Wednesday, 26 October 2011

Retaining Village Customers

I just admire it village kiosks. They are ambitious in their own way. The owner is normally school drop out who is loved by all, not of who he is, but for the goods and services he offers.

The kiosk is in many cases found on a corner of the main road leading to nearest town. The kiosk is strategically built in such a way the seller will see customers as they approach from all sides of the roads. There are no adverts at the sides of the kiosk because everyone knows what is sold at the kiosk. The kiosk has modest things that it offers, but more of that later.

The kiosk is normally made of wood or in some cases timber. The door is at the back and for you to enter you have to bend. The plan is to ensure that the upper part of the door has shelves. Space is of paramount importance.

The kiosk is too small that there is no space for sitting down. When the owner wishes to sit he moves out at the nearby bench outside the kiosk. The bench is semi permanently anchored on the ground.

This bench is used as daytime residence of village idlers. That is where you will get the most sophisticated solutions of all problems bedeviling the village, clan, local and national politics. And any other problems of whatever nature you can imagine.

These guys know everyone in the village and the converse is not true. They know what those they know do for a living and what they earn. They even go to an extent of providing details of who sleeps with who and where! Funny thing these guys do not leave that kiosk bench and therefore you wonder how they know those things.

The kiosk lacks a window. The counter is a small timber usually half a foot in width and not more than two feet long. The kiosk, since it is made of wood, occasionally suffers from termite attacks. Mostly the owner's wife is the seller since the husband happens to be a stone mason. The wife enjoys the free gossip she gets from her company.

Now, the kiosk has those essential commodities that village people would require. Basically it cater is the quintessential kadogo economy since the customers are of modest means. The seller goes at great lengths to maintaining and satisfying customers. Supplies are got in main town once a week but fast moving goods are delivered at midday.
It is no wonder, therefore, for the shopowner to devise all tricks to sustain customers. For example you may go to buy a stick of cigarette and the owner concocts a cock and bull story.
ati you want a cigarette?” she will ask feigning sudden frustration.
Oh no, you see that man? Have you seen him?” she poses to you pointing to the opposite direction, yet you see no one.
As you shake your head because appropriate remarks are subdued by thirst for a smoke, she tells you

“ He just bought the last stick. The last stick of your favorite brand. Am so sorry please come later, the supplier was late today,” she says in what appears to be genuine concern for your thirst. On your way home you meet one of the idlers coming to the usual spot for some jaw exercises. You tell him that you are dying of lack of smoke. He advises you to go to town.

“My brother, haven't you heard that the supplier has not come for two days because he has not been paid his dues for a week now,” you cant believe your ears.
In retrospect you remember that you were in town two days ago and had bought enough cigarettes to last for a day and half thats why you didn't know the news earlier. You realize you were duped but the kiosk is intent on retaining its customer base.
It is business.
ends

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