Months of much behind-the-scenes work has resulted in the full integration of Baby City into the Dis-Chem operations.
“There has been comprehensive focus on reinforcing the Baby City brand, which was already well-established as the unrivalled leader in its category, while strengthening the offering to shoppers to continually improve the Baby City customer experience,” says Saul Saltzman, executive director at Dis-Chem.
The unveiling of the new Dis-Chem Baby City logo at the MamaMagic Baby Expo, of which Baby City is the headline sponsor, reiterates Baby City’s position as the country’s leading baby hyper retail destination while firmly communicating its place with the Dis-Chem Pharmacies Group. With the addition of Dis-Chem to the Baby City brand and the launch of the new logo and corporate identity, new stores and store revamps have been rolled out across the Baby City network, further enhancing moms’ and dads’ shopping experience while continuing to offer the customer expertise they have come to expect and the widest range of quality baby products at value for money.
Extending Dis-Chem’s focus on providing valuable primary healthcare services to a broad sector of South Africans, and focusing on maximum convenience for parents and babies, in-store Mom and Baby clinics have opened in many of the Dis-Chem Baby City stores, offering preventative health care for all babies and toddlers with professional nurses on hand to offer a wide range of services and provide expert advice.
Dis-Chem’s long-standing Benefit Card loyalty programme has been extended into Baby City stores, giving customers access to the full basket of rewards and benefits they are accustomed to at Dis-Chem within the Baby City space. Customers can earn instant cash back on their cards using either the Dis-Chem or Baby City card as either card can be used at both outlets. Also, by simply swiping their card, they help supplement the Dis-Chem Foundation, founded 15 years ago based on the group’s long-held belief that as a corporate entity it plays a role in making South African society sustainable by improving the lives of individuals within organisations while relieving the burden on struggling communities.
“Dis-Chem Baby City’s alignment with the Dis-Chem Foundation was a logical step to extend the reach and ability of the Foundation. Hence it made sense to extend the work of the Foundation to a cause associated with both the Foundation’s ethos and one that aligned with Baby City’s focus,” says Saltzman.
At the MamaMagic Expo, the Maletsatsi Foundation, a baby sanctuary in Gauteng, will be the first beneficiary after the merging of the two companies. The Dis-Chem Foundation donated much-needed items ranging from baby monitors to cot sheets, mattress protectors, car seats and a large assortment of toys ranging from bouncers to little toys, walkers and activity centres, all from Dis-Chem Baby City. Furthermore, Saltzman said, Dis-Chem Baby City will be increasing Maletsatsi’s existing store account from R3 000 to R4 000 per month as it is imperative that the group’s involvement has long-term tangible benefits.
The Dis-Chem Baby City footprint now extends across 36 stores nationally, and more to follow.
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