Company plans launch of mid

Posted On Wednesday, 18 April 2001 03:01 Published by
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A NATIONWIDE retail shopping operation combining e-commerce with telephone ordering will be launched in a television advertising campaign this week under the name Brandshop.

A NATIONWIDE retail shopping operation combining e-commerce with telephone ordering will be launched in a television advertising campaign this week under the name Brandshop.

It will offer sales, delivery, installation and inhome demonstration of popular branded consumer goods anywhere in SA. The company has been established by a group of experienced retailers, and is backed by local and foreign investors. Its slogan will be: 'We've got a branch in your home.'

CEO Brian Cape and marketing director Doug Laurie made their mark in the retail industry by taking the Korean brand Samsung from virtual obscurity to best-seller status among electronics products in the late 1990s.

Cape expects up to 70% of sales to be via Brandshop's telephone call centre and the rest through its website. 'In five years, the proportion should be reversed.'

Brandshop has been operating for some time. Testing started a year ago, and a modest promotion was conducted last December, when 40000 gift packages including call centre numbers and the website address were distributed at traffic lights around Johannesburg.

'The surprise was that 65% of sales resulted from phone calls,' says Cape. 'That is how we stumbled on what should have been obvious that the dotcom era is ahead of its time in SA.

'So we decided on what we call the mid-com midway between brick and mortar and dot-coms.

'We have all the e-commerce efficiencies but are also accessible to people who do not have computers.'

Brandshop has appointed 1200 agents countrywide to install items such as TV sets and washing machines, demonstrate how they work, and provide after-sales service. It has concluded a deal with a transport company to deliver anywhere in the country for a maximum of R55.

Cape says this week's launch will be one of the biggest SA has seen. 'One of our main aims is to establish our brand. We are determined it will become a household name.'


Publisher: Business Day
Source: Business Day

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