Africa: brand refresh, expansion

Date : 06 November 2019

As Game launches its brand refresh, Checkers gives more details of its new loyalty programme and Naivas invests in its operations in Kenya, we round up news from the region.

Game undertakes brand refresh…

Massmart-owned Game has refreshed its brand, launching a new positioning, under the tag line ‘You’ve got Game’. The retailer said the refresh was aimed at helping it to reconnect with its shoppers ‘in a highly engaging and relatable way, while more accurately reflecting the business as it is today’.

…As rival Checkers looks to become more customer-centric

Checkers’ launch of its Xtra Savings Programme follows the investment it has made in its IT systems and to re-platform its more than 2,000 stores across 15 countries. The retailer said the programme would involve no points, tiers or levels but would simply provide cash savings on the products shoppers buy. Shoppers can choose to donate their points to charities using the Swipe for Good function. In future, in conjunction with dunnhumby, the retailer is aiming to learn more about its shoppers.

Naivas continues expansion in Kenya…

Naivas has opened its 56th store in Kenya, in Mombasa’s central business district, as the retailer looks to meet the needs of shoppers in the island and the north coast. The new store means it has opened nearly 10 stores in 2019. The retailer’s chief commercial officer, Willy Kimani, said: “we decided to ramp up our coastal presence with a new large outlet on the fairly busy Digo Road to tap into a growing population of walk-in shoppers as well as the motorists who work on that side of the business district.

…As it looks to future growth opportunities

As part of an interview with The Business Daily, Kimani also discussed how Naivas will continue to invest in its operations to maintain its growth and attract new shoppers. Kimani said the retailer would look to add stores in strategic towns in the country in the short term, while adding further examples of its new food market concept in the country.

The new store design dedicates more selling area to fresh ranges, at 25% of the total area versus 10% normally. Internally, the store features well-lit areas and wooden and modern shelving, amongst other developments. Kimani said the new stores require 40% more in capital expenditure.

Twiga Foods receives investment ahead of expansion

Twiga Foods, a food distribution start-up, has raised US$30m ahead of a planned expansion. Twiga uses an online platform to link food producers with retailers, which helps boost demand for farmers’ products, by enabling deliveries of fruit and vegetables to retailers in 18 hours of receiving the order.

Twiga says its platform is aimed at improving the supply chain to help encourage and enable investment in farming more widely. The company said the money it has raised will be invested upgrading the technology behind its platform and to establish a new distribution centre.