Mall@Reds and Thabazimbi is the latest addtions to the ever expanding @lantic retail store channel.

Dederick Venter, @lantic’s marketing director, says although the company's 139 franchise outlets have been meeting the market’s need for local service “we have decided to take them to the next level by improving the branding and service standard throughout our network.”

@lantic, the consumer and SME focused division, of the Vox Telecom group, opened a pilot retail franchise a year ago in Heidelberg, to test market response to a physical @lantic presence.

“It has made quite a difference in the way customers respond, which has led to us expand the retail model by converting all current franchisees to fully fledged @lantic outlets. This won’t just present a consistent look and feel, but will also give customers a consistent service experience,” Venter says.

After Heidelberg, the company opened a first wave of @lantic stores around the country, including Bloemfontein, Ellisras, Kakamas, Klerksdorp and Kroonstad. Some of these are full retail stores, selling computer, office automation, Internet communication and telephony hardware, as well as Internet and computer services, while others are standard Internet service outlets.

By financial year-end in August 2010, @lantic wants 20 full retail and service outlets fully re-branded and shop fitted. The remainder of its network will be converted over the next 24 months.

Venter says besides ‘professionalising’ the company’s franchise channel, @lantic’s backing offers them group buying power, allowing them to compete equally against national chainstores. In order to qualify for the revamp of their stores the franchisees must qualify on customer service, technical and product knowledge criteria.

“We are fortunate to be part of a bigger group that gives us access to resources allowing us to expand in this way,” says Venter. He reveals that @lantic itself showed “good organic as well as acquisitive growth” in the past year. “We feel we’ve done well to not only survive, but thrive in the current economic climate,” he adds. “So far 2009 is the best year in the history of the company. We attribute this excellent performance to our no frills product range that offers quality products backed up with local service.”

The current retail store drive will also serve to expand @lantic’s national presence by making it increasingly attractive to retail partners and potential franchisees. Having recently rationalised its franchises by cutting out non-performing outlets, the company is “always looking for more quality individuals to become franchisees”, says Venter.