Active Electrical
By Richard Mead.
This article appeared in Electrical Gems Issue 81, October—November 2007
Being pro-Active kicks goals for Victorian chain and its clients.
Rapid expansion, seven outlets and a growing customer base is proof that ACTIVE is doing a lot of things right. In Victoria, that includes looking after their trade customers, and supporting the local footy code.
Down in Victoria there is a chain of electrical wholesale stores with an impressive history of quality and service. Painted in striking colours of red, yellow and black with an explosive electrical arc for a logo, Active Electrical Distributors achieves high visibility. One thing's for sure, you will never miss seeing an Active store whether you are looking for one or not. Even through Victoria's winter fog.
Active Electrical commenced business on the first of March 1996, with a staff of just two. Through a combination of professional skill, business acumen and sheer hard work, Active began to build a loyal base of trade customers that became the foundation stone of the business that today, strategically covers metropolitan Melbourne, with branches in the larger regional Victorian cities.
Throughout more than eleven years of growth and development, Active has never lost sight of its original set of values. Today, just as in 1996, Active still prides itself on the old style core values of quality service, achieved largely through better understanding and strong professional relationships with its valued customers.
Since becoming a part of Gemcell, Active has been able to achieve a strongly price-competitive position in the market place, thanks to the support and buying power of the Gemcell Group. In 2007, Active has grown into a chain of 7 stores that between them employ 48 staff including Sales Manager Max Sanders and Major Accounts Manager Rob Whelan.
"Management and staff are empowered to make decisions that add value and improve service to Active's trade customers."
Daryl Treweek Managing Director Active Electrical Distributors
Active's proprietor, Daryl Treweek, encourages Active's staff to be pro-active in the everyday management of the stores.
Management and staff are empowered to make decisions that will add value and improve service to Active's trade customers. "More than 50% of our staff have significant electrical wholesaling experience," said Daryl. "This ensures that we have many options available to provide customer service & satisfaction. Active remains committed to growth and we are constantly on the lookout for additional staff that we can bring into the company in order to further strengthen and grow our business."
While many wholesalers today appear to actively pursue the DIY/ retail market, Active Electrical Distributors is firmly committed to marketing to and supporting registered electrical contractors, both large and small. "We listen to their needs and maintain stock relative to their ongoing usage and needs," said Daryl. "We take a long-term approach to developing strong relationships with our customers. One of the many strengths acknowledged by our customers is the experience of our staff. Many of our staff are long-term and there has been just one senior management change in 12 years."
Active has also dramatically increased its visibility and market presence through advertising at the Melbourne Telstra Dome. "Having our advertising at Telstra Dome adds a huge extra dimension to our business," said Daryl. With eye-catching panels displaying the familiar red, yellow and black electrical arc logo on both the perimeter fence and grandstand, Active is seen not only by the spectators, but also by tens of thousands of AFL football fans, both at the ground and on TV, every time a big AFL game is played at Telstra Dome.