Massmart-owned retailer Game has provided further details around its turnaround strategy – including a plan to relaunch its homeware range.
Game, which is calling its turnaround plan ‘Retail Reimagined’, says its new will homeware range will see products updated across categories including furniture, décor, flooring, and lighting.
The strategy is to gain market share as a general merchandise retailer and step up its game in the affordable homeware category, it said.
“Retail Reimagined is all about transforming and improving the customer experience – not only through an updated look and feel in our stores, but also through the product lines we are offering.
“Consumers no longer looking to purchase homeware products in isolation but rather are seeking a complete solution that will assist them in updating and finishing their homes,” said Andrew Stein, vice president of Game.
The retailer said its merchandise team has researched the latest consumer trends to ensure the relaunched range features relevant and modern pieces, while still providing a realistic price point for Game’s price-sensitive customers.
“Many of our consumers are renting or staying in small spaces – meaning they are often looking for modern, quality pieces to refresh spaces as opposed to making structural changes,” said Stein.
In a bid to attract customers and bring them to stores, Stein said Game will have more products on display instead of just on the shelf.
“We needed to find a way to create a home look and feel for our customers which is why we are creating experiential displays in some of our stores. Customers need to be able to visualise the products in their own homes while getting to grips with the textures and colours,” he said.
New stands and display units will give consumers a better view of the full range on offer, while also providing an idea of how the items could be styled in their homes, he said.
The new displays are currently set up in Fourways Mall and Mall of Africa in Gauteng, with Game planning to roll this out to their flagship stores this year. Turnaround In September 2020 , Massmart launched its ‘Game Reimagined’ test store in the Mall of Africa, providing a new vision of where the group said it wants to take the business.In August 2021, Massmart said it had completed the relay of 64 Game stores within six months since the programme’s inception in February 2021. This, the group said, resulted in double-digit growth in […]
