Chronicle Editor
Dumisani Nsingo, Senior Business Reporter
ONE of Bulawayo’s emerging indigenous hardware and motor spares retail giant, Max Hardware has opened another branch in Filabusi, Matabeleland South Province as part of its efforts to grab a substantial niche market in rural areas.
Max Hardware director Mr Bhekimpilo Sithole said the opening of another branch in the rural service centre of Filabusi was part of the company’s expansion strategy aimed at reaching out to its customer catchment areas.
“We opened another branch in Filabusi on Monday (last week) and in opening this branch we felt we had to repay the loyalty shown to us by our clients, most of whom come from that side. We have over the years had institutions such as clinics, hospitals and schools coming all the way from Matabeleland South, especially Filabusi, to purchase goods from our Bulawayo shop. In business one has to be wherever their customers are and make it as convenient as possible to visit them. Location is of utmost importance especially to businesses that sell goods or services directly to customers at brick-and-mortar establishments,” said Mr Sithole.
The company has also set sights at opening another branch in Gwanda late this year.
“If you develop a solid product or service and offer good customer service and a friendly attitude, you could develop customers for life in a small community. They are normally very loyal and will likely continue to be your customers as long as you maintain the same quality and service they expect. As such we are also looking at opening another branch in Gwanda,” said Mr Sithole.
He said the company’s expansion and growth strategy was also spurred by an upsurge in construction activities in rural areas.
“We have come to realise that over the past years there has been a hype of activity with regards to construction in rural areas as more and more people seek to modernise their homesteads away from the traditional domestic structures built of mud,” said Mr Sithole.
He said the company recruited its workforce for the branch from the local community.
“We have employed four people at the new branch and in a way employing local workers signals to your customers that you’re invested in your local community. Your commitment to your community will earn you bonus points with your customers and they’ll be more likely to support your business and give you valuable word-of-mouth recommendations,” said Mr Sithole.
Max Hardware was one of the recipients of an award at the Matabeleland Retailers and Wholesalers Annual Awards, organised by the Confederation of Zimbabwe Retailers held late last year. The company received a Small and Medium Enterprises-Special Recognition Award.
derick.khumalo