Incredible Connection is defyingthis year's recessionary trends, not only growing its market share and increasing its but also by opening new stores on a regular basis.
Two new stores will be opened in Woodlands, Pretoria East, and The Glen, Johannesburg South, at the end of October 2009. One will be opened in KwaZulu-Natal – at the Galleria shopping centre in Amanzimtoti – in November 2009. And three stores are scheduled for opening in 2010. In addition, the Centurion store will be moved to new premises by the end of October 2009.
In August 2009, the company opened a new store in The Grove centre in Equestria, Pretoria as well as relocating its existing Sandton store to temporary premises in the Sandton City complex while the complex is being upgraded. When the upgrade is complete, the store will move into a new 1 200-square metre shop in the mall’s new extension.
In September 2009, a second Incredible Connection store was opened in East London, at the new Hemingways regional shopping mall.
The outlet opening on 29th October in The Glen Shopping Centre in Johannesburg south is the third of Incredible Connection’s megastores. The other two, opened during the past twelve months, are in East Rand Retail Park and The Gateway in Umhlanga, KwaZulu-Natal.
All of Incredible Connection’s new stores carry the company’s refreshed brand imaging and store layout.
“Our new store look and feel – from the choice of colours and signage all the way through to our positioning of categories and the sense of space created by the wide aisles, is geared to make people feel that they are in a friendly environment and are free to feel, play, and interact with the technologies on display,” says Incredible Connection chief executive Dave Miller.
“The fact that we’ve stripped out the clutter created by old-fashioned store layouts tells customers that we’re able to reduce the technology clutter in their lives – so that they end up with the IT that will do what they need from it with the least amount of fuss and bother on their part.
“Because there are so many technology choices and so many ways for individual devices and software to interact, the consumer needs a technology partner who can make things simple and fun while still delivering the functionality and capability they want.
“The combination of locating stores in areas that haven’t before had access to and the range of products and services we offer and the fact that the stores are bright, airy, and cheerful, makes acquiring top, branded technology very easy for the consumer.”
In addition to expanding its national footprint, Incredible Connection has run counter to conventional wisdom in the recession by increasing its marketing spend as well.