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so we spent time investigating specific customer pain
points and looking for ways in which to combat these.
Considering the current pandemic, this has never been
more important, as consumers look to experience a
safe and seamless shopping experience, spend less
time in-store, avoid waiting in queues and shop less
frequently. Innovations within our Mall of Africa store
such as the intuitive floor layout that makes store
navigation easy or the self-checkout counters that allow
our shoppers to skip the queues at the regular till points,
for example, are designed to provide an improved
shopping experience for all our customers,” says stein.

EXPANdEd CATEGoRIEs
Game is also introducing new and expanded categories
as part of its turnaround strategy - all of which are
available in the new Mall of Africa concept store –
including clothing, party solutions, baby products,
best-selling children’s books, home security and
wellness products. While Game will continue to offer
south African household favourites, such as Tvs and
large appliances, it is also going to partner exclusively
with Massmart private labels for its DIy section, such
as Fired Earth, POWErWOrx and LIGHTWOrx .
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“While we are piloting the Game reimagined
format with the Mall of Africa store, we plan
to roll out more future-ready store archetypes
in the coming months.” stein concludes.

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