Anita Erasmus, Head of Business at Bob Group, discusses the roll-out of Bob Box smart lockers in South Africa. With the milestone of 200 Bob Box lockers installed having recently been reached, this is an ideal point to reflect on the lessons learned and challenges faced, and look ahead to a future in which customers and businesses alike will have fully assimilated the benefits of this new and exciting delivery method. 

What inspired the creation of Bob Box, and how does it differentiate itself from traditional click & collect models?

Bob Box was developed as a locally inspired locker solution built on a courier-agnostic model, enabling multiple courier partners to access and utilise the same locker network. While it aligns with the traditional click & collect concept, Bob Box aims to deliver a more streamlined and user-friendly locker experience that’s simple and efficient for both businesses and customers. 

What key markets is Bob Box targeting in its initial roll-out, and why?

The initial rollout focuses on targeting existing customers within the Bob Group ecosystem, specifically our current ecommerce clients. By introducing the lockers to this audience first, were able to gather valuable feedback and refine and optimise the offering. This approach has enabled us to launch quickly and adapt in real-time, learning and improving as we operate in a live environment.

How does Bob Box plan to overcome infrastructure challenges (like internet access and last-mile logistics) in developing markets?

We’ve designed Bob Box specifically for the realities of South Africa and other developing markets, where you can’t just assume stable internet or even a reliable power supply. That’s why our lockers are battery-powered and can run independently for long periods, so that a power outage doesn’t bring things to a halt.

On the connectivity side, we use smart technology that lets lockers sync up when there’s a connection, but continue operating offline if needed. Our backend is built to handle patchy mobile networks, and we’re constantly optimising for areas where the internet can be hit-and-miss.

For last-mile logistics, our approach is simple: We work with as many couriers and delivery partners as possible and place lockers where people regularly go as part of their daily routines, like shopping centres, petrol stations, estates, and even offices. We don’t just place lockers anywhere; we look for high-traffic, accessible spots that make sense for both the end customer and our delivery partners.

It’s all about adapting to local conditions rather than forcing a “European” model on the market. If there’s one thing we’ve learnt, it’s that you must be practical, agile, and willing to rethink how things have always been done.

How do you see consumer behaviour evolving in developing markets regarding click & collect services?

In the South African market, there is still significant consumer education required around click & collect services, and particularly locker-based deliveries. Many consumers remain hesitant to choose lockers as a delivery option, largely due to unfamiliarity. Our challenge is to build trust through education and deliver a seamless, reliable service that encourages adoption, word-of-mouth marketing and repeat, long-term usage.  

What barriers exist for consumers in adopting services like Bob Box, and how is the company addressing them?

A key barrier to adopting services like Bob Box is a lack of familiarity on the part of consumers – many people simply don’t know how locker deliveries work or whether they can trust the process. There’s also a perception that collecting a parcel requires more effort than door-to-door delivery.

We’re addressing this by focusing on education, simplicity, and affordability. By rolling out to existing Bob Go users first, we’re gathering feedback and building trust. The goal is to offer a seamless, secure, and cost-effective alternative that proves its value through real-world use.

Are there any notable success stories or case studies from early adopters of Bob Box?

Although the service is still in its early stages, one encouraging sign has been the organic uptake of Bob Box lockers at checkout by online shoppers, despite no formal marketing or consumer education efforts to date. This suggests that customers are willing to choose locker delivery based purely on convenience and competitive pricing, even without prior familiarity with the Bob Box brand. It also speaks to the fact that people trust the overall Bob Group brand, and are prepared to extend this to new sub-brands. 

Where do you see the future of click & collect in South Africa and other emerging economies in the next 5-10 years?

There is still significant potential in this space, and we believe that as consumers become more familiar and comfortable with the various click-and-collect options, demand for these services will continue to grow.

How does Bob Box plan to stay ahead of competitors as more players enter the click & collect space?

With margins on the lower end, it will be essential to run a highly optimised operation that drives volume and keeps expenses to a minimum. Success will also depend on building strong relationships with the courier partners using the locker network, as well as establishing a brand that resonates with end consumers and earns their trust.

How would you describe your leadership style, and how has it shaped the growth of Bob Box?

I’d say my leadership style is hands-on, collaborative, and focused on finding practical solutions. With Bob Box, I’ve taken an approach of learning as we go – getting the product out there, listening to feedback, and making improvements along the way. I try to keep things clear and simple, building strong relationships with our courier partners and staying close to what customers actually need. It’s really about staying flexible, working as a team, and making sure we’re building something that can grow and work in the real world.

It’s clear that click & collect delivery models such as Bob Box smart lockers will become an increasingly important feature of ecommerce buying and selling in South Africa. As consumer familiarity with the benefits of this type of service grows, we can expect to see more Bob Box lockers installed in locations nationwide. By offering a winning combination of convenience, flexibility and security, Bob Box is playing a key role in introducing South Africans to out of home deliveries.