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#02
DELIVERING A GREAT EXPERIENCE John Fraser talks operations
JESSICA PILLAY EAST RAND STORE MANAGER My Edcon journey
JOHANNESBURG NORTH DIVISION INITIATIVE Making a difference
Message from CE: Andrew Levermore
STRATEGY UPDATE We’ve seen steady growth and some very positive results from peak trade initiatives over the last quarter. Though the latest statistics are not out as yet as I write this, the results of some of our competitors might mean we regained some market share in end 2016. Our assortments are taking shape and our improved offer is attracting positive customer comments. Highfashion private labels Free 2BU and JX sales are growing significantly and creating excitement amongst our customers. Our new price positioning has certainly been recognised in the latest market research and is being commented on consistently in our NPS ratings. Recent store revamps have been noticed and pleasantly received by both customers and the business community. And these stores are showing significant growth. Further revamps will continue into the next period. Our added staff in stores have been noticed by customers, improving NPS scores, so it’s vital that stores continue to focus on customer service, to maintain the very positive momentum we’ve created. Daily huddles are imperative to keep our eye on the ball!
January trade was a bit tough in some smaller stores where we underinvested in inventory, leading to stock shortages at the end of 2016. Fresh tactics and plans to improve these stores’ stock positions are already underway. There were plenty of great examples of “trader mentality” in stores over peak trade and lots of wonderful local initiatives driving the decent results. Good news on the marketing front, too, as our participation in Black Friday drove the biggest ever sales in a single day – ever! Stores were overrun and the teams performed remarkably well under the pressure. Our Laduma! initiative was very well received and drove extra effort in stores. This effort resulted in decent rewards for all who made it and some very lucky winners of cars, cruises and TVs. Well done to all on a better-than-expected festive season of trade! Thanks for the extra energy, enthusiasm and huge effort. Let’s keep it going as we implement our new strategy and take Edgars to the top of the pile again! Best wishes to you and your families.
Andrew Nicky Correia – General Manager, Marketing
WELC OME “I am delighted to be joining the marketing team and broader Edgars team, and look forward to meeting everyone and visiting stores. I am personally very excited with the prospect of what lies ahead for our iconic brand, supported by the strong initiatives the management team has already started. In the next edition of Edgars Buzz we will share some of our key marketing and customer-driven priorities as well as our passion for building the Edgars brand.”
“Make the customer the hero of your story – happy trading!”
Delivering a great experience
OPERATIONS We’ve said it before, and we gladly say it again: We are very proud of our stores. At every level, our stores and staff really delivered over the peak trading period. The level of enthusiasm was palpable at store level, and the motivation was sky high toward the end of 2016, as we got off to a bang on Black Friday. Most of our stores achieved their best-ever sales on the day and the queues were unbelievably long. Our teams did a great job in keeping the customers happy and, despite all the pressure, our NPS scores actually went up that day. We are also aware that the majority of our employees put in extra long hours that very night, to recover and prepare the stores for Saturday
John Fraser
General Manager: Edgars Store Operations
trading the next day. Now that’s commitment. Well done to each and every one! During December we saw the positive waves of momentum of excellent trading carry through the peak trading period. Our top stores created some amazing-looking Santa’s Grottos – offering our customers a fantastic holiday experience that was at once just as much traditional as it was unique. Despite how busy we all were during this important and high-pressure trading period, we managed to maintain a stellar NPS score of over 46% throughout the month. This means that we delivered to so many customers, old and new, the best possible Edgars shopping experience. It goes without saying that this is what reminds customers
Jessica Pillay: Store Manager, Edgars East Rand Mall
MY EDCON JOURNEY My journey with Edcon started as a security guard at Edgars West Street in Durban, in 1998. I was interested in Edgars’ business and decided to make every effort to learn everything I could about it. I really wanted to work for Edcon, so I sacrificed many days off to learn the Edgars system. I am glad I did this because it prepared me for when I finally landed my first position. I was appointed as the Security & Maintenance Manager of Edgars Pietermaritzburg in 2003. I’ve always considered this the real start to my Edcon career success story. After two years in security, I was promoted to Store Admin Manager at Edgars Newcastle. I then spent the next six years as Store Admin in Edgars stores in Lakeside Mall, Eastgate and later also Edgars Sandton. A definite highlight for me was successfully running – from an admin perspective – the two biggest stores in the Edgars chain. It is at this point that I realised that, here at Edcon, the sky is truly the limit. This to me is proof that hard work, passion, commitment and self-motivation really does pay off in the long run. During my time at Edgars Sandton, I became
interested in Operations. Again, I took the time to learn and involve myself. In April 2015, I was appointed as a Store Manager for Edgars East Rand Mall. I spent my first six months getting to really know my staff, nurturing their strengths, inspiring them and – most importantly – setting clear and realistic expectations. I have been the Store Manager of Edgars East Rand Mall for two years now. I must say that I have the best team anyone could ask for. They are supportive, results driven and passionate. That’s why they produce the kind of results that make me such a proud leader. In closing, I love what I do and I am passionate about it. I am also loving the fact that, as Store Manager, Edgars has empowered me. My success in Edcon was also as a result of good, supportive leaders who were dedicated to my career, success and growth. The motto I live my life by is: “Success is not about what I can do, but rather what I can enable others to do.”
why they love our brand. They will go home and tell their family and friends about Edgars – true advocates for our brand. I am also delighted to report that 89 of our stores made the Laduma! bonus in November last year, and a further 39 stores achieved it in December. I made the trip out to the Manzini store in Swaziland in January, for the cruise-winner draw. What a remarkably humbling experience it was. I am so proud to be part of a brand that creates such rare experiences for its employees. So, what about 2017? We are staying course and will roll out our new brand look in an additional 30 stores. We will continue to invest in new jobs to enable us to provide the level of service all of us at Edgars want to achieve.
