OK Zimbabwe will soon launch into a period of reinvestment, development and growth. Endeavour Magazine spoke to Tendai Makomva, Group Marketing Director, to find out what impact this exciting phase is expected to have.

Established in 1942, OK Zimbabwe has accomplished beyond all its expectations in just 73 years, fully establishing itself as the retail company of choice in its country. Proactively responding to the needs and wants of customers, the organisation offers easy and convenient access to a wide variety of products and services that may otherwise be unavailable.

WRITTEN BY AMY TOCKNELL

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OK ZIMBABWEWWW.OKZIMBABWE.CO.ZW

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OK Zimbabwe has risen through the retail ranks at an impressive rate. Its first branch opened in 1942 and the second followed ten years later; a further five new outlets opened before

1961. Today there are 59 stores operating nationwide, but the company’s growth is not finished yet. Tendai Makomva explained the proposed expansion plans and large scale investments,

“OK Zimbabwe is set to invest $16m in its operations and refurbish several existing stores nationwide due to increased competition. Our main rival is TM Supermarkets, backed by Pick n Pay, who last year invested $25m to refurbish its 50 stores across the country.”

It’s clear that OK Zimbabwe is a company that not only listens to its customers but also keeps a watchful eye on competitors, staying at the forefront of a competitive industry thanks to extreme vigilance and an ability to identify needs before they are expressed. This is a great skill to have, particularly when new rivals are springing up all the time. In addition to TM Supermarkets, the Choppies Group have also tried to muscle into the retail environment, taking over a number of Spar outlets. OK Zimbabwe’s response was to open a new wholesale and retail hybrid store designed to offer consumers increased convenience.

“This is a hybrid model; as with most of the OK Marts you get people who are buying just for their personal consumption and also for trade, so we actually cut across the different sectors of customers. Our point of difference is obviously the range – at OK Mart, we always speak about the range. You actually get what you want under one roof, from your dry groceries, to your butcheries and fresh department, so we are actually bringing something new to the market. Plus, employment has been created for locals as we have actually recruited new people to come in and fill in the gaps, not merely transferred existing employees.”

It’s not just the 1500-strong staffing body and consumers that are delighted to be linked to OK Zimbabwe: suppliers are coming forward to give their seal of approval to this forward thinking and groundbreaking retail organisation. EA Electricals, a partner of OK, have been exceptionally pleased to work with the retail giant, as sales representative Mr Peacemore reveals,

“It is our pleasure to working with OK Mart because of their focus. We are looking forward to working with OK Zimbabwe, OK

OK ZIMBABWE

OK Zimbabwe is no stranger to change or development. Incorporated in 1953 under the name Springmaster Corporation, then again in 1984 as Deltrade Limited, the final transformation occurred in 2001 when OK Zimbabwe was finally chosen. It’s not just the name of the organisation that has changed dramatically over the years; the reach of this retail giant has grown steadily to encompass a vast network.

Mart and Bon Marche as the whole conduit of OK, because it’s our goal to be the electrical supplier of choice.”

Reliable suppliers, satisfied customers and motivated staff are a recipe for success and one that OK Zimbabwe has perfected. However, the company has become known for more than great range and value: the OK Grand Challenge is a much anticipated yearly competition. Started in 1989 with the top prize of a brand new Mazda 323, the promotion has grown in leaps and bounds, attracting support from large names including Colgate and Cocoa Cola and offering a staggering ZW$70 million jackpot prize in 2007. Using the slogan “Shop at OK, where everyone is a winner”, the OK Grand Challenge attracts tens of thousands of eager spectators every year and was named the most outstanding retail promotion campaign of the year by the Marketers Association of Zimbabwe in 2011. 2015 has seen the accolades continue to roll in, with OK named as the best performing retailer of the year in the ZNCC awards.

Despite these successes, the OK Group Chairman David B. Lake reveals that the retail industry has recently been going through some difficult times,

“The economic slowdown reported in the last financial year deepened, as evidenced by increased company closures and

higher unemployment. These negative trends led to depressed consumer demand and a difficult trading year was experienced by most business sectors. Liquidity constraints persisted while local manufacturing continued to decline. Revenue generated for the year decreased by 4.3% to $462.7 million from the $483.7 million posted in prior year.”

Despite this, OK Zimbabwe is weathering the storm and Mr Lake has a clear and defined vision of the future,

“To continue enhancing brand strength and improve sales growth, the OK Group will embark on full scope refurbishment of OK First Street and OK Marondera. Partial refurbishment will also be carried out at OK Gwanda and OK Mbare. A new OK Mart will be opened in Mutare soon, while a new OK store is under construction and will be opened in Zvishavane by September 2015. Another OK Mart is planned for Victoria Falls later in the year, and new and larger store will be put up at Houghton Park.”

It takes a strong company with a forceful leader to drive progress forward even in times of economic turbulence, but there can be no doubt that OK Zimbabwe is up to the task. Maintaining impressive levels of consumer confidence and pushing forward with development, one thing is clear; OK Zimbabwe will not be relinquishing its retail throne anytime soon.