With the opening of its 300th store, Boxer Superstores proved there is no better road to success than listening to its customers. We have always been anchored on giving customer the best deals,” Boxer MD Marek Masojada said. Boxer, which originally traded as KwaZulu Cash & Carry when it opened in 1977 in Empangeni, KwaZulu Natal, has been part of Pick n Pay for the past 18 years. PnP has more than 1,600 outlets in seven countries. Boxer trades across nine provinces and also has stores in the Kingdom of eSwatini.
It employs 20,000 people. Masojada said the company’s marketing was heavily driven by advertising, which is targeted across its broad range of customers, from civil servants to salaried workers, self-employed individuals and SASSA grant recipients. The stores are located in urban, peri urban and rural.com munities, with smaller stand-alone stores through to major shopping malls. Masojada said the 300th store showcased the progressive growth it had enjoyed, despite the challenges of a toughening economic climate over the years.
The current Covid-19 global pandemic has brought with it diminishing household income and escalating levels of unemployment, job losses and retrenchment. It has been an incredible journey evolving our business to the number of stores we have today. We have built three divisions: Boxer Superstores, Boxer Build and Boxer Liquors. They are strategically placed to serve the growing middle to lower income shopper.” Andrew Mills, Boxer marketing director, said the stores had kept customer satisfaction as a benchmark for measuring success. “There is no R100 note with a Boxer logo printed on it that can only be spent in one of our stores. It is our shopper who decides what supermarket is offering the best deals all under one roof. And every day, when we open our doors, we owe it to ourselves to be top of our shoppers’ choice.” Boxer is pursuing growth, Masojada said. We have a systematic development programme in place which sees us growing our effective supply chain and ultimately lowering our cost to serve, while boosting our product availability. We will be opening our Polokwane distribution centre later this year to complement our three other distribution centres in East London, Lanseria and outside Pietermaritzburg. In addition we have a specialist meat factory based in northern KwaZulu Natal that provides affordable meat products across our trading brands.” He said uplifting communities was a prime focus, and had been for four decades. “Under the mantle of Boxer’s Ubuntu Projects we have rein vested into uplifting communities across welfare, health, education and small business development through to forging closer ties with the police stations across the country.” Boxer has worked with NGOs to assemble and deliver food hampers, and contributed R2m to the operation.