Apart from raising stock levels, the bed and couch specialist franchisor company has initiated a nationwide training and awareness campaign, based on the promotion of fresh look and feel and business concept. Two flagship pilot franchisee stores, in Watermeyer, Pretoria, and in Tzaneen, already display the new group's corporate look and feel, complete with bold new logos and marketing collateral.
Says John Rogers, group chairman, “This is a competitive market and we are acutely aware of the fact that consumers want – and thoroughly deserve – quality and value for money. Our image reflects the stability and security associated with a strategic investment in quality, affordable and practical bedroom and home furniture”.
He says that the group wants people to be aware of the alternative that the franchise chain provides in the form of expert knowledge and competitive.
Herman Botha, the group's national franchise manager says the 2007 festive season is a critical period for the company.
“The festive period is a time when most people review their existing infrastructure and make plans to invest in new merchandise. Given that more franchises are being opened at the same time, it will be a test for the company and the efficiency of our overall operation,” says Botha.
The focus, he says, is on ensuring the company's HR component is fully able to implement the new look and feel and to this end, product knowledge and customer service levels are two of the key areas of focus.
“Our short term objective is two fold – we would like to bring to the attention of customers that we do have a complete range of beds and bedroom accessories, as well as couches, available, and that they can take advantage of specials during the festive season under the banner of a brand new Bed & Couch image,” says Botha.
