#OnShelf: New stores and unique campaigns

by Louise Burgers. New store openings, international brand launches and new campaigns from revitalised brand stalwarts are all signs of a recovering industry and economy.

Eskort rolls out OOH campaign to start conversations with Mzansi

Eskort recently took its new repositioning brand campaign to market to celebrate its new look and feel, while speaking to the heart of Mzansi in her native tongue. The repositioning brand campaign launched with an on-going out-of-home tactical approach to outdoor advertising to bridge the gap between conventional marketing communication that previously excluded the growth segment of the company’s target audience. Strategically selecting prime locations relevant to South Africans from all walks of life, using real insights tailored in a lexicon apt for each location, product proximity and message relevance; the campaign purpose is not only to increase sales, but “to earn Eskort a place in the hearts of every South African”.

Created by MetropolitanRepublic, the campaign purposefully utilises wall-murals, spaza shop and school signage across the country, as opposed to traditional billboards. This was done to ensure that schools, entrepreneurs and community members residing in the local townships are targeted by communicating the brand message in an efficient way that resonates with them. According to Eskort’s group marketing manager, Marcelle Pienaar, the brand’s current marketing communication is grounded in a need to ‘Make pork great again’. “When it comes to protein, pork is a distant third choice in the market, beaten out by beef and chicken. It’s just not getting enough attention, status or love. But we know that, if we can change this, we can grow the category and grow our brand.”

Leroy Merlin Fourways store opens

Group ADEO opened its fourth Leroy Merlin DIY store in Johannesburg, opposite Fourways Mall on March 26. Leroy Merlin is a part of Group ADEO which boasts a workforce of 130,000 employees in 26 autonomous companies in 13 countries, dedicated to 13 retail chains. It has a customer base of 500 million household customers, a turnover in 2019 of 23.1 billion euros (inc. tax) and 3.6% annual growth. “From the day of opening and during the course of the weekend we welcomed over 5,000 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, the DIY retailer ensured the same promotions were available online, as well as in the rest of their stores.

Cedric Sennepin, CEO of Leroy Merlin SA, commented: “We believe we have met a need and our partners play a huge part in this success.” They have partnered with local small businesses, such as Mugg & Bean on the Go; Zviribho Repair Centre for in-store tool repair; Kandua, South Africa’s online home services marketplace, which assists customers in hiring vetted contractors for their projects; Coastal Hire for tool rental; Trailer Boys; and JTSI for key cutting services. Fourways is also the first store to partner with in-store florist, Electric Butterfly Flowers. The Fourways store 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. Its Scan, Pay and Go app was also launched to prevent queuing in store.

Vans launch online in SA

Vans, the original action sports footwear and apparel brand, announced the launch of their online store in South Africa. The brand’s e-commerce offering is now available to local shoppers at www.vans.co.za. Fans can shop a wide selection of iconic classics like the Old Skool, Authentic, Era and SK8-Hi, and get access to more limited drops and seasonal collections, from one dedicated online space. Current collections available on the site, include Vans x Opening Ceremony and Tyson Peterson’s range of psychedelic visuals in the Micro-Dazed Pack. The online store offers free shipping on all orders, and will house product categories spanning across lifestyle, skate and surf for men, women and kids. “We’re stoked to finally launch our local e-commerce platform, which allows us to share global stories and provide a digital space where we may interact with our fans wherever they are. Our omnichannel offering will offer increased opportunities to shop easily, in an entertaining way, recreating the experiential aspects fans have come to know from our brand, online,” says Warren Talbot, marketing manager, Vans South Africa.

Main image credit: MetropolitanRepublic.

Louise Burgers is the Publisher and Editor and Co-Founder of RetailingAfrica.com. She has spent over 20 years writing about the FMCG retailing, marketing, media and advertising industry in South Africa and on the African continent. She has specialised in local and Africa consumer trends and is a passionate Afro-optimist who believes it is Africa’s time to rise again and that the Africa Continental Free Trade Agreement (AfCFTA) will be a global gamechanger in the next decade.

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