The first Binastore opened today with the rebranding of the company’s pioneering Orlando East Service Centre. Further Binastores are scheduled to be opened throughout Gauteng, offering the Lafarge extended services across a wider audience while also aiming to promote added value for its current retail partners.
The brand has been developed in keeping with Lafarge’s marketing strategy of moving closer to its customers. The unique aspect of Binastore is that it offers the general public a convenient and welcoming environment, where advice and direct practical help with home building projects is readily available.
“We recognised that bringing the dream of a new house to reality, or even doing an extension to your existing home can be a complicated, time-consuming and often stressful experience,” says Sibongile Sibanda, Lafarge South Africa’s Country Marketing Director. “Binastore is a one-stop service centre that is the solution to making any home building project a straightforward and enjoyable experience.”
To ensure easy access to this service offering, Binastore will also be launched as an interactive Web platform. In a few easy steps, it will give access to a wide range of house designs options; provide immediate budget cost estimates; links to information on obtaining finance and how to obtain planning permission, as well as the selection of an approved local building contractor – in fact, it will offer guidance on the whole building process.
“This exciting marketing concept brings us closer to the end users of our products,” adds Sibanda. “It is another example of why our company is the leader in service innovation.”