Massbuild operates four complementary brands: Builders Warehouse, which operates large DIY and home improvement stores in major urban areas; Builders Express and Builders Superstore, a chain of smaller neighbourhood home and garden improvement stores; and Builders Trade Depot, a chain of building contractor outlets located in industrial areas in peri-urban and urban areas focusing on delivering a core range for all phases of building projects.
The group currently has 105 stores within South Africa and neighboring countries. Massbuild forms part of the Massmart group in which Walmart has a 51% majority shareholding.
Builders stores are characterised by their vast size and enormous range of products and services. This poses a challenge in terms of staffing for the simple reason that it would not be economically viable to have a staff member in every section of the store at all times.
Due to these challenges, unattended customers became a reality which resulted in poor customer experience for the group and potential loss of business. The group was also not able to measure the impact of a possible poor customer experience in-store, resulting in negative exposure on social media impacting the reputation of the group.
Management embarked on a mission to improve the environment by making it easier for customers to get assistance when required and provide valuable input on their in-store experience at the various available touch points.
Service Systems was approached to assist with implementing a range of solutions to best suit Builders’ needs and environment.
Service rating pads (1 & 5 question) are placed at strategic customer touch points throughout the stores, giving customers the ability to quickly and conveniently rate their in-store experience. This feedback allows the business to analyse performance by department and teller in-store, to area, region and the entire group.
10” Touch Feedback Kiosks have been deployed allowing customers to provide VOC (Voice of the Customer) Qualitative Feedback.