LEROY MERLIN OPENS IN FOURWAYS
Group Adeo recently opened its fourth Leroy Merlin store in Johannesburg, opposite Fourways Mall. Over 5000 customers were welcomed, according to Claudia Krishna, brand and customer experience leader. She says they were cautiously optimistic about the turnout due to the Corona pandemic, and were uncertain if customers would come out in their numbers. In order to split the risk, they ensured that the same promotions were available online as well as in the rest of their stores.
As is customary for the group worldwide, there were 130 staff members gathered outside the store for the opening, where a ribbon cutting ceremony took place.
Cedric Sennepin, CEO of Leroy Merlin South Africa, says they are pleased with the positive feedback received from customers, both in-store and posted on social media. The group has partnered with local small businesses such as Mugg and Bean on the Go, Zviribho Repair Centre for in-store tool repair, and Kandua, South Africa’s largest online home services market place, which assists customers to hire vetted contractors for their projects. Coastal Hire is available for tool rental, Trailer Boys to get projects started as soon as possible, and JTSI for key cutting services. Fourways is the first of the Leroy Merlin stores to partner with the in-store florist, Electric Butterfly Flowers.
There was positive feedback from customers on the newly developed Scan, Pay and Go app that allowed customers to scan and check out their own items without standing in the queue. The Fourways store has a unique layout with the aim of motivating customers as they embark on their DIY journey, and inspirational display areas help them visualise their future living space in a realistic setting.