Jomandie Taljaard, Specialist Buyer for Sleepwear
STYLISH SLEEPWEAR These days, we lounge in our sleepwear and often sleep in our loungewear. So why not offer a great selection of both? Cosy comfies such as slouchy separates in super-soft and cuddly fabrics, along with slightly baggy leggings and joggers will all become a big part of our customers’ world at the end of April, when we start moving into winter. That’s why we’re introducing an exciting new loungewear range that will push boundaries and allow the customer to take their indoor lounge looks to the outdoors. Sleepwear won’t be dull either! We’re seeing some stylish new silhouettes coming through in button-through sleepshirts and the most cuddly waterfall gowns. All while still offering the great value microfleece pyjamas from only R199.95 – already gift-packed for easy Mother’s Day shopping. Also look out for matching slippers with our sleepwear this winter. So customers can shop the look they deserve. Our customers have spoken, and we are responding to their needs by extending the standard Shelley size curve to include XL from winter 2017 onwards (it only ran up to Large in the past). All of our value pyjamas now go up to size 3XL, and we have also increased the number of units between 2XL and 3XL, to give our customers even more choice.
Johannesburg North Division Christmas Wish
WE MADE A DIFFERENCE Meet Adele Borman. She has been a Visual Merchandiser at Edgars Southgate Mall for over four years. Adele is a remarkable person, a hard worker and an integral part of the team and, by extension, the entire larger Edgars Johannesburg North Division. Adele is kind, humble and generous. She never complains, and is always willing to go the extra mile for customers and her colleagues alike. That’s why the team at Johannesburg North Division were saddened to learn that Adele has been suffering in silence since childhood with a medical condition that has impaired her hearing. It had deteriorated to the point where she has only 30% hearing in one ear and 20% in the other. It was heartbreaking to hear Adele explain how difficult it had become to perform at her best at work. Through all this time, Adele never once complained. The good news however is that Adele’s hearing can be fixed.This would require earpieces that would cost R8 000 – money that Adele just could not afford all on her own. That’s why Johannesburg North Division used its 2016 Divisional Christmas Wish campaign to ask you to help make a real difference and try to change Adele’s life! With the money raised by the Johannesburg North Division team, including stores and chain executives, they were able to purchase the earpieces. The Christmas Wish ceremony, held on the morning of 22 December 2016 was a very emotional event, as this was the day Johannesburg North Division announced that they would be paying to fix Adele’s hearing. “Thank you all so much,” Adele said through tears of joy, ”I can’t wait to be able to hear the rain falling outside again. I can’t wait to be able to communicate with you all and my customers without constantly having to try and lip-read.” At the time of writing, Adele has already gone for her second appointment to have moulds custom made for her ears. By April, her new earpieces will be fully fitted. Thank you, everyone who contributed, for helping make such a big difference in the life of one of our Edgars family members.
JHB North Division purchases hearing aids to make Adele’s Christmas wishes come true
“Thank you all so much. I can’t wait to be able to hear the rain falling outside again.”
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Laduma, the isiZulu term for “it thunders”, was the term we used to celebrate scoring our goals during the peak trade period of FY17. Our goals included delighting our customers and achieving our sales targets. In 2016, Edgars launched our most rewarding peak trade incentive ever: every store had a chance to be a “Top Store” as the rewards were uncapped. In addition to incentives, employees had the chance to win a car, a holiday cruise and flatscreen TVs in both November and December 2016.
Edgars Garden Route Mall
Edgars Kalahari Mall
SHALBY FREDERICKS
MELISSA JANSEN
November VW up! winner
December VW up! winner
“When they called out my name, I couldn’t help myself. I jumped and danced with joy. “It’s the best feeling ever: I am now the proud owner of a brand new car. I can transport my family in style. “Laduma! was the best staff incentive drive in years. I feel more positive about the new Edgars and the efforts to turn our business around. Here’s to being employed at Edgars for years to come!”
“I never thought I would win. You know, you’re aware that you stand as much of a chance as everyone else. But it never really sinks in until you actually win! “I was very excited when they called my name. I just remember feeling so happy. “And, of course, I am very grateful. Winning means so much to me. Now, because of this car, my life has changed in one of the best possible ways.”
Edgars Vaal Mall
Edgars Thabazimbi
MANOTSI BOREPHE
MARIA SONGO
November holiday cruise winner
December flatscreen TV winner
“I am so excited. This was the biggest day in my life and in my career. “This means so much to me, and I can’t wait for the moment when I actually leave on the cruise. “We all worked very hard and we did it as a team. “Thank you for Laduma! We wish it can be done again, as it inspires us and motivates us to do more.”
“At Edgars, great performance equals great rewards. “This has been the best incentive ever. Standing the chance to win a car, a boat cruise or a plasma TV is really something special. “I am so proud to be a part of Edgars, it’s the best company to work for. Being recognised encourages us to develop as individuals and as part of the team.”
Edgars Manzini
Edgars Fountain Jeffery’s Bay
SONTO NTSHANGASE
VUYOKAZI MKWANAZI
December holiday cruise winner
November flatscreen TV winner
“I could not believe I was really the winner until that moment when I found myself standing next to John Fraser. “Edcon has fought a good fight. It feels like the challenging times are over now and we can all keep moving forward. “I feel energised, excited and motivated. Laduma! came with a lot of energy and encouraged teamwork as we composed songs and sang together.”
“Winning was like a dream come true. For me, it confirmed that the possibilities truly are endless here at Edgars. “Words cannot describe how special I felt when I won. Ever since, I’ve been motivated to give it my all and improve where I can as an Edgars employee. “I think Laduma! was a wonderful initiative and it brought us together.”