancing the value for its customers.

Research and Development of the Loyalty Program

The loyalty program was developed after a comprehensive 12-month customer research initiative, which included focus groups, surveys, and one-on-one interviews. This in-depth research helped d.light tailor the program to meet the specific needs and preferences of its customers. Information on earned points and available rewards is accessible at all times via SMS, USSD messaging, or the d.light mobile app, with redemption options available through phone or app.

Customer-Centric Approach and Future Expansion

d.light aims to have over 500,000 customers benefiting from the program by the end of 2024. This initiative comes at a time when many households in the regions d.light operates in are facing challenges due to high inflation, job insecurity, and the impacts of climate change, particularly in rural areas. 

Statements from d.light Leadership

Donal Connolly, Director of Credit at d.light, emphasized the company’s commitment to supporting its customers during these challenging times. He stated, “Our customers have had a tough time lately. Months of high inflation in many of the countries we operate in, along with job and income uncertainty in climate-impacted rural areas, have put pressure on households and communities. This includes being able to access and pay for their energy at home.”

He continued, “Our customers come first here at d.light, and we want to help them deal with these pressures and acknowledge their loyalty and support as well. We’ve devised the d.light Points Program for our customers to easily earn points and then redeem them for tailor-made rewards that add value and save them money.”

Conclusion: Meeting Customer Needs and Enhancing Accessibility

The new loyalty program by d.light offers tangible benefits that directly address the needs of its customers, making it easier for them to access reliable solar energy. This initiative reflects d.light’s ongoing commitment to improving the day-to-day lives of its customers by providing practical and valuable solutions tailored to their specific circumstances.