It`s all systems go as the South Africa`s largest IT retailer, the Connection Group, begins re-branding ten of its retail stores nationwide to Incredible Connection outlets by 25 March 1999.
This move follows the Group`s announcement that its four retail chains will now operate under one retail brand, with a more focused strategy and centralised approach.
In terms of the new strategy, three Software Connection stores, six Computer Superstore outlets, and its Businessland store will become Incredible Connection stores. This brings the total number of Incredible Connection stores nationwide to 15.
Commenting on this re-branding strategy, Malcolm Hyland, Connection Retail MD, said: "The current five Incredible Connection stores have performed well for the Group. It made sense to stay with a brand that is already successful, and build it to its fullest potential.
"While the other retail stores within Connection Retail filled gaps in the IT retail market, it also resulted in brand duplication for the Group. Incredible Connection is a trusted and well known brand and, by increasing the number of Incredible Connection stores, we are able to offer even more benefits to the public," added Hyland.
Hyland explained that the re branding will in no way impact on the warranties customers received from products and services purchased from the other retail stores and that customers will be pleased by the added benefits the stores will now be able to offer.
"Visitors to the Incredible Connection stores will enjoy a wider product range as well as better deals on IT products. They will also have the benefit of free membership to Connect, the Connection Group`s loyalty programme. Connect offers customers exclusive discounts on the Connection Group`s products and services, including technical and call out services, on-line specials, competitions, lucky draws and regular news and information updates," continued Hyland.
The Connection Group has divided the 15 Incredible Connection stores into three different types of outlets.
The existing five stores will remain the largest within the Group, comprising the widest range of products in all categories, Kidz Interactive Centres, Upgrade Centres and Internet Café`s. The second tier will include the previous Computer Superstore outlets and the Businessland store which will stock a more focussed range of products to the larger Incredible Connection stores. The mall-based Incredible Connection outlets will stock the `best of` from all product categories, based on top sellers at the larger stores.
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