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Inside Game’s new ‘future-ready’ store

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Game will roll out two more future-ready stores by the end of 2020.
Game will roll out two more future-ready stores by the end of 2020.

Retailer Game has introduced what it calls a “reimagined future-ready” store at the Mall of Africa in Midrand, Johannesburg.

The African retail giant says the new concept is in line with its overall turnaround strategy premised on “Retail Reimagined” – which adopts an innovative approach to address customer needs and improve customer experience.

Innovations piloted at the Mall of Africa store include self-checkout counters, price check booths, sampling vending machines, electronic shelf labels and free customer WiFi in store.

According to the retailer, the new concept retail store is the first of its kind to be transformed as part of the new strategy, and it has undergone a phased approach of upgrades designed specifically to create a seamless customer experience.

Innovations in the Mall of Africa store such as intuitive floor designed to make store navigation easy or the self-checkout counters that allow shopper to skip the queues at the regular till points, are aimed at provide an improved shopping experience for customers, says the retailer.

Self-check-out counters.
Self-check-out counters.

Andrew Stein, VP of Game, says the new store concept goes beyond providing a modernised look-and-feel, and rather encapsulates the direction which the retail giant is moving in – towards a broader turnaround as a business.

“We have consulted with a number of key role players across the business, conducted extensive market and customer research and internally reviewed Game’s relevance in the African retail landscape.

“We also took the time to look at local and international best practice and emerging trends to create an experience that puts customers at the centre of our stores. We are making positive strides in our turnaround while staying true to our value proposition for our price-sensitive customers, who expect not only wide product ranges but quality too, at unbeatable prices,” notes Stein.

The appliances and gadget section.
The appliances and gadget section.

The store will in future feature a children’s play area, digital touchscreens that allow shoppers to access information on Game products and interactive demonstration zones across the various store categories where consumers can test products such as prams, children’s bicycles, and electronics.

The retailer is also introducing new and expanded categories as part of its turnaround strategy – all of which will be available in the Mall of Africa concept store – including clothing, party solutions, parenting, children’s books bestsellers, home security and wellness.

“Game is changing the way we operate within our stores, our store layout, our product ranges, category propositions, and customer service,” Stein points out.

The QR code scanners allow customers to check product prices.
The QR code scanners allow customers to check product prices.

The retailer plans to roll out two more future-ready stores by the end of the year. Along with other strategic plans, such as the phasing out of Fresh and Frozen foods from 65 stores by November.

Game recently migrated to the SAP S4/HANA cloud system, which improves the retailer’s data analytics capabilities, business process efficiencies and integration with their online store.

“This also means we will be able to ensure an optimised assortment of products according to individual consumer demographics in each of our stores,” explains Stein.

“The concept of ‘Retail Reimagined’ is about transforming and improving the customer experience as a whole. Considering the current pandemic, this has never been more important, as consumers look to experience a safe and seamless shopping experience, spend less time in store, avoid waiting in queues and shop less frequently.”

Sampling vending machines.
Sampling vending machines.
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