Cemex 2013 Annual Report Download - page 14

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We work closely with our distributors to ensure that our
customers receive a superior mix of building materials,
services, and solutions. Capitalizing on its widespread
popularity in Mexico, we continued the successful
expansion of our Construrama® retail building materi-
als network in Colombia, Costa Rica, Nicaragua, Puerto
Rico, and the Dominican Republic. Since we launched it
last year in Colombia, more than 220 distributors have
joined the network. Through Construrama®, we offer an
exclusive group of local distributors the opportunity to
reap the benefits of joining a franchise with over 2,200
retail stores in Latin America. Among these benefits, we
work with local distributors to improve the layout and
look of their stores and expand their commercial offer-
ings, translating into higher traffic and greater customer
satisfaction. We also provide training and back-office
systems that enable them to manage their business more
efficiently. We further offer them a large variety of more
than 5,000 different products and services that, giv-
en our scale, we can buy at lower prices and share the
savings with the network. These multiproduct offerings
include prefabricated building products, hardware, and
construction material and equipment. Today, six out of
every 10 bags of cement we sell in Mexico and Colombia
are sold through our Construrama® stores. Through our
Construrama® initiative, we strengthen our distribution
channel, promote local employment, and, ultimately,
enhance customer loyalty.
Expanding our robust, customer-
centric distribution network
+220 distributors have joined
our Construrama® network
in Colombia
60% of our bags of cement
in Mexico and Colombia
are sold through our
Construrama® stores.
Our Construrama® network
is comprised today of more
than 2,200 stores in six
different countries.
60%
[13]