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24 May 2023
Media Release
Massmart’s latest Walmart inspired technology launch set to improve online customer experience
Massmart, owner of Game, Builders and Makro, has introduced Walmart’s Global Integrated Fulfillment (GIF) software to all Makro stores – with plans underway to expand into Game and Builders.

Massmart, owner of Game, Builders and Makro, has introduced Walmart’s Global Integrated Fulfillment (GIF) software to all Makro stores – with plans underway to expand into Game and Builders. GIF Store Assist is an order fulfillment software application that digitizes and optimizes the picking, packing, staging and distribution of online orders. This world class fulfillment app was custom built by Walmart and adapted for Massmart, leveraging Walmart’s years of operating experience in the United States.

Massmart’s Vice President of Group eCommerce Pickup & Delivery, Merlin Otto, explains that this is the group’s latest initiative in its quest to become a leading online destination for local shoppers, that leverages the group’s store network to create a strong omni-channel ecosystem. “We have made significant investments to build and grow our eCommerce offering at Massmart,” he says. “Given growth in 2022 of over 90% across the eCommerce portfolio, our ability to efficiently process higher volumes of orders is a key success factor., We anticipate that the integration of GIF into our business will enable shorter lead times for online orders.”

Key benefits that this proprietary Walmart technology will deliver includes: automated, real-time visibility of new orders for store fulfilment teams; configuration of optimal paths for picking orders based on factors like efficiency, product locations and the customer’s chosen fulfilment option; and the addition of product images on orders, enabling easier identification of products on shelf.

The rollout across Makro stores was completed last month and the benefits of GIF Store Assist are already clear with order pick rates having increased by as much as 150% since implementation, and an overall 40% reduction in total order processing time. Following the rapid improvements seen at Makro, the focus has now moved to implementing the technology at Game Stores.

In conclusion, Otto adds that, “Although 80% of Makro orders are already delivered within two days, the use of this type of technology will ultimately, in the near future, enable same/next-day order fulfillment across the group.