Retail chain Game’s outlets have gone through a snazzy new makeover. But wait. There is more

• Struggling retailer Game is trying to change its fortunes with a revitalisation of its stores.
• The chain, which is better known for its discount warehouse layout, has now adopted a more sophisticated look.
• Its stores will have improved lighting and layout, along with larger aisles.
• Game's goal is to be price leaders on a specific range of goods.
• For more stories go to www.BusinessInsider.co.za.

Struggling retailer Game is trying to change its fortunes with a revitalisation of its stores.

The chain, which is better known for its discount warehouse layout, has now adopted a more sophisticated look.

The plain is to try and maintain the energy of its "stack them high and watch it fly" discount culture but in an environment where they will have improved lighting and layout, along with larger aisles, says, Game VP for marketing, Katherine Madley.

"The customers came in their droves because the deals were amazing. We still have the amazing deals, but in a very comfortable shop."

The chain wants to offer an entertaining shopping experiance. Image: Larry Claasen

The idea is to connect to what Game calls South Africa's "heartland," which it says are young black people in their thirties, a key demographic for the group.

"It's where you buy your first microwave, first TV, first couch. It's people who are starting out," says Madley.

Game says it still wants to be the store where people get their first TV. Image: Larry Claasen

Losing its connection with this demographic, and the Covid-19 crisis are some of the reasons the group's performance has slumped in the past few years.

The chain's trading loss almost doubled to R1.03 billion for the year to end-December 2021. Game was the biggest driver of its parent company, Massmart's R2.2 billion loss for the period.

Game also has not been helped by the rise of e-commerce sites like Takealot that have eaten into market share.

Wider aisles at Game. Image: Larry Claasen

The scale of Game's fall and rise of e-commerce can be seen in Takealot's revenue of R13.15 billion for year to end-March 2022 is close to Game's R15.3 billion.

Game now hopes that a new look store, a revitalised online retail presence, along, with its traditional discount pricing will bring back its customers.

Game still promises great deals. Image: Larry Claasen

Aside from the revitalised stores, the chain is also changing its product mix. It has a renewed focus on dry foods, brought back clothing, but is doing away with fresh and frozen foods.

New store comes with improved lighting. Image: Larry Claasen

Game's goal is to be price leaders on a specific range of goods.

"There are 70 lines where the price will not change for months".

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