The point of sale is the moment of truth, where our products and solutions meet their customers and end-users. That is why being a business partner to all players in the distribution chain is key for us. We make our solutions available at all times and generate additional business for you as distributors, retailers and DIY stores. We also offer in-store animations, product knowledge, digital platforms & apps and financing schemes for your customers and end-users, i.e. individuals and professionals.


Lafarge takes a partnership approach, specially designed to create extra business for you as trade professionals.

This includes key account management, with dedicated teams and services, with a one-to-one relationship to help you build efficient distribution strategies and catchment area management. We also take care of your clients, with specific answers to the needs of both individuals and construction professionals.

Because each market is different, our distribution can be tailored to your local needs.


Lafarge solutions for distribution professionals


Product availability and reliable deliveries

Having the right quantity of products at the right time and in the right place is crucial for the profitability of your business as a distribution & retail player.

With Lafarge, you can rely on guaranteed solutions:

  • Optimized supply chain and logistics efficiency
  • Innovative solutions, such as:
    • depots (as in Algeria) and container mobile shops in rural areas (as in Tanzania and Zambia) to cover remote and dispersed regions.
    • a Key Distributor network, which offers selected partners geographical exclusivity to distribute Lafarge solutions, as well as rebates and services from a dedicated Lafarge sales team.
  • Inventory management to give us visibility over your stocks. We can use special software to monitor your stock levels in real time and refill at the right moment, as in automatic branch replenishment in the UK.
  • Health & Safety standards applied to road advisory, shipping and handling, for reliable and safe deliveries.

In-store animation and shopping experience to drive traffic and sales

For you as retailers, driving traffic towards your point of sale is key to generating revenue.

We propose a series of services to make your stores and outlets attractive to your customers:

  • In-store events,
  • Visual merchandising,
  • Push & pull promotions,
  • Loyalty programs for masons and contractors,
  • Category management approach to maximize rotation and profitability of DIY stores. Our portfolio of products and solutions covers different applications and price ranges.

A one-stop shop retail with a multi-product range

We make sure trade players, individuals and building professionals can find the product or solution you are looking for, by offering:

  • A wide portfolio of optimized mix designs for all applications (drymix cement, masonry cement, mortar, etc.)
  • Ready-to-use products in small packages (concrete and mortar in buckets and smaller bags of cement)
  • Contacts with Lafarge-registered professionals (masons, concrete applicators, etc.)
  • Innovative cement bags, such as rain & moisture resistant bags.

In some countries, we have opened Lafarge stores and franchise retail shops with local partners to supply most of our products and solutions, as well as other the materials necessary for construction jobsites: Batistore in Algeria and Mawadis in Morocco.


Digital services for easier access to our solutions

We know that the best way to create business for you and for us is to make your outlets easy to find and our products easy to purchase for individuals and construction professionals.

We have therefore developed:

  • store locator mobile apps, to find the nearest store selling Lafarge products
  • digital services, such as customer web portals allowing order, delivery and invoice tracking.

Financing and cash-flow solutions for customers

In many areas, individuals and construction professionals lack funds to complete their building projects, which translates into lost sales for you as distributors and retailers.

At Lafarge, we have developed a specific affordable housing microcredit offer available in several countries, such as Serbia and Indonesia. We partner with banks and microcredit institutions to offer lower credit rates to your customers so they can buy materials for home completion, extension or renovation.

As a result, we generate traffic and extra sales for you from financially guaranteed customers.