South Africa Edition 2

quality interior and exterior paints. A Wall
of Colour with over 310 large format colour
cards offers inspiration and the unique
60:30:10 colour system offers customers predetermined
colour combinations
• Another innovative product is the Fresh
Ground range of interior and exterior paint,
each with its own array of colours and textures
that give a variety of options for artistic
expression in creating amazing spaces. The
wide range of options and colours mean
customers will run out of wall space long
before they run out of ideas. Fresh Ground
paint is also non-hazardous and lead-free,
so it’s environmentally friendly and safe for
homes
• An interior and exterior range of
environmentally-friendly, odourless solutions
for wood has been launched under the brand
Wood Works. The exterior range penetrates
the wood pores for long periods, and contains
a biocide protecting it against organisms. The
interior range is unaffected by light and is
highly resistant to abrasion and wear. A free
booklet available in-store offers advice and
application methods
• A stylish range of chrome taps, mixers, and
bathroom accessories, are packaged under the
Lusso brand in three contemporary designs:
Toscana, Calabria and Lazio.
• A complete pool care solution is offered in the
BlueChem brand. Free pool water testing is
done in store, and specific BlueChem products
are recommended, so that the customer’s pool
can be effectively and affordably treated
While Builders Warehouse is a mass
merchandising retailer, customers expect
specialist information and advice on projects and
purchases.
Builders Warehouse has embarked on a
customer education programme, providing
comprehensive product information at the point
of purchase. This helps customers to make
informed decisions about the correct product for
the application. Equally importantly, this POS
signage serves as a reference to staff to reinforce
information provided at product training
sessions.
PROMOTION
Builders Warehouse uses print, radio and - most
recently - television to promote the brand and
its products. Print includes community and daily
newspapers, using various formats like wraps,
inserts and run of press.
Brand awareness and product and price ads
on regional radio stations such as 94.7 Highveld
Stereo, Jacaranda and Algoa FM are broadcast
during peak traffic times in the morning and
afternoon.
In addition to its advertising media, Builders
Warehouse uses a soft brand awareness approach
with product and price on television. Ads are
broadcast during peak viewing times in the
evening on various popular channels such as
SABC2/3, M-Net, DStv and e.tv.
Carnival weekends are held at various
Builders Warehouse stores throughout the year to
generate excitement in the local community with
entertainment and great savings on products.
Events are held randomly during the year to fit in
with individual store plans.
BRAND VALUES
The Builders Warehouse payoff line is “Biggest
Range, Better Value, Best Advice”.
Its promise includes “Home Improvement A
to Z”, with regard to its wide range of product
offerings, “all under one roof ”, as well as being
open for trading seven days a week.
The brand is committed to customer service
and offering solutions across various product
categories, at a competitive price. The Builders
Warehouse logo is a large roof, emphasising
the notion of everything under one roof in the
consumer’s mind.
The Builders Warehouse vision is:
• To be a world-class home improvement
retailer
• To become the largest and most profitable
home improvement leader in South Africa
• To cater for the needs of home owners and
professional contractors
• To be the retailer of choice to suppliers
• To be known for innovation and inspiration
• To be the employer of choice in its industry
THINGS YOU DIDN’T KNOW ABOUT
BUILDERS WAREHOUSE
Builders Warehouse forms part of the
Massbuild group, which comprises 65
outlets trading in DIY, home improvement
and builder’s hardware. The three brands
that form Massbuild are Builders
Warehouse, Builders Express (previously
Servistar) and Builders Trade Depot
(previously Federated Timbers)
Builders Warehouse offers the largest
selection of exclusive patio furniture
from rattan to wood, stainless steel to
plastic. The rattan furniture is UV treated
so it can be placed in direct sunlight
without becoming damaged. The wooden
furniture is available as Saligna wood,
hardwood or teak
Builders Warehouse is the first big box
format home improvement store with
every home improvement requirement
under one roof in South Africa