In 1976 when Roberts joined the practice, Pick 'n Pay had already opened their first Hypermarket and 18 Supermarkets. Today that number stands at 14 Hypermarkets and 114 Supermarkets with plans for some 23 new stores to be built over the next 2 years. Bentel Associates International has partnered the supermarket chain on their journey of growth and change.
Many factors have dictated those changes, competition not the least of these. In the mid 1990's a number of new players arrived on the retail scene and this dictated a rethink for Pick 'n Pay's management. They began introducing new lines, ready-prepared meals and specialty foods. Merchandising was expanded to improve on existing clothing, hi-fi, and houseware lines, and to offer shoppers a wider variety of quality products obtainable all in one place.
In 1997-98 a new program was introduced. Special markets were created to bring products onto the floor and manufacturing was open to view. So for example, bread and meat preparation became visible to the shoppers, making them aware (at least in part) of the processes involved in bringing these products to the marketplace. These new dynamics were dictated by lifestyle changes and the fast-maturing democratic changes occurring in South Africa. Also, in Roberts' opinion, this program was the end result of the courageous and innovative management of Sean Summers, CEO of Pick 'n Pay.
In a period of two short years, Bentel Associates International had the exacting task of overseeing the refurbishment of almost all existing stores. Most of these alterations were made while the stores continued business operations, adding to the complexity of the projects. 'Fortunately,' says Roberts, 'South African shoppers are remarkably resilient.' Doubtless, experience has also played a valuable part as Roberts has refurbished close to seventy Pick 'n Pay stores over the past decade and a half.
Throughout these and all projects Roberts liaises closely with his colleague on the Pick 'n Pay side, Director of National Operations, Moshe Pulik. The actual task of Store Planning involves a good deal of orchestration, of balancing wants and needs with practicalities. The overall designs must conform to the financial and demographic rationale of Pick 'n Pay. There are site and centre assessments that have to be made. Proper positioning of the store in relationship to parking, pedestrian access, goods deliveries and to the other stores in the complex is obviously vital as is the comfort level of shoppers inside the store. Trends in interior decor and layout have also been subject to change over the years. Other factors, such as convenience, suitability, lighting- these are fundamentals that must be properly managed and again, the experience of many years usually provides the guidelines. The building specifications demanded by Pick 'n Pay are extremely high and negotiation with the Developers is generally quite protracted.
Over the years Roberts has seen technological advances that have improved security, simplified stock and checkout procedures and generally benefited shoppers and staff. Third-party payments, cash facilities and even banking have been added in the financial range of offerings. There are plans to expand into healthcare with health products and consulting pharmacies. To date, healthcare facilities have to be located separately from general stores because of legislation, but this might change in the future. As far as Roberts is aware, there is no immediate plan to expand into Africa with Corporate Stores. Rather, the focus remains within South Africa, keeping a close watch on the changing demands of societies within this region. As the range of products widens, new and exciting offerings will be made available.
According to Roberts, South African supermarkets in general, and Pick 'n Pay especially, rank among some of the best in the world, and visitors from many countries come here to learn. There is generally a mutual sharing of information and certainly the discipline is constantly evolving.
In helping to build the legend of Pick 'n Pay, Roberts believes his firm has received many benefits. He does not begrudge a moment of his time or a modicum of the considerable effort involved. Through rough times and smooth, he has enjoyed the challenge and particularly the relationships that have been built. He considers himself especially fortunate to have been given the opportunity.
Enquiries: Mr Stephen Roberts
Bentel Associates International
Tel: (011) 884 7111
http://www.bap.co.za
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