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Appliances Online family expands

Appliances Online’s parent company, Winning Group, is investing in its factory seconds business, launching a new website and opening a second bricks and mortar store.

Acquired in April 2015, Electro Seconds is the clearance outlet for both Appliances Online and Winning Appliances.

John Winning, CEO of Winning Group, said the Electro Seconds business has enjoyed triple digit sales growth since joining the Winning Group’s stable of brands from both online and offline sales.

The new Electro Seconds online store was designed in-house and will deliver the same high standard of service associated with the company’s brands, Winning said.

“To enhance the customer experience we have rolled out live chat, a shipping calculator, and an improved filter for searching products,” Winning told Internet Retailing.

“We have also uploaded more content — product images, videos, buying guides etc — to improve trust with customers.”

Winning said Electro Seconds has reached a new segment of online customers by leveraging the Winning Group’s national distribution network.

Winning Group manages its stock across Appliances Online, Winning Appliances and Electro Seconds via an automated inventory management system. Stock is kept in our five warehouses across Australia, however Electro Seconds stock is solely kept in its stores and the Group’s NSW distribution centre,” Winning said.  

As well as the new website and branding, a second Electro Seconds store has opened in Erina on NSW’s Central Coast.

“The response from the Central Coast has been fantastic and the new store will continue to aid growth and complement our online offering and flagship outlet in Auburn,” said Winning.

Co-founder and head of sales and marketing, Behrouz ‘Baz’ Bolurieh, said joining forces with the Winning Group has elevated the Electro Seconds shopping experience.

“We are now the only seconds retailer in Australia that offers 24/7 phone support, free delivery to metro areas and full manufacturer’s warranties on all products,” he said.

“We’re shaking up the existing clearance market and reaching a whole new segment of customers by doing so.”

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