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Leading Edge plays straight bat

Leading Edge plays straight bat

IT retail group, Leading Edge Computers (LEC) is set to establish what general manager Ross Whitelaw describes as "something unique in Australian retailing."

But as Whitelaw, the man largely credited with taking RetraVision to a leadership position in electrical retailing and establishing Dick Smith Electronics in IT, discovered at the Group's recent conference, convincing members to follow his dream could prove a real challenge.

Whitelaw said that most of the 45 members and potential suppliers who attended the conference were keen to support the group, provided there was a plan in place.

"Commitment to the plan is critical," he explained.

Whitelaw said Leading Edge's plan of attack includes establishing the revised, key preferred supplier base, adherence to these suppliers as well as the Leading Edge corporate identification program, and a brand building and business building campaign featuring print (mostly catalogue) and electronic media.

"The group initiatives will be enforced," according to Whitelaw, "We cannot afford to have members who selectively support the group's strategies.

"Some members may decide to leave, which will be sad, but the ultimate success of the group is more important," Whitelaw said.

As well as established leading brand products, LEC will be introducing its own brand desktop PC, to be built to order and on a 48 hour turnaround.

Leading Edge Computers

Phone: (02) 9988 3499.


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