GROUP ADEO opened their fourth LEROY MERLIN store in Johannesburg, opposite Fourways Mall, at 9am, on Friday 26 March, 2021. “From the day of opening and during the course of the weekend we welcomed over 5000 customers,” says Claudia Krishna (LEROY MERLIN Brand and Customer Experience Leader). “We were cautiously optimistic about the turnout as we are still in the midst of a pandemic and we were uncertain if customers would come out in their numbers.” In order to split the risk, DIY retailer LEROY MERLIN ensured the same promotions were available online as well as in the rest of their stores.
From 7am the queue outside the store began to form, and by 9am the line grew to approximately 50 metres in length. There were 130 LEROY MERLIN staff members gathered outside the store and, as is customary for the LEROY MERLIN group worldwide, the staff with scissors in-hand inaugurated the store’s first day of business by simultaneously cutting the bright green ribbon. As the doors opened, staff members lined up on either side of the LEROY MERLIN atrium and with singing, clapping, and cheering welcomed the first customers as they entered into the store through the large white and green balloon arch. The ceremony lasted approximately half an hour.
“We are proud of the warm welcome and positive feedback received from customers both in-store and posted on social media,” says Cedric Sennepin (CEO of LEROY MERLIN South Africa). “We believe we have met a need and our partners play a huge part in this success.” LEROY MERLIN have proudly partnered with local small businesses, such as Mugg & Bean on the Go; Zviribho Repair Centre for in-store tool repair, and Kandua, South Africa’s largest online home services marketplace, which confidently assists customers to hire vetted contractors for their projects. Coastal Hire is available for tool rental, Trailer Boys if you would like to get your project 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.
Departments that proved to be most popular with sales were considerably different to the opening of the LEROY MERLIN branches in Greenstone, Little Falls and Boksburg. “Home Decor, Lighting and Bathroom were in pole position as well as landscaping,” adds Claudia Krishna. “Our other openings were dominated by Plumbing due to the excellent price on geysers and Landscaping with one particular patio set that was always very popular. Our ranges in the three top performing departments are unlike anything available on the market. We can clearly see that the South African consumers were eagerly awaiting an alternative to what is currently available at competitors.”
Despite the long queues, they moved swiftly. “We had positive feedback from our customers on our newly developed Scan, Pay and Go app that allowed customers to scan and check out their own items without standing in the queue,” adds Krishna.
LEROY MERLIN Fourways boasts a unique layout with the aim of motivating customers as they embark on their DIY Journey. The inspirational display areas help customers visualise their future living space in a realistic setting. “The customers I spoke to over the weekend were blown away by this new take on DIY & Home Improvement,” continues Krishna. “Our workshops were also of particular interest and it seems that we really have some DIY enthusiasts in the Fourways area.”
LEROY MERLIN Fourways enjoyed a really successful opening weekend. “Our task now is to maintain the high level of service, low prices and exceptional range consistent with the demands of our customers. We eagerly await the arrival and feedback of the contractor market which generally operates more so during the week,” concludes Krishna.
