Our strategy

Our strategy is about bringing value to our customer on an ongoing basis. We do this by embracing innovation, focusing on cost containment and proactively identifying and dealing with areas of under-performance across the business.
Strategic priorities

Expand our footprint in Africa and invest in new retail formats and categories

Open more low-income home improvement stores in South Africa

Launch new ecommerce offerings in our brands

Focus on owning more of our stores


Our divisional strategies

  • Focus on Game SA brand promise – lowest prices, focused ranges and quality guarantee
  • Improve in-store shopping experience
  • Improve IT and Supply Chain efficiencies
  • Continue roll-out of fresh Food
  • Increase Game Liquor stores

  • Get new stores to trading maturity
  • Enhance Food Retail offering, and refine Fresh and Butchery offering
  • Gain market share in Food and Liquor
  • Widen Baby category
  • Increase number of commercial customers
  • Supply Chain and Inventory optimisation
  • Leverage CRM
  • Refocus on low cost, high volume business model
  • Re-launch web site in support of omni-channel strategy

  • Grow southern Africa store footprint
  • Optimise Builders Trade Depot
  • Optimise Superstore offering and grow the brand
  • Leverage RDC infrastructure
  • Focus on Trade Customers and Business-to-Business


  • New store roll-out in South Africa
  • Expand into southern Africa
  • Operate for less whilst improving customer experiences
  • Review store portfolio
  • Improve Supply Chain and Logistics capability
  • Focus on Saverite franchise



  • New store roll-out in South Africa
  • Expand into southern Africa
  • Grow profitable regions
  • Close smaller or less profitable stores
  • Fresh food assortment


How did we do?
1 Expand our footprint
16 net new stores
+9 Game stores
DionWired stores
Builders Warehouse stores
Builders Express stores
Builders Trade Depot stores
Builders Superstore stores
Masscash Wholesale stores
Retail Food
132 stores
with Retail Food (Makro, Game and Cambridge Food)
(110 in 2013)
African footprint
33 stores
in the Rest of Africa
(30 in 2013)
2 Builders Superstores
8 in 2014
(2 in 2013)

  • Opened 6 more low-income Home Improvement stores in South Africa
3 E-commerce
Makro online launched April (General Merchandise) and October 2014 (Liquor)
Trialling Makro convenience locker access, for later roll-out to SASOL service station forecourts
4 Owned store sales

  • 30.7% of total sales in 2014 (27.3% in 2013)
  • Focus on owning more of our stores.


Our strategic priorities
Improve profitability
Grow Builders and Retail Food in South Africa
Grow into Africa
Grow online



For more information on our strategic priorities  ‘Our CEO’s letter to our stakeholders’