Refreshed international brand for Cash Converters

Natalie Champion

The third generation store design, which emulates the global Australian model, will be rolled out nationally over the next three years. It is intended to contemporise the brand and assist in attracting new customers and business to the stores.

Natalie Champion, Marketing Manager at Cash Converters SA, says South Africa and Canada are currently adopting the international corporate identity, thus moving away from their locally developed branding and aligning with the mother brand. "We are leading the charge and Australia expects that more countries operating under their own branding will follow."

Cash Converters International has spent eight years on the development of the logo and store design and this, as well as the training insights, visual merchandising and marketing intellectual capital, will now be available to South African franchisees.

Champion says fresh revitalised training for franchisees and their staff is essential to the new rebranding exercise, as it leverages global insights into modern retailing practices, professional management techniques and high ethical standards in the operation of the stores. "This alignment gives franchisees even greater freedom to succeed with more in-depth access to the latest global tools and trends, taking advantage of the brand's international experience and knowledge. It is a proven business model that is backed by strong operational support, bespoke sophisticated IT systems and international know-how. All of which we have implemented in our stores since signing our first franchise."

This Australian-based company first opened its doors in South Africa in 1994 and today has 67 stores in Southern Africa, adding to an international network of over 775 stores in 21 countries across the globe. The group plans to open another 18 more stores by the end of 2015.

"We believe by leveraging the global power of the brand, Southern African outlets will continue to grow to become one of the most recognizable brands in the sector," concludes Champion